Japanese consumer goods manufacturer Kao has announced the launch of its global skincare brand Curél in four Nordic countries: Sweden, Norway, Denmark, and Finland. The launch, set to take place in September 2026, will see Curél exclusively available at KICKS and Matas in the Nordics, as part of Kao’s strategic expansion of its cosmetics business.
Curél, Japan’s No. 1*1 skincare brand for sensitive skin, will join Kao’s other successful skincare brands in Europe, including John Frieda, Bioré, SENSAI, and Molton Brown. This launch marks a step in Curél’s global growth strategy, with Europe positioned as a priority region.
Backed by Kao’s pioneering biomimetic ceramide technology, Curél has gained a cult following in Japan and is now expanding its reach to the Nordic market. This launch follows successful introductions in the UK in 2019, Germany and France in 2025, and the Netherlands in May 2026.
The expansion into Europe comes at a time when consumers are increasingly interested in J-beauty, seeking clinically proven skincare solutions that prioritize skin barrier science and long-term skin health over short-term trends.
In the UK, where the brand has been gaining momentum, retail sales are up 24% year on year *2, demonstrating the growing demand for Curél’s science-backed skincare solutions.
Kao has a long history of expertise in skin science and innovation, with over 13,000 patents and globally recognized brands such as Bioré and SENSAI. Curél, developed on this foundation, is Japan’s leading sensitive skincare brand, earning the trust of millions of consumers with its gentle formulations and proven efficacy.
Linda Karlin, Senior Director of Marketing and Strategy Consumer Care EMEA at Kao, expressed excitement about the brand’s launch in the Nordics, stating, “The Nordics represent a highly sophisticated skincare market and a natural next step in Curél’s European growth journey. Curél’s launch in the region reflects both the strength of the brand and Kao’s long-term commitment to advancing skin science.”
Curél will focus on growing its presence in Europe by partnering with trusted skincare retailers, including pharmacies in Germany and France, derma-focused drugstores in the UK, and KICKS and Matas, two of the Nordics’ leading beauty retailers.
The Nordic launch is part of Kao’s wider plan to grow Curél internationally, with the goal of increasing sales by 1.6 times the 2024 level by 2030 and raising the share of overseas sales to approximately 50%.
This launch is a testament to Kao’s continued investment in its cosmetics business in Europe, as part of its “Global Sharp Top” strategy, which focuses on differentiated, high-value-added brands and priority categories to drive growth.
Tomoko Uchiyama, Senior Executive Officer and President of Cosmetics Business at Kao, commented, “As one of Kao’s six focus brands, Curél plays an important role in driving the global growth of our cosmetics business. 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.”
*1 Based on INTAGE Inc SRI Data, Market for Skincare Products for Sensitive Skin, Jan 2015-Dec 2025, Turnover Value
*2 Results for the period from December 28, 2025 to June 27, 2026, compared with the same period of the previous year
About Curél
Curél was founded in 1999 by Kao’s dermatological research laboratory, with a focus on developing products that meet the specific needs of people with dry, sensitive skin. The brand’s portfolio is built on the extensive research results of the Kao Institute, with ceramides identified as the key to maintaining skin moisture as early as 1985.
About Kao
Kao is a Japan-based manufacturer of cosmetics, personal care, household products, and specialty chemicals, creating high-value-added products and services that provide care and enrichment for the life of all people and the planet. With brands such as Curél, SENSAI, MOLTON BROWN, Bioré, and Jergens, Kao is part of the everyday lives of people across Asia, the Americas, Europe, the Middle East, and Africa. The company generates about 1,690 billion yen in annual sales and employs approximately 31,500 people worldwide. Please visit the Kao Group website for more information.
Press Contact
Vanessa John I Associate Director Corporate Communications EMEA I Kao
+49 (0) 6151 3960-805 I Vanessa.John@
