Kao Expands Curél to Nordic Markets, Targets 2030 Revenue Growth
Japanese cosmetics firm Kao will launch its Curél dry skin care brand in Sweden, Norway, Denmark, and Finland starting September 2026. This expansion aims to significantly increase Curél's international revenue contribution by 2030, following previous launches across Europe and Brazil.
Kao Drives Curél International Expansion
Japanese beauty company Kao will introduce its Curél dry skin care brand to Sweden, Norway, Denmark, and Finland in September 2026. This move follows recent launches in the United Kingdom in 2019, Germany and France in 2025, and Brazil and the Netherlands in May this year. The expansion is part of Kao’s strategy to accelerate Curél’s international presence.
Kao aims to increase Curél’s revenue to 1.6 times its 2024 level by 2030. The company also plans to raise the share of international sales to approximately 50% of the brand’s total revenue within the same timeframe.
Brand Focus and Market Reception
Curél focuses on the skin’s natural barrier function, featuring Kao’s proprietary biomimetic ceramide technology. Kao states the brand has received positive reception in Europe. For instance, the company reported a 24% increase in UK retail sales for Curél since early this year, compared to the same period in 2025. This sales data covers December 28, 2025, to June 27, 2026.
Linda Karlin, Senior Director, Marketing & Strategy Consumer Care EMEA at Kao, commented that the Nordics represent a sophisticated skincare market. She added that Kao has invested in understanding dry, sensitive skin and developing products that address consumer needs.
Retail Strategy and Asian Market Implications
Across Europe, Curél’s strategy involves growing the brand through established skincare retail channels. Kao partners with retailers known for their skincare expertise, including pharmacies in Germany and France, derma-focused drugstores in the UK, and prominent Nordic beauty retailers like KICKS and Matas.
For Asian beauty brands, Kao’s measured expansion into sophisticated European markets demonstrates a strategy of targeted channel partnerships rather than broad retail saturation.
This approach may inform how other Japanese and Korean dry skin care brands plan their own entries into similar high-value Western markets, emphasizing expert-backed distribution over mass-market availability.
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