Kao expands Consumer Care portfolio in EMEA with launch of Bioré UV

Kao, known for brands like John Frieda, Goldwell and Molton Brown, is expanding its portfolio in EMEA with the launch of its first facial care product with UV protection in the region. Bioré UV Aqua Rich, bestselling sunscreen brand in Japan*, is launching at Superdrug in the UK and selected retailers in the DACH region starting this week, with France and Benelux following in early summer. With the launch, Kao EMEA is building on the company’s longstanding global expertise and research in skincare and is expanding its business into the UV category while also strengthening its Bioré brand. The launch supports the growth strategy of Kao’s Consumer Care Business in EMEA as part of the company’s overall mid-term strategy K25.
 
With Bioré UV Aqua Rich, Kao brings an acclaimed product to Europe: Globally, one sunscreen sells every 15 seconds** and has generated 6.3 million views on trend-driving online platform TikTok. The product, developed at Kao’s headquarter in Japan, is especially known for its lightweight and invisible formula, which is designed to spread and absorb easily, while at the same time hydrating the skin with hyaluronic acid, combining the benefits of a moisturizer and UV protection in one product. It is dermatologist tested and non-comedogenic, making it suitable for sensitive skin and features a unique proprietary formula that encapsulates water molecules in a UV film, meaning that compared to regular SPF, it has less oil content and delivers the watery essence feel the product is known for. Bioré UV Aqua Rich is also proven to leave no white cast and comes with a sheer texture and lightweight formula that makes it suitable for all skin tones and skin types, including oily skin and can be worn comfortably under make-up with no product pilling.
 
“Kao has a wealth of experience and knowledge in the area of skin care, including decadesof global research in this field and we are excited to be able to bring this successful product to our UK consumers”, says Wendy Brown, Country Manager, Consumer Care Business UK, Kao. “Consumers are increasingly aware of the
effects of UV on the skin, and we see that UV protection is becoming an integral part of the daily skin care routine. With a very large sun care market in Europe and the UK, we see a lot of potential for Bioré UV to deliver this consumerneed as it provides the protection and benefits of an excellent skincareproduct without the unwanted effects of a traditional sunscreen.”
                                                            
Bioré UVAqua Rich is available in High Protection SPF 30 UVA & UVB and SPF 50 UVA& UVB and is launching at Superdrug in the UK as well as selected retailers in Germany, Austria, and Switzerland from this week. France and Benelux will follow in early summer.