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Our Consumer Care Business ESG Strategy and Activities

Performance in service of people & planet, to create a Kirei life for all. The Consumer Care Business aims to enable a beautiful life for all. That’s why we are passionate about products which perform for those we serve. We have always done this with our values of Yoki-Monozukuri, innovation and integrity at the heart. But today, it’s no longer enough to just prioritise the needs of people. We must prioritise the needs of our planet, too. Ensuring those that we serve can enjoy products which work for them, work for society, and work for the planet – without compromise.


Formulas that are safe for the planet – Give our consumers formulations that provide the highest level of safety and performance with the lowest negative impact on people, animals and planet.

• Sustainable formulation design vision  Maximum Performance with Minimum Negative Impact.

  • By 2025 – Strive to have all our products be safe for land & water through formulas which are made with biodegradable ingredients and will not harm aquatic life.

  • By 2025 – All products, that are made in-house, are made in carbon neutral factories.

  • Ongoing – Support water conservation by reducing full lifecycle H2O use via reformulations & formats.

• Responsible ingredient selection:
  • Ongoing – Use responsibly sourced ingredients that are aligned to our standards in respect to natural systems, animal welfare, human health and human rights.


Packaging that support zero waste – Bring to our marketplace innovative packaging materials, designs and systems that support people in attaining zero waste lifestyles.

  • Recycle: By 2025, strive to have all of our packaging be designed for recycling.

  • Replace: By 2025, strive to incorporate 50% Post Consumer Recycled Materials in our plastic packaging and use responsibly sourced wood fiber materials.

  • Reduce: By 2025, reduce fossil fuel-based virgin plastic by 30% compared to 2017 and minimise the amount of plastic packaging used via innovative designs.

  • Reuse: By 2025, innovate with new reuse and refill formats.


Brands that care for society – Use the power of our brands to positively contribute to society and educate and empower our consumer to live healthier, more sustainable lifestyles.

  • Action: By 2021, each of our brands will serve society through their core purpose, social responsibility and community actions.

  • Information: By 2025, we will provide accessible sustainability information which empower every consumer to live a more sustainable life.

Packaging that support zero waste – Guhl sustainable packaging

Guhl’s shampoo bottles consist of 50% recycled polyethylene terephthalate (rPET), while the conditioner bottles are made of 100% polypropylene (PP) and are completely recyclable. This way, the iconic transparent shampoo bottles are both beautiful and sustainable. With around 13 million bottles produced per year, Kao manages to save almost 650 tons of CO2 and 150 tons of virgin PET by using rPET.


Formulas that are safe for the planet –    John Frieda Shampoo Bars

With its Shampoo Bars, iconic hair care brand John Frieda offers concentrated formulas that are highly effective yet gentle on the planet with plastic free packaging, 95% biodegradable ingredients, vegan friendly and SLS/SLES sulfate free. On top of that they last twice as long as normal shampoos.


Brands that care for society – Bioré support mental health

Skincare brand Bioré has always embraced its core values, such as inclusivity, courage and curiosity. Bioré now partners with Mental Health Europe (MHE), a leading European independent non-profit organisation, which is committed to the promotion of positive mental health and the protection of the rights of people with psychosocial disabilities at European level. It strives to mainstream mental health in all policies and end mental health stigma. They work with over 30 European countries and are regulars at the European Parliament influencing policy makers to develop mental health friendly policies.

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