Kao Corporation targets European growth with Curél Nordics launch

By Lynsey Barber | Published: 25-Aug-2026

The move by Kao Corporation to introduce science-backed skin care brand Curél in Sweden, Norway, Denmark and Finland comes as the J-beauty giant aims to grow sales from overseas to 50% of its business

Kao Corporation is targeting growth in Europe with the expansion of its skin care brand Curél in the Nordics.

The Japanese beauty giant, which also owns hair care line John Frieda, skin care brand Bioré and fragrance brand Molton Brown, will introduce Curél in the region from September.

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Curél will be available in Sweden, Norway, Denmark and Finland at beauty retailers including Kicks and Mata.

It follows its introduction in the UK in 2019, where retail sales are up 24% year-on-year in the 12 months to the end of June, the company said.

The science-backed skin care brand also entered Germany and France in 2025, followed by the Netherlands in May 2026.

“The Nordics represent a highly sophisticated skin care market and a natural next step in Curél’s European growth journey,” said Linda Karlin, Senior Director, Marketing & Strategy Consumer Care EMEA, at Kao Corporation.

“Curél’s launch in the region reflects both the strength of the brand and Kao Corporation’s long-term commitment to advancing skin science.

“For decades, we have invested in understanding dry, sensitive skin and developing innovations that address real consumer needs.

“We are proud to bring Curél’s unique expertise to a new audience and continue our mission of enriching lives through science-backed skin care.”

The move strengthens Kao Corporation's skin care portfolio in Europe and “reflects the company’s broader cosmetics growth strategy”, the company said in a statement.

Kao Corporation is targeting sales growth of 1.6 times the 2024 level by 2030 and aims to raise its share of overseas sales to around 50%.

Tomoko Uchiyama, Senior Executive Officer and President of Cosmetics Business at Kao Corporation, said: “As one of Kao’s six focus brands, Curél plays an important role in driving the global growth of Kao Corporation’s cosmetics business.

“Alongside the quality and technology cultivated in Japan, the brand draws on Kao Corporation’s expertise rooted in skin science, strengthening its support for people with dry, sensitive skin.

“The Nordic launch is another meaningful step in expanding Curél’s presence in Europe and advancing Kao Corporation’s broader global growth strategy for its cosmetics business.”