Product Introductions

Kao Sekken, quality toilet soap born

Nihachisui moisturizer marketed

Econa edible oil for food industry use,
Introduced under the name Econa, acronym for Edible Coconut Oil of Nagase

New and improved Kao Sekken,
Offering better quality at a reasonable price

Kao Shampoo,
Contributes to the establishment of the word "shampoo" in people's everyday lives

Excelin, powder detergent made from higher fatty alcohol

Kao Kona Sentaku, Japan's first synthetic powder detergent for household use
(Renamed Wonderful in 1953)
A big hit as electric washing machines became popular

Kao Feather Shampoo, powder type,
A big hit that changed the way Japanese people washed their hair

Wonderful-K,
First powder, then liquid type, detergent for kitchen use

Zav synthetic laundry detergent,
Kao's first petrochemical based detergent Widely-known for the advertising slogan
"Ganko na yogore ni Zav" (Zav, for stubborn dirt)

Mypet, the first household liquid cleaner in Japan

Kao Softer antistatic fabric softener
(Renamed Humming in 1966)

Kao Bleach chlorine-based bleach
(Renamed Kao Haiter in 1966)

New Beads synthetic laundry detergent,
Widely-known for the advertising slogan, "Shirosa to kaori no New Beads" (New Beads, whiteness and fragrance)

Halo toothpaste

Merit Shampoo,
Gained acceptance for its anti-dandruff properties to become a popular long-selling brand

Laurier sanitary napkins,
Gained popularity as a new type of sanitary napkin using super water-absorbent polymers

Bioré facial cleanser,
A new type of neutral and mild facial wash replacing soap

Tuftone toner binder for copying machines

Kao Sofina cosmetics,
A range of basic cosmetic products offering a new means of dermatology-based basic skin care

De-inking agents for paper recycling

Bub bath additives,
Effervescent bath additives in tablet form,
Created a new market as a product that makes use of carbon dioxide gas to stimulate blood circulation

Merries disposable diapers,
A new type of disposable diaper conceived from the development of various manufacturing technologies and new functional materials such as super water -absorbent polymers, non-woven fabrics and breathable cover sheet.

Bioré U body cleanser,
A top brand that expanded the market for body shampoos

Laurier sanitary napkins marketed by Kao (Taiwan)
Sales are later expanded throughout Asia

Attack concentrated laundry detergent
Through various innovative technologies including bio-technology, this detergent is able to attain the same cleaning power as conventional laundry detergents using only 1/4 the volume of detergent
Proved to be an innovative leader in detergent history as a major hit among consumers

Econa Cooking Oil, a cooking oil that helps prevent the accumulation of fat deposits in the body
The first cooking oil approved as a Food for Specified Health Use (FOSHU) by the Ministry of Health, Labor and Welfare

Healthya Green Tea, FOSHU-approved
Promotes body fat consumption by the effect of high tea catechin content

Asience premium hair care brand

Brilliant Brunette hair care brand from Kao Brands Company

Jergens Natural Glow,
Skin care products with a completely new concept launched by Kao Brands Company

Asience premium hair care brand marketed by Kao (Taiwan) and Kao (Hong Kong)
Later Kao (Shanghai) and Kao (Thailand) also launched the brand

Attack Easy, laundry detergent for hand washing, launched in Thailand

COFFRET D'OR total makeup brand from Kanebo Cosmetics

SOFINA beauté new basic skin care brand

SOFINA Primavista new base makeup brand

Blauné Hair Color Foam for gray hair,
Uses a totally new foam dyeing method

Ultra-concentrated liquid detergent Attack Neo