Kao Promotes Cramer to VP EMEA, Drives Curél Europe Expansion
Japan's Kao Corporation appointed Michael Cramer as VP Professional Hair and Consumer Care Business for EMEA. This move supports Kao's strategic expansion of its Curél skincare brand across Europe, targeting significant sales growth by 2030.
Kao Appoints New EMEA Vice President
Kao Corporation, the Japanese beauty firm, has appointed Michael Cramer as Vice President of its Professional Hair and Consumer Care Business for Europe, the Middle East, and Africa (EMEA). This promotion gives Cramer responsibility for strengthening Kao’s brand portfolio in the region.
Key brands under his remit include the John Frieda hair care line, Bioré skin care, and Molton Brown fragrances. Cramer’s career at Kao began in 2006 as Sales Director, a position he held for four and a half years. He later returned to Kao EMEA & Americas in 2016, serving as Head of Managing Directors for six years until 2022. Following this, he was named VP Consumer Care, EMEA, before assuming his current leadership role.
European Skin Care Expansion Continues
Cramer’s appointment aligns with Kao Corporation’s ongoing strategy to grow its presence in Europe. The company has focused on expanding its Curél skin care brand across the continent. In September 2026, Curél launched in the Nordic markets, becoming available in Sweden, Norway, Denmark, and Finland. Retailers such as Kicks and Mata now stock the brand.
This follows earlier European entries for Curél, which launched in Germany and France in 2025. The brand then entered the Netherlands in May 2026. Kao stated these actions reinforce its European skin care offerings and reflect a broader strategy for cosmetics growth.
Targets and Implications for Asia
Kao Corporation has set clear financial objectives for its Curél brand. The company aims to increase Curél’s sales by 1.6 times its 2024 level by the year 2030. Furthermore, Kao intends to raise the share of Curél’s overseas sales to approximately 50%.
For Asian beauty brands and manufacturers, Kao’s targeted European expansion shows a continued push into established Western markets. This strategy suggests sustained competition in the skin care segment, particularly for brands focusing on specific regional growth. Asian suppliers may note the emphasis on market penetration and sales growth in key European retail channels.
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