Kao Expands Curél into the Nordics

Kao Corporation’s global skincare brand Curél will launch across the Nordics in September 2026.

The launch bolsters the Happi International Top 30 Company’s skincare portfolio in Europe and reflects its broader cosmetics growth strategy, with Curél, Sensai and Molton Brown among the six focus brands driving Kao’s global expansion. The Nordic launch is part of Kao’s wider plan to grow Curél internationally. The company aims to increase the brand’s sales to 1.6 times the 2024 level by 2030 and raise the share of overseas sales to approximately 50%, officials said.

“The Nordics represent a highly sophisticated skincare market and a natural next step in Curél’s European growth journey,” said Linda Karlin, senior director, marketing & strategy Consumer Care EMEA at Kao. “Curél’s launch in the region reflects both the strength of the brand and Kao’s long-term commitment to advancing skin science. For decades, we have invested in understanding the 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 skincare.”

A New Chapter

Backed by Kao’s biomimetic ceramide technology, Curél is now available across Sweden, Norway, Denmark and Finland. The Nordic launch marks the next chapter in Curél’s European expansion, following successful introductions in the UK in 2019, Germany and France in 2025 and the Netherlands in May 2026.

The European expansion comes at a time when there is growing global interest in J-beauty, as consumers are starting to reject short-term beauty trends in favor of clinically proven formulations that prioritize skin barrier science and focus on long-term skin health, officials say.

In the UK, where the brand continues to build strong momentum, retail sales are reportedly currently up 24% year on year (year to date).

With more than 13,000 patents and globally recognized brands such as Bioré and Sensai, officials say Kao has built decades of expertise in skin science and innovation.

Across Europe, Curél focuses on growing the brand through trusted skincare retail channels and partners with retailers known for their skincare expertise, including pharmacies in Germany and France; derma-focused drugstores in the UK and Kicks; and Matas, two of the Nordics’ leading beauty retailers.

Global Sharp Top Strategy

Kao’s continued investment in its cosmetics business in Europe, including this Nordic launch, forms part of its “Global Sharp Top” strategy. This strategy concentrates resources on differentiated, high-value-added brands and priority categories where the company can build leading market positions and accelerate growth.

“As one of Kao’s six focus brands, Curél plays an important role in driving the global growth of Kao’s cosmetics business,” said Tomoko Uchiyama, senior executive officer and president of Cosmetics Business, Kao. “Alongside the quality and technology cultivated in Japan, the brand draws on Kao’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’s broader global growth strategy for its cosmetics business.”