Shiseido is shaking up its leadership as it works to get its brands back on track.

Japan’s largest beauty conglomerate announced the departures of six of its chief officers on Monday as it cut its sales forecast for the year from $6.4 billion to $6.2 billion. Among those leaving are chief digital officer Angelica Munson, chief creative officer So George Sugitomo and chief marketing and innovation officer Yoshiaki Okabe.

Some of the positions will be refilled from other areas of the business. Chief brand officer of Shiseido’s luxury division, Mizuki Hashimoto, will become chief brand officer for the company’s entire portfolio. Successors for other roles, like CDO or CCO, have not yet been named.

Alberto Noe, chief executive of Shiseido EMEA and interim CEO of the Americas, will assume the CEO role for both regions.

Shiseido’s net sales for the third quarter fell to ¥694 billion ($4.5 billion), a year-on-year drop of 4 percent. Sales growth across geographies at its Shiseido, Nars and Clé de Peau brands was offset by ongoing softness in its China and travel retail businesses, as well as poor sales at Drunk Elephant, which the company said is stabilising.

The company also unveiled a new action plan, its “2030 Medium-Term Strategy”, as it tries to counter its sliding performance. The plan sets a target for 7 percent operating profit by the end of 2026, and greater than 10 percent operating profit by 2030, with annualised growth of between 2 percent and 5 percent.

The company will also reorganise its divisions, preserving its primary focus on skincare and suncare with a secondary focus on makeup, fragrance, medical or dermatological and lifestyle categories. Among its priorities is a turnaround of Drunk Elephant and further fragrance launches for Max Mara, a license Shiseido acquired in 2024.

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