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Shiseido launches new Ulé brand in FranceBy Julia Wray | Published: 21-Apr-2022The ‘conscious beauty’ label has been led by Shiseido’s EMEA employeesJapanese beauty goliath Shiseido has debuted a new ‘consciousbeauty’ brand, developed for Western consumers.Ulé, a prestige skin care label, aims to marry inner and outer beautyapproaches via ingredients of natural origin and will launch in France on2 May through an e-commerce site and a brand boutique in Paris.The 8-sku line-up comprises topical skin care and supplements rangingfrom €30-119.According to Shisiedo, Ulé’s development from concept to creation hasbeen led by its EMEA employees.The newcomer’s ‘conscious’ principles include the traceability ofingredients, local sourcing (with 84% of ingredients sourced in France)and working with vertical farm business Tower Farm.All production and packaging is conducted in Shiseido’s factory inOrmes, France to lessen the environmental impact caused by shipping.Moreover, Ulé is said to extract ingredients from the entire plant, resultingin 96% minimum ingredients of natural origin.It also eschews a list of 1,400 ingredients in its products based on its ownstandard.Highlighted products in the range are Je suis Chill Hydra-Fortifying CBDMoisturizer, Oh la Plump Thirst Quenching Serum and Avoir it All In & OutPhyto Nutritive Oil.