THE WHAT? Shiseido subsidiary Beauté Prestige Internationale (BPI) has filed a €2.6 million lawsuit against Shein in France, accusing the online retailer of unfair competition through the sale of cosmetics outside its authorised distribution network.
THE DETAILS The case, filed at the Marseille Commercial Court, concerns 37 product listings identified on Shein’s French platform, allegedly sold directly or through third-party sellers without authorisation. BPI operates a selective distribution system requiring retailers to meet contractual standards designed to protect its luxury brand positioning. The company is seeking more than €2.1 million in reputational damages and €500,000 in lost profits. The court has postponed its decision until 26 January 2027 due to the legal complexities of the dispute.
THE WHY? The lawsuit highlights the growing challenges luxury cosmetics manufacturers face in controlling distribution across online marketplaces, particularly in protecting brand positioning, enforcing selective retail agreements and preventing unauthorised sales through third-party platforms.
Source: Modaes
