Kao is bringing its global skincare brand Curél to the Netherlands, with an exclusive launch at Etos Derma stores nationwide. Known for brands such as John Frieda, Goldwell and Molton Brown, the launch marks another milestone in Kao EMEA’s growth strategy in the skincare sector, with a particular focus on dermacosmetics and skin protection.
Backed by Kao’s innovative biomimetic ceramide technology, Curél has been Japan’s leading brand for sensitive skin for more than ten years. Developed specifically for dry and sensitive skin, the range is designed to protect, replenish and strengthen the skin’s natural ceramides – essential components that help retain moisture and defend against external irritants.
Curél was successfully introduced in the UK in 2019, followed by launches in Germany and France in 2025. The Netherlands now becomes the latest market in Kao’s broader EMEA skincare expansion strategy, with the company pursuing a tailored distribution approach designed around the specific characteristics of the Dutch market. Across Europe, Curél has prioritised retail environments where skincare expertise and consumer trust are strongest – including pharmacies in France and Germany, and drugstore channels in the UK and the Netherlands.
The launch builds on Kao’s long-standing expertise in skin and hair care innovation. With more than 15,000 patents worldwide, Kao combines advanced scientific research with consumer insight to develop products that address evolving skincare needs. Alongside Curél, Kao’s global beauty portfolio includes internationally recognised brands such as John Frieda, Goldwell, Molton Brown, Bioré and SENSAI.
Rutger Haarmans, Country Manager, Consumer Care Benelux at Kao, explains the strategic importance of this launch: "The introduction of Curél in the Netherlands marks a crucial milestone in our ‘Win in Skin’ strategy. Our focus
on dermatological skincare aligns perfectly with the high-growth potential we see in this sector. By choosing Etos and their Dermacare section as partner, we're leveraging the specialised expertise needed for sensitive skin care, ensuring we connect with our target audience effectively.”
The launch comes amid growing international interest in J-beauty brands, which have long emphasised prevention, skin barrier science and clinically grounded formulations rather than trend-led positioning. This reflects a broader shift in skincare towards greater scrutiny of efficacy, transparency and scientific credibility.
With the introduction of Curél, Kao is further strengthening its skincare and skin protection portfolio across the EMEA region. Alongside Curél, the portfolio includes brands active in sun protection and self-tanning, including Bioré, which has introduced Kao’s first UV protection line in the region, and Bondi Sands, offering a comprehensive range of sun care and self-tanning products.
Kao’s growth in skincare forms part of its “Global Sharp Top” strategy, which focuses on investing in priority categories where the company can build leading market positions through high-value offerings and differentiated propositions.
* Based on INTAGE Inc SRI Data, Market for Skincare Products for Sensitive Skin, Jan 2015-Dec 2025, Turnover Value
