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Fabric and Home Care

Enabling cleaner and more comfortable lives every day

In the Fabric and Home Care Business we provide products to consumers in Asia as well as Japan and have for many years made the most of proprietary Kao technology to develop good quality, functional products that are easy to use. Such fabric care products include the leading Attack laundry detergent, Humming fabric softener, and Haiter bleaching agent, and home care products include Family and CuCute dishwashing detergents, and Magiclean and Quickle house cleaning products. The Fabric and Home Care business is ever responsive to changes in society and among consumers as it supports cleaner and more comfortable lives through innovative, high value-added products.


Main Brands

Attack

Attack, the leading laundry detergent brand, is a product known to every Japanese consumer. Thanks to continuous improvement of the product to improve quality and usability since it was launched in 1987, it has built an established reputation among consumers in Asia and Oceania.

Haiter

Haiter, the brand with the largest share of the laundry bleach market in Japan, began to be exported to Asian markets in the 1960s. Today, it's sold in many Asian countries and is a favorite of consumers.

Magiclean

Household cleaner Magiclean, on the market since 1971, is also sold in countries like Thailand, where it was been adapted for local household conditions. The brand has become synonymous with household cleaner and is popular among many households today.
Kao Group