Darmstadt/Paris, 27 January 2025 – Japanese consumer goods manufacturer Kao, known for brands such as John Frieda, Goldwell, and Molton Brown, is launching its global skincare brand Curél exclusively in pharmacies in Germany and France. The launch is part of Kao’s growth strategy in the skincare sector, with a particular focus on derma-cosmetics and skin protection.

Curél is based on Kao’s innovative biomimetic ceramide technology and has been Japan’s leading brand for sensitive skin for over ten years**. All products are specifically designed to protect and replenish the skin’s own ceramides, which are the skin’s natural moisture reservoirs. Curél is the result of Kao’s many years of research expertise, which not only covers skin and hair care but also basic research and includes over 15,000 patents worldwide.
The market launch is an important part of Kao’s growth strategy in the skincare sector, with a special focus on products that protect the skin from environmental influences and promote its regeneration. Curél was already successfully launched in the UK in 2019; for Germany and France, Kao is pursuing a tailored distribution strategy that addresses the specific characteristics of the local markets and customer needs.
Wendy Brown, Senior Director, Skincare Strategy & Revenue Growth Management, Consumer Care, EMEA at Kao, explains the strategic importance of this launch: “The introduction of Curél in German and French pharmacies marks a crucial milestone in our ‘Win in Skin’ strategy. Our focus on dermatological skincare aligns perfectly with the high-growth potential we see in this sector. By choosing the pharmacy channel, we’re leveraging the specialised expertise needed for sensitive skin care, ensuring we connect with our target audience effectively.”
“This launch goes beyond expanding our product range; it’s a step towards realising our Kao vision of a ‘Kirei life’ – filled with beauty, health, and sustainability – for every household. We’re confident that Curél will quickly establish itself as the go-to expert brand for sensitive skin in Europe, just as it has in Japan.”
With the introduction of Curél, Kao is expanding its portfolio in the skincare and skin protection category in the EMEA region, which, next to Curél also includes other brands in the area of sun protection and safe tanning. With Bondi Sands, Kao offers a range of comprehensive sun care and self-tanning products, while Bioré, another leading Japanese skincare brand, covers an innovative UV product line. Kao’s growth plans in the skincare sector are part of the company’s ‘Global Sharp Top’ strategy, which is designed to promote investment in areas where Kao can offer a high added value.
* Based on INTAGE Inc SRI Data, Market for Skincare Products for Sensitive Skin, Mar 2018-Dec 2023, Turnover Value
** Based on INTAGE Inc. SRI Data, Sensitive Skin Care Products Market, 01/01/2012 – 31/12/2023, JAPAN/ Supermarket, Hypermarket, Homeware Store, Drugstore, Market Share (Value)