Launching INRYU: How We Helped Shiseido Shape a New Category

Adicator Digital Marketing Agency
May 8, 2024
3 min read

Updated: Jul 7

From Concept to Category: Launching Shiseido INRYU

At Tinker Tailor, we create more than brands. We help shape markets. Our work with Shiseido on INRYU, their first ingestible beauty brand, showcases how strategic creativity can launch an entirely new category.

What We Did

Shiseido briefed us to create a brand that would reflect the future of beauty and wellness in Asia. INRYU was born, a premium supplement brand supporting skin health from the inside.

We delivered:

• Creative strategy and positioning

• Visual identity and packaging

• Digital content and Guideline

• Launch toolkit for China

See the full project → tinkertailor.agency/shiseido

A Category-Defining Launch in China

INRYU debuted exclusively in the China market in June 2022 via Tmall Global, strategically timed around the 618 shopping festival. The range includes three core products: Advanced Radiance, Laser Refine, and Night Ritual.

Shiseido built the brand on its Nutri-Vessel Network Technology™, backed by over 20 years of internal R&D. In 2024, it launched a new premium “essence drink” targeting visible results in 10 to 30 days. See the brand in action:

Shiseido recently spotlighted INRYU’s Nutrition Box campaign on LinkedIn, a curated experience showcasing inner beauty and self-care rituals.View the post

Source:

• Shiseido China press release (2022): shiseido.com

• ELLE China coverage of the INRYU essence drink launch (May 2024): ellechina.com

• Jiemian News update on Shiseido’s China strategy (2024): jiemian.com

How INRYU Helped Shape the Global Ingestible Trend

The global ingestible beauty market was valued at USD 4.2 billion in 2024, and is projected to reach USD 13.1 billion by 2034, growing at 11.9 percent CAGR (InsightAce Analytics).

In China, demand is fuelled by younger consumers and cross-border e-commerce platforms. The category is expected to reach RMB 25.6 billion (USD 3.5 billion) by 2025, with leading growth on Douyin and Xiaohongshu (Daxue Consulting).

Shiseido’s move helped validate the category for both large players and challenger brands.

Startups Are Changing the Game

Independent beauty and wellness startups are expanding fast, often becoming acquisition targets:

• Dr. Squatch, male grooming brand, was acquired by Unilever on 23 June 2025

• Hailey Bieber’s Rhode was acquired by e.l.f. Beauty in May 2025 for USD 1 billion. (Link)

• China-based UNISKIN is gaining momentum with clinically backed skincare and ingestible beauty products tailored to the local market

Digital-first, clinically-backed, and community-led, these startups are defining the next era of beauty.

Where Tinker Tailor Comes In

We bring beauty brands to life with a clarity of purpose and a deep understanding of what moves people. With long-standing roots across Asia and experience in skincare branding, we shape brands that are not only seen, but felt, brands that stop the scroll, speak to a need, and create that rare moment of quiet recognition: “This is what I’ve been looking for.”

Whether you’re launching a new brand or expanding into China, we build brand personalities, from name and narrative to packaging, digital assets, and go-to-market toolkits. Every detail is considered, every touchpoint aligned.

Our work blends global standards with local nuance, giving beauty brands the presence, precision, and premium positioning they need to succeed.