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War on Shein: beauty giant demands 2.6 million euros in court. 19 October 2026 21:03 Beauté Prestige Internationale (BPI), a French company in the Japanese group Shiseido, has filed a lawsuit against Shein, demanding more than 2.6 million euros for alleged unfair competition in the marketing of beauty products outside its authorized distribution network. According to FashionUnited, the company accuses the e-commerce platform of selling products from its brands, directly or through third-party sellers, without being part of the authorized distributor network. BPI distributes Shiseido group brands and holds exclusive perfume licenses for Issey Miyake, Narciso Rodriguez and Zadig & Voltaire. The company argues that its distributors must comply with contracts intended to preserve the brands' luxury positioning and image. The amount claimed is divided into more than 2.1 million euros for reputational damage and 500,000 euros for commercial losses. In court, Shein's defense questioned the validity of the distribution contracts invoked by the French company and contested the grounds for the action. BPI's lawyer, in turn, criticized the platform's marketing model, defending compliance with competition rules. The Marseille Court for Economic Activities postponed the decision to January 26, 2027, due to the legal complexity of the case. The case highlights the challenges faced by cosmetics and perfume brands in protecting their distribution channels and their positioning in a market increasingly dominated by e-commerce platforms. Topics. Tell Google that SAPO is one of your preferred information sources. Thus, in your Google searches, you find SAPO content. Learn more.

Shiseido claims 2.6 million euros from Shein for the sale of cosmetics outside its authorized network. The French subsidiary Beauté Prestige Internationale accuses the platform of unfair competition for marketing beauty products outside its selective distribution system. 15 of October of 2026 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.

Alibaba's Taobao revamps cross-border shopping with AI tools. Taobao, Alibaba's China ecommerce marketplace, announced updates to its cross-border shopping experience, including a new DISCOVER channel and changes to its interface, logistics, and AI tools. Taobao said the channel features more than 4,000 original-brand stores and 6 million curated products selected by AI and human curators. It is organized into up to 15 themed categories, with personalized recommendations to help users discover products that match their preferences. The platform is also refining AI Try-On, AI Virtual Makeup, and AI Room Placement. It plans to roll out more than 30 AI Lifestyle Experts covering topics such as styling and baking. Alibaba has also bet on Taobao and Tmall clothing merchants to compete overseas against Shein and Temu. Separately, removing duty-free exemptions for low-value parcels can raise costs and increase administrative burdens for cross-border sellers that rely on those exemptions. Recent Alibaba developments. Stay updated on the go with our mobile app. Get latest insights with smoother, more personalized experience through TIA mobile app. How would you feel if you could no longer use Tech in Asia? Share, tag us, and land on our Wall of!