Key points

On October 13, 2026, the Marseille Commercial Court will examine the dispute between Beauté Prestige Internationale (BPI), a subsidiary of Shiseido, and Shein, according to an AFP dispatch reported by AWP. BPI is claiming more than €2.6 million for the disputed sale of products outside its authorized network. A decision is expected on January 26, 2027; the amount claimed does not constitute a judgment against BPI.
On December 6, 2017, the Court of Justice of the European Union issued the Coty Germany ruling. It accepted, under certain conditions, that a selective distribution network for luxury goods could prohibit its authorized distributors from selling on third-party platforms recognizable to consumers. This possibility remains subject to requirements of justification, proportionality, and non-discriminatory application.
Since February 17, 2024, the Digital Services Act (DSA) has been generally applicable throughout the European Union. It strengthens the obligations of digital intermediaries, according to their category, particularly regarding the handling of reports of illegal content and improving transparency. It does not automatically make all sales made outside of an authorized network illegal.

Selective distribution plays a strategic role in premium beauty. It facilitates the connection between a brand, its suppliers, and its clients.

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About the author

Sarah Cohen

Beauty & Innovation Editor

Sarah Cohen is a writer specializing in luxury beauty and cosmetic innovations. Passionate about exceptional skincare and new technologies in the service of beauty, she deciphers them for Luxe…

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