Kao accelerates growth strategy for Consumer Care Business following Bondi Sands acquisition

Kao accelerates its ambitious strategy to drive the growth of its Consumer Care Business in the EMEA region, building on its successful acquisition of the Bondi Sands business in 2023. Kao aims to substantially grow its Consumer Care Business by maintaining a strong market position in haircare and expanding in the skincare and skin protection category, aiming to double its EMEA Consumer Care Business by 2030. 

With the renowned Australian sun product company Bondi Sands part of its portfolio, Kao has reconfirmed its focus on skincare as one of the key growth drivers in its mid-term management plan. Aligned to its “Global Sharp Top Strategy”, Kao has identified the AEMEA regions and the skincare category as pivotal catalysts for future growth. The strategic focus involves expanding within the skin protection category, offering consumers solutions to heal and protect their skin from external environmental factors, while
establishing a firm global presence in the sunscreen and self-tanning markets. 

Alongside robust distribution expansion of Bondi Sands across EMEA, coupled with strong further growth in the UK, Kao is poised to further boost its business for Bioré, particularly Bioré UV, and therapeutic skincare brand Curél. The number one brand for sensitive skin in Japan is set to expand into new channels and markets within the EMEA region. In addition, Kao is exploring new brands that align with its strategic direction, "Win in Skin", specifically targeting categories in skin protection, skin healing or environmental protection, reinforcing its commitment to excellence in skincare.
 
New Organisational Structure to Enable Skincare Business Growth 

Aligned to these strategic priorities, Kao is repositioning its Consumer Care organisation in EMEA. After successfully leading the Kao UK Consumer Care Business as Country General Manager, Wendy Brown has been promoted into the newly established role of Senior Director, Skincare Strategy & Revenue Growth Management, Consumer Care, EMEA, bringing her strategic expertise and excellent commercial acumen to Kao’s regional business. A dedicated team under her leadership has been assigned to develop the company's skincare and revenue growth strategies for the EMEA region in line with Kao´s Global Sharp Top
Business Strategy.

In addition to the integration of the Bondi Sands teams in Australia and the US, Kao is actively engaged in incorporating the Bondi Sands operations into their EMEA Consumer Care Business organisation in the UK,
forming one joint organisation. The newly created integrated Kao UK Consumer Care Business will be led by Karen King as General Manager. King, who headed the Bondi Sands UK and EMEA business, brings over 20 years of experience in the beauty industry to her new role and will focus on driving continuous growth of Kao's UK hair and skincare business.
 
“As we shape our new organisational framework, it is crucial that we harness the collective expertise and talent within both organisations, while maintaining robust partnerships with our retailers”, says Michael Cramer, Vice President Consumer Care Business, EMEA. “We aim to keep our strong position in premium haircare and expand our Sharp Top position by launching value-adding, category-defining products to the market. Haircare continues to be the foundation and driver of our business alongside the robust plans to
accelerate growth in skincare and achieve our goal to double the Kao EMEA Consumer Care business by 2030.”