Kao Corporation, one of the leading groups in the beauty and personal care sector, has announced a profound renovation of its cosmetic strategy with the aim of reaching a net sales of 400 billion yen and an operating margin of 15% from 2030.
The Japanese company will concentrate its efforts on six strategic brands that will form the core of its new growth plan: SENSAI, MOLTON BROWN, KANEBO, SOFINA, Curél and KATE.
Differentiated models of international growth
As reported by the Japanese giant, the new roadmap includes three expansion models designed to respond to the diversity and different needs of global markets:
-
“Japan-Origin” Model: The brand Curél, specialized in sensitive skin and ceramides, will expand in Europe, where Kao will multiply its distribution network by six with the goal that 50% of its sales come from abroad in 2027.
-
Luxury market in Asia: The premium brands SENSAI and MOLTON BROWN will intensify their development in Asia, managing the region as an integrated market. The company foresees that SENSAI will grow 150% and MOLTON BROWN 100% in 2027, compared to 2024.
-
Asia Model: With Thailand as a pilot market, Kao will promote the expansion of KANEBO and KATE, with a sales growth target of 150% for 2027. For its part, SOFINA will reorganize its portfolio under a unified brand and projects an increase of 50% in Asia (excluding Japan) in the same period.
Innovation, efficiency and female leadership
To achieve its goals, Kao is reinforcing its operational efficiency through artificial intelligence, digitalization and cost optimization, in addition to taking advantage of its technological assets in dermatological research, ceramides and cosmetic formulation.
The strategy will be led by Tomoko Uchiyama, President of Global Consumer Care – Cosmetics Business since January 2025, who brings extensive experience in transformation processes within the group.
Sustainable commitment
In line with its corporate plan “Kirei Lifestyle Plan”, Kao maintains its commitment to sustainability, integrating environmental objectives in all its operations and promoting a business model that generates growth without compromising the planet. Kao is preparing to reinforce its position in the international beauty market, betting on iconic brands, technological innovation and a strategy that combines economic growth with social and environmental responsibility.