Kao Expands Curél Skincare to Nordic Markets, Targets 50% Overseas Sales by 2030

Kao Broadens European Footprint with Curél Launch

Kao Corporation, a Japanese beauty company, is expanding its Curél skincare brand into Nordic markets. From September, Curél products will become available in Sweden, Norway, Denmark, and Finland. This move aims to strengthen Kao’s position in the European skincare sector.

The company plans for Curél to be sold through beauty retailers such as Kicks and Mata in these new markets. Linda Karlin, Senior Director of Marketing & Strategy Consumer Care EMEA at Kao Corporation, stated the Nordics represent a developed skincare market and a logical progression for Curél’s European growth path. Kao describes Curél as a brand focused on dry, sensitive skin concerns, supported by scientific research.

Strategic Expansion Supports Global Sales Objectives

This Nordic expansion follows Curél’s earlier introductions in other European countries. The brand launched in the UK in 2019, where Kao reported a 24% year-on-year increase in retail sales for the 12 months ending June 2026. Curél also entered Germany and France in 2025, followed by the Netherlands in May 2026.

Kao Corporation aims to grow its overall sales 1.6 times the 2024 level by 2030. A key component of this strategy is to increase the share of overseas sales to approximately 50% of its total business by the same year.

Tomoko Uchiyama, Senior Executive Officer and President of Cosmetics Business at Kao Corporation, stated that Curél is one of six focus brands driving the company’s global cosmetics growth.

Implications for Asia's Beauty Industry

Kao Corporation's continued European expansion demonstrates a clear strategy by a major Japanese beauty player to diversify its revenue streams beyond Asia. By targeting 50% of sales from overseas markets by 2030, Kao shows its commitment to global market share. This approach means increased investment in international marketing, distribution, and product localization.

For other Asian beauty brands, particularly those in Korea and China looking to grow internationally, Kao’s strategy highlights the importance of sustained, multi-market entry to build a substantial global presence. It also underscores how Japanese expertise in specific skincare needs, like sensitive skin, can translate into international market success.