Global Business Expansion

The Kao Group comprises three consumer products businesses: Beauty Care, Human Health Care, and Fabric and Home Care, and also includes the Chemical Business which provides chemical products to various industries.

Kao's Beauty Care Business markets brands such as Bioré skin care products, conceived in Japan and revered by people all over North America and Asia, the Jergens skin care brand, a mainstay in North America boasting over 100 years in the American market, and the Asience premium hair care brand, enjoying a solid reputation in Japan and other Asian countries where it is marketed.

The Beauty Care Business also markets the Goldwell hair care brand for professionals conceived in Germany. Goldwell enjoys widespread support worldwide from hair stylists not only in Europe and North America, but also in the Middle East, Africa, and Asia.

In 1979, the Human Health Care Business began selling Laurier sanitary napkins in Japan. Since then, sales of the brand have expanded to other Asian countries. Today, Laurier is regarded as a reliable brand throughout Asia.

The Fabric and Home Care Business develops products that are tailored to the lifestyles of people in Japan and in other Asian countries. As a result of these country-specific product development efforts, Fabric and Home Care brands such as Attack laundry detergent, Haiter bleaching agent, and Magiclean house cleaning products enjoy widespread consumer support.

The Chemical Business operates globally offering many products with brand names that are well known as a common name in related industries worldwide.

In particular, brands such as Mighty concrete additives and KALCOL higher fatty alcohol have gained worldwide trust and support of customers in industries that use the products.