The "Kao Way" embodies our corporate philosophy, and is the foundation of the business activities of the Kao Group. As our cornerstone, the "Kao Way" provides consistency to Group activities from the formulation of mid- to long-term business plans to each business decision that we make every day. Accordingly, it acts as a guiding principle for all of our members, bringing together the growth of our company and that of our individual members. As such, it is an essential element in making the work we do more rewarding and instilling in us a sense of purpose.
Kao Group companies and members share the "Kao Way" not merely as a manual or set of rules but as a foundation from which we are able to determine both the value of our work and the concerns that we face.
As one Kao, we work together with passion to provide comprehensive care and enrichment to create a Kirei life—a cleaner, more beautiful, and healthier life for all people and the planet. Through innovation that provides excellent value, we share joy and create a safer, more harmonious world for all.
The Japanese word kirei describes something that is clean, well-ordered, and beautiful all at once. For Kao, this concept of Kirei not only describes appearance but also attitude—a desire to create beauty for oneself, for other people, and for the natural world around us. At Kao, Kirei is the value we want to bring to everyday life through our brands, products, technologies, solutions, and services—now and in the future.
By deeply knowing and understanding our world and its people, we aim to improve people's lives beyond their expectations for a future where humans and nature thrive together.
The Japanese word we use for "integrity," seido wo ayumu, literally means "walk the right path." This unique phrase comes from our founder, Tomiro Nagase. He taught us that good fortune is given only to those who work diligently and behave with integrity. We will always choose the path of integrity, even when it is not easy.
In Japanese, "yoki" means good or excellent, and "monozukuri" means making or craftsmanship. For us, Yoki-Monozukuri means an excellent creation process that is good for everyone involved and enriches the lives of consumers and customers.
Innovation is a way of thinking. Our openness to new ideas has advanced our business since the days of our founder. Whether it is steady improvements, breakthrough technologies, or new ways of doing business and communicating the uniqueness of what we offer, we are committed to growth and change.
We believe that people and the planet are inextricably linked. We know we must consider this deep relationship carefully and holistically, and want our actions to result in a positive impact on both people (our consumers, our employees, and our business partners) AND the planet.
In Japanese, genba means the actual spot or on-site. At Kao, we believe that the deepest knowledge, best ideas and smartest decisions can be found in the Genba, both externally and internally. When in doubt, we go to the Genba.