Key Takeaways
- Kao is launching its Curél skincare brand in the Nordic countries: Sweden, Norway, Denmark, and Finland in September 2026.
- The expansion follows successful entries into the UK, Germany, France, and the Netherlands, with UK sales rising by 24% year on year.
- Kao aims to boost international sales to 1.6 times 2024 levels by 2030, targeting overseas markets for half of its revenue.
Expansion of Curél in the Nordic Market
Kao Corporation is set to expand its Curél sensitive skincare brand into the Nordic countries, with a planned launch in Sweden, Norway, Denmark, and Finland scheduled for September 2026. The introduction of Curél in these markets aligns with Kao’s strategy to strengthen its European cosmetics presence as part of a broader global growth plan.
This move marks the latest step in Curél’s international rollout, following successful launches in several key European markets. The brand debuted in the UK in 2019, and to date, it has also entered Germany and France in 2025, with plans to enter the Netherlands in May 2026. Currently, retail sales in the UK have increased significantly, reflecting the brand’s positive trajectory with a 24% year-on-year growth.
Curél represents one of six focus brands in Kao’s Global Sharp Top strategy, a plan designed to propagate the growth of select Japanese beauty brands on an international scale. By targeting established retail partners—specifically beauty retailers KICKS and Matas for the Nordic launch—Kao aims to capitalize on these partnerships to enhance brand visibility and product accessibility.
The rationale behind expanding Curél into the Nordic region is rooted in the company’s overarching strategy to leverage established specialty retailers in order to penetrate new markets effectively. Europe has been identified as a priority, reflecting a broader ambition to scale cosmetics sales beyond Japan.
Kao’s goals are ambitious: the company is aiming to elevate its international sales to 1.6 times the levels recorded in 2024 by the year 2030, with a strategic focus on ensuring that around 50% of all sales come from overseas markets. This reaffirms the importance of international growth as a fundamental pillar of Kao’s business strategy, positioning the company to adapt to changing consumer preferences in the beauty industry worldwide.
Overall, the introduction of Curél to the Nordic markets is expected to strengthen Kao’s brand portfolio in Europe and further establish its presence within the global cosmetics landscape.
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