As part of its Zero Waste mission, Kao is following the 4R principle to reduce, replace, reuse and recycle plastic.

Since 2019, the shampoo bottles of Kao’s iconic hair care brand Guhl consist of 50% recycled polyethylene terephthalate (rPET), while the conditioner bottles are made of 100% polypropylene (PP) and are completely recyclable. Based on 13 million shampoo bottles produced per year, Kao manages to save almost 650 tonnes of CO₂ and 150 tons of virgin PET by using rPET.