Shiseido will establish "Shiseido Middle East FZCO," a joint venture with a local company, in Dubai, United Arab Emirates (UAE) this year to import and sell the global brand "SHISEIDO" in the Middle East. Shiseido (its wholly owned subsidiary in France, Shiseido International Europe S.A.) will hold a 51% stake, while the local company will hold the remaining 49%. The joint venture will begin sales in seven Middle Eastern countries, including the UAE, Bahrain, Jordan, Kuwait, Oman, Saudi Arabia, and Qatar, on January 1, 2020. While working to further promote the SHISEIDO brand and strengthen its business foundation, the company is also considering expanding into other brands. Creation Alexandre Miya Paris Limited ("Creation"), its distributor since 1997, will continue to handle sales until the end of the year.

The seven Middle Eastern countries under Shiseido Middle East's jurisdiction have a population of approximately 50 million, with an average age of around 30. With a high GDP per capita, the region boasts some of the world's most affluent residents. The luxury cosmetics market is estimated to be worth 150 billion yen (2012) on a retail basis, surpassing that of Russia. Supported by the traditional wealthy and the expected increase in foreign expatriates, the market is expected to continue to see double-digit growth. While perfumes are popular and European fragrance brands tend to dominate the market, Shiseido is steadily penetrating the region, primarily with its skincare products. Under Creation's prestige marketing, its products are currently sold in approximately 140 stores.