The Japanese company Kao Corporation continues to raise its stake in dermatological care in Europe with the launch of its sensitive skin skincare brand Curél in the Netherlands. The brand will be exclusively available through the Dutch chain Etos, in its specialized Dermacare spaces, a move that is part of Kao's growth strategy in the Europe, Middle East, and Africa region.
With this addition, the Netherlands becomes the fourth European market for Curél after its arrival in the United Kingdom in 2019 and its subsequent expansion to France and Germany in 2025. The company is opting for selective distribution based on channels with dermatological credibility and specialized advice, such as pharmacies and parapharmacies, with the aim of connecting more effectively with consumers with sensitive skin.
Founded in 1999, Curél has established itself as the leading brand in Japan within the sensitive skin category for over a decade. Its proposal is based on biomimetic ceramide technology developed by Kao, designed to strengthen the skin's barrier function, maintain hydration, and reduce sensitivity associated with skin dryness.
The expansion is part of Kao's global "Global Sharp Top" strategy, which identifies Curél as one of six key brands to drive the international growth of the group's cosmetic business. According to the company, the dermo-cosmetics and skin protection segment represents one of the biggest growth opportunities within the skincare market, especially in Europe. In addition to Curél, Kao is strengthening its skincare portfolio in the region with other brands such as Bioré, specialized in sun protection, and Bondi Sands, focused on photoprotection and self-tanners.
According to Michael Cramer, Vice President of Kao's Consumer Care business for EMEA, Curél's arrival in the Dutch market constitutes a strategic step within the company's ambition to consolidate its presence in dermatological care and accelerate the growth of its skincare business in the region.