The Japanese beauty group Shiseido has opened a legal front against the giant Shein in France. Its subsidiary Beauté Prestige Internationale (BPI) is claiming more than 2.6 million euros from the e-commerce platform for the alleged marketing of cosmetic products outside its authorized distribution network.
The lawsuit, filed before the Commercial Court of Marseille, focuses on 37 product references identified on SHEIN's French platform, which, according to BPI, would have been sold directly or through third parties without the corresponding authorization. The company is requesting more than 2.1 million euros for reputational damages and another 500,000 euros for commercial losses it attributes to these practices. The judicial resolution has been postponed until January 26, 2027, due to the legal complexity of the case.
Selective distribution, at the heart of the conflict
BPI markets brands from the Shiseido group and also holds exclusive licenses for brands such as Issey Miyake, Narciso Rodriguez, and Zadig & Voltaire. Its distribution model is based on contractual agreements with distributors, aimed at preserving the luxury positioning of the brands and the conditions under which their products are marketed.
The company believes that the presence of these references on Shein, outside its authorized network, harms both the brand image and the investments made to build its market value. The litigation highlights one of the challenges of the cosmetic sector: maintaining control over sales channels in a digital environment where authorized distributors, external sellers, and platforms operating as intermediaries coexist.
Beyond the economic compensation requested, the case raises questions about the responsibility of marketplaces in the marketing of beauty products and the ability of premium brands to protect their distribution and positioning strategies. The ruling, scheduled for January 2027, will reveal how French justice addresses this conflict between the selective distribution model of a cosmetic company and the commercial operations of a large digital platform.