Introducing Kao’s purpose, aspirations, five commitments to the future to tackle social issues, and corporate philosophy.
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. For 11years, we have heard from more than 100,000 children sharing their hopes for the future. Our purpose embodies our commitment to their aspirations and dreams.
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.
Kao focuses on four social issues to realize the future our children envision.
Kao offers five values to society to realize the future of our children’s dreams.
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 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.
Learn about the thought process behind our corporate message, logo, symbol, and key visual.
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 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.