German discount retailer ALDI奥乐齐’s private-label beauty line is once again heading to court over product design similarities. According to recent corporate records, a new court hearing has been scheduled for Aldi (China) Investment Co., Ltd. after Shiseido (China) Investment Co., Ltd. filed a lawsuit citing unfair competition practices.
The case, brought before the Shanghai Pudong New Area People's Court, names the retailer, cosmetics contract manufacturer Colis Cosmetics (Shanghai) Co., Ltd., and relevant store operators as defendants. The hearing is set for November 5, 2026.
At the heart of the dispute is a color-correcting makeup primer from ALDI's in-house beauty brand LACURA. Side-by-side images circulating on social media show the product featuring a black squeeze tube with a gold cap, a visual presentation strikingly similar to the high-end primer sold by Shiseido's premium label CPB. The price difference, however, is stark: LACURA's version retails for just 24.9 yuan, while the comparable CPB product carries an official price tag of 540 yuan.
Notably, Shiseido has opted to pursue the case under unfair competition rules rather than trademark infringement. Legal experts point out that because LACURA operates under its own distinct brand name and does not directly use CPB or Shiseido registered trademarks, the outcome will likely hinge on whether the packaging is sufficient to confuse consumers and whether it constitutes an attempt to capitalize on another company's established reputation.
This is not the first time ALDI's private-label strategy has drawn legal scrutiny. In May 2025, Mondelez International filed a lawsuit in the United States accusing ALDI of mimicking the packaging designs of its well-known cookie and cracker brands in several private-label products. That case, which involves similarities in color schemes, typography, product imagery, and layout, remains ongoing.
The "affordable alternative" approach behind ALDI's private-label offerings has increasingly attracted attention. As a German hard-discount retailer, ALDI is recognized for its high proportion of own-brand goods and aggressive low-price strategy. In the Chinese market, private-label items account for over 90% of its assortment, with LACURA being a key brand in its beauty and personal care lineup. By the end of August, ALDI had expanded its presence to more than 120 stores across China.
The growing store footprint has made private labels a critical driver for strengthening ALDI's competitive edge. Yet, beyond delivering exceptional value for money, the retailer now faces the challenge of finding a defensible boundary between borrowing established visual language from leading products and avoiding unfair competition claims.