Shiseido sues Aldi China over copied LACURA beauty

Lucas Bennett 09/17/2026

The high-stakes drama unfolding in the cosmetics market is pitting luxury heritage against discount dominance. Shiseido China has launched an unfair competition lawsuit against Aldi China, accusing the retailer of mimicking the distinctive packaging of its prestige Clé de Peau Beauté brand.

The dispute centers on Aldi’s LACURA makeup primer, a product marketed at a significantly lower price point than Shiseido’s high-end offerings. The core issue is whether the resemblance between the two products creates consumer confusion or allows Aldi to unfairly capitalize on the immense commercial reputation built by Shiseido.

The legal battle is set to be heard in the Shanghai Pudong New Area People’s Court on November 5. Shiseido chose to pursue the matter under unfair competition law rather than trademark infringement, signaling an effort to focus the argument on consumer perception and the exploitation of brand equity.

This conflict highlights a growing tension in the cosmetics world: the struggle between established luxury houses and large retailers utilizing private-label strategies to capture massive market share. LACURA is Aldi’s principal beauty and personal care line, representing a huge portion of the retailer’s assortment in China, with private-label products accounting for more than 90 percent of their offerings.

The price disparity underscores the scale of the challenge. The LACURA primer retails for RMB 24.90, a stark contrast to the RMB 540 price point commanded by a single Clé de Peau Beauté product. This difference in pricing and perceived value fuels the legal claim that the lookalike design unfairly benefits from the prestige association of the established brand.

This lawsuit is more than just a legal skirmish; it reflects the broader evolution of the cosmetics market. As lower-priced, high-quality alternatives become increasingly visible, established brands are fighting to protect their unique aesthetics and the value they have built over decades, ensuring that luxury remains distinct from the realm of mass-market imitation.