Our Purpose and Value Creation

Introducing Kao’s Purpose, aspirations, five commitments to the future to tackle social issues, and corporate philosophy.

Our Purpose

To realize a Kirei World in which all life lives in harmony

Kao seeks to build the future of our children’s dreams—a world of harmony and potential for all life.
Kao has held the Kao International Environment Painting Contest for Children every year since 2010, listening to more than 100,000 children share their hopes for the future. Our Purpose embodies our commitment to their aspirations and dreams.


Sustainability as the only path

Pandemics, population aging, natural disasters, environmental issues: threats like these to our everyday lives are expected to keep increasing. Kao aims to be a key part of society that is mindful of the global environment and human life while protecting future lives.

Social Issues of Focus

Kao focuses on four social issues to realize the future our children envision.

Environmental Issues

Population Aging


Challenges Associated with Diversification

Commitment to the Future

Kao offers five values to society to realize the future of our children’s dreams.

Regenerative Lifestyles
Plan for and enable regeneration.

Toward Carbon Negative
Move beyond CO2 reduction and unlock CO2 recycling.

Zero Waste
Waste nothing. Period.

Precision Life Care
Every person is unique. Our solutions will be too.

Leave No One Behind
Innovation can be for everyone. We won’t stop.

Invest to Grow

Through our five business segments of Hygiene and Living Care, Health and Beauty Care, Life Care, Cosmetics and Chemical, we are connected to people, society and the planet all day, every day. We will support the realization of “Regenerative Lifestyles” for all people by promoting new practices of cleanliness, beauty, health and the environment—practices anyone can engage in, effortlessly and enjoyably.

Our Purpose-Driven Brands

Our product brands and business brands are important touchpoints between Kao and consumers. Each brand has its own brand purpose associated with Kao’s Purpose and works to solve issues faced by each customer and their family, community, and society.

Corporate Message, Logo and Symbol

Learn about the thought process behind our corporate message, logo, symbol, and key visual.

The Kao Way (corporate philosophy)

The “Kao Way” embodies our corporate philosophy and is the foundation of Kao’s business activities. 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.
The Kao Way was established in 2004 and evolved into the current future-oriented version in 2021 to help drive our transformation.

Kao’s Starting Point

Kao’s mission has been to enrich people’s lives while always building strong and productive relationships with its consumers and customers.
Learn more about the history of Kao through these five stories.

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