TOKYOShiseido has established a joint venture in Indonesia with Aura Beaute Group, the current distributor for the Shiseido Professional brand in the Southeast Asian country.

Shiseido holds a 65 percent stake in the new company, named PT Shiseido Professional Indonesia.

Introduced in 2013, Shiseido Professional targets salon owners. Shiseido said it aims to enhance the brand’s image in the region by forging partnerships with top local beauty salons.

“Indonesia has a large population that currently stands at 250 million, ranking it at the top among the ASEAN nations and fourth in the world. The population is expected to expand in the coming years, along with a growing wealthy class, which will provide a promising market for the Professional business,” Shiseido said. “The recent joint venture project represents an important step for the business to capture this growth opportunity through new operations scheme.”

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