Kao Corporation announced a revamp of its Cosmetics Business strategy to accelerate growth. 

As a milestone toward this ambition and in alignment with the medium-term management plan “K27,” Kao will pursue a set of strategic initiatives to drive further expansion.

Kao will divide the six brands poised for global growth into three distinct overseas expansion models, sharpening brand positioning and enhancing competitiveness in the global market.

Kao will position Sensai, Molton Brown, Kanebo, Sofina, Curél, and Kate as its focused global growth brands. The company will accelerate overseas expansion in markets where these brands address consumer needs and can leverage Kao’s extensive resources and expertise.

Leveraging its broad technological assets as a diversified chemical manufacturer, Kao will apply its distinct fundamental technologies across categories and brands.

By integrating human expertise with AI, the company will maximize sales capabilities, further streamline supply chain management, and reduce fixed costs to strengthen its business foundation.

Tomoko Uchiyama, Executive Officer and President of Global Consumer Care – Cosmetics Business, said, 

“Our Cosmetics Business has the flexibility to respond to changing times and market dynamics with a diverse portfolio of brands… We will pursue a strategy centered on the six brands, aiming to establish a strong earnings base by 2027 through both growth initiatives and structural reforms. Building on this foundation, we will target sustainable growth beyond, striving to achieve ‘Global Sharp Top’ with a brand portfolio that blends scientific evidence with sensorial beauty.”

Japan-Origin Model

Curél, is accelerating its expansion in the European market. The brand entered Europe in 2019 and has since gained strong traction. 

In the first half of 2025, sales in the UK rose 70% year-on-year, underscoring robust demand. Leveraging the proven efficacy of its “ceramide care,” Kao will expand Curél’s store presence in Europe by six times.

Europe-Origin Model

Kao is expanding its luxury brands Sensai and Molton Brown, which embody distinctive aesthetics and philosophies that have strongly resonated with consumers in Europe’s luxury segment. The strategy now focuses on capturing growth in the rapidly expanding Asian luxury market.

Through “Integrated operations” that manages Asia as one market for global shoppers, Kao aims to increase Sensai sales in Asia (including Japan) by 150% and Molton Brown sales by 100% by 2027, compared with 2024 levels.

Asia Model

This model adapts brand values developed in Japan to meet the unique characteristics of Asian markets. Thailand, with its strong cultural affinity to Japan in areas such as makeup and anime, will serve as the pilot market.

Kao will concentrate on the Kanebo and Kate brands to establish a successful blueprint for regional rollout, targeting sales growth of 150% in Thailand by 2027 compared with 2024 levels. 

In parallel, Kao will reposition Sofina, unifying its sub-brands under the Sofina umbrella. Since its establishment in 1982, Sofina has built a strong presence in Japan with its science-driven approach to skincare and makeup. By 2027, Kao aims to increase Sofina sales in Asia (excluding Japan) by approximately 50%.

Leadership and Vision

These initiatives will be led by Tomoko Uchiyama, Executive Officer and President of Global Consumer Care – Cosmetics Business, who assumed her role in January 2025. 

Having successfully transformed Kao’s hair care business, Uchiyama will now apply her expertise to drive the growth and renewal of the Cosmetics Business.

Read Next

Kao Recognized as One of the World’s Most Ethical Companies

Kao Releases Its 2025 Sustainability Report