Strengthening its skin beauty category by expanding into the emerging microbiome segment, Shiseido Europe has agreed to acquire London-based Gallinée.

WHO: Launched in 2016, Gallinée was founded by French pharmacist Marie Drago, who has 15 years of experience working with skincare brands. The brand was inspired by her history with autoimmune diseases and her desire to create products for sensitive skin that support the skin's good bacteria. The innovative skincare range focuses on the skin's microbiome and claims to be the first personal care brand to focus exclusively on the growing science of the human bacterial ecosystem. The products are based on a patented combination of probiotics, prebiotics, and postbiotics.

WHY: Gallinée will deliver a complementary yet unique addition to Shiseido's existing portfolio, given its focus on beauty and wellness and its differentiated positioning within the emerging skin microbiome field. As part of Shiseido Group, Gallinée will be able to leverage resources across their commercial infrastructure, extensive R＆D capabilities from their European Innovation Center to lead the development of the skin microbiome within the EMEA territory, and cross-functional expertise to continue to drive brand growth.

The acquisition of Gallinée exemplifies Shiseido's commitment to the skin beauty category and is in line with their "WIN 2023 and Beyond" strategy to become the world's No. 1 company in the category by 2030.

EMV: A prebiotic and probiotic skincare brand, Gallinée pulled in $173.7K EMV during Q3, a relatively low total that nonetheless proved a healthy 67% QoQ improvement. The French brand earned 203 mentions from 71 creators, figures that represented respective 55% and 39% QoQ growths. Incoming creators were responsible for much of Gallinée’s success: while consistent brand fans’ contributions dropped from $57.8K to $51.9K EMV between Q2 and Q3, incoming creators generated $121.8K for the brand during the latter quarter, easily outpacing the $46.1K driven by Q2 advocates who did not post in Q3. Gallinée’s highest-earning Q3 advocate was veteran fashion blogger and entrepreneur Estée Lalonde (@esteelalonde on Instagram), who powered $29.5K EMV via five shout-outs in lifestyle posts after not mentioning the brand in Q2.

DETAILS:

• Shiseido Europe, a subsidiary of Shiseido Company, entered into an agreement to acquire all of the outstanding shares of Gallinée. The financial terms of the deal were not disclosed.
• Gallinée has 17 products across skincare, body care, haircare, and supplements, primarily sold in the UK and France markets.
• Once the deal closes, Drago will join Shiseido's team in Europe, the Middle East, and Africa region and continue at Gallinée as its Chief Creative Officer. She will report to Franck Marilly, President and Chief Executive Officer, Shiseido EMEA and Global Fragrance.
• In February 2018, Gallinée received a Series A round of investment from Unilever Ventures, representing a minority stake in the brand.