Product Introductions

1890 to 1950s
1960s
1970s
1980s
1990s
2000s
2010s
2020s

1890s

1890

The new product compares favorably with imported products in terms of quality and sells briskly.

Kao Sekken, a high quality toiletry soap, is launched.

1900s

1900

Nihachisui moisturizer is launched.

1910s

1911

Crude glycerine is launched.

1920s

1928

Econa, institutional-use edible fat and oil, is launched.
The new product's name is an acronym derived from "Edible Coconut Oil of Nagase."

1930s

1931

New and improved Kao Sekken is launched featuring improved quality and a more affordable price.

1932

The new product causes "shampoo" to become an everyday word, changing Japanese hairwashing habits. (A poster used during the product launch)

Kao Shampoo is launched.

1938

Excelin, a powder-type detergent made from higher alcohol, is launched.

1950s

1951

Pioneering synthetic laundry detergent Kao Kona Sentaku is launched. (The new product, which is renamed Wonderful in 1953, becomes a hit, spurred on by the increasingly widespread use of electric washing machines.)

1957

Kao begins exporting Kao Feather Shampoo, a powder-type product featuring a neutral formulation, to Asia.

1958

Wonderful-K, a detergent for kitchen use, is launched, first as a powder- and later as a liquid-type product.

1960s

1960

Zab laundry detergent is launched and becomes widely known for its advertizing slogan,"Ganko na yogore ni Zab" ("Zab, for stubborn dirt").

Mypet, Japan's first liquid household detergent, is launched.

1962

Kao Softer anti-static fabric softener is launched.
(The new product is renamed Humming in 1966.)

Kao Bleach chlorine-based bleach is launched.
(The new product is renamed Kao Haiter in 1966.)

1963

New Beads laundry detergent is launched and becomes broadly popular with consumers thanks in part to its advertising slogan, "Shirosa to kaori no New Beads" ("New Beads, whiteness and fragrance").

1964

MIGHTY, a water-reducing agent for concrete is launched.

1967

Halo toothpaste is announced as a new product for the fast-growing toothpaste market.

1970s

1970

The new product becomes a bestseller and prototypical shampoo brand after gaining acceptance among consumers concerned about dandruff, ranging from children to adults, for its ability to maintain clean hair and scalp.

Merit Shampoo is launched.

1971

Magiclean household cleaner for hard to clean areas such as vents and stoves is launched.

1978

Laurier sanitary napkins are launched. The new product gains broad acceptance among women as a new, highly absorbent type of sanitary napkin developed using super water-absorbent polymers.

1980s

1980

Bioré Facial Foam is launched as a replacement for soap in the form of a new, neutral type of facial cleanser that is gentle on the skin.

Toner binder for copiers is launched.

1981

Kao (Hong Kong) Ltd. launches Bioré Facial Foam. The product is later launched throughout Asia.

1982

Kao Sofina is launched as a new line of basic skin care cosmetic products offering dermatology-based basic skin care.

Deinking agents for paper recycling are launched.

1983

Bub bath additive is launched. The product creates a new market as a tablet-type effervescent bath additive that makes use of carbon dioxide gas to stimulate blood circulation.

Merries baby diapers are launched as a new type of disposable diaper derived from the development of various new processing technologies and functional materials such as super water-absorbent polymers, non-woven sheets, and breathable sheets.

Bioré U body wash is launched. The new product drives growth in the body shampoo market, where it becomes the top-selling brand.

Kao (Taiwan) Corporation launches Laurier sanitary napkins. The product is later launched throughout Asia.

1987

Able to deliver powerful cleansing power with just one-fourth the volume of conventional detergents thanks to its use of innovative biotechnologies, the new product becomes an explosive hit among consumers and makes detergent history.

Attack compact laundry detergent is launched.

1988

Attack is launched overseas for the first time in Singapore. The product is later launched throughout Asia.

1989

Sifone two-in-one shampoo is launched in Singapore.

1990s

1994

Aube line of cosmetics is launched.

Quickle Wiper for flooring, a household cleaning implement, is launched. The new product gains broad acceptance among consumers for making cleaning easier.

1997

Bioré brand skin care products are launched in the U.S. The products are later launched throughout Europe and North America.

KATE by Kanebo Cosmetics Inc. is launched.

1999

Econa Cooking Oil, a cooking oil that is formulated to help prevent the accumulation of fat deposits in the body, is launched. The new product becomes the first cooking oil to be approved as a Food for Specified Health Use by Japan's Ministry of Health, Labour and Welfare (Surrenders Food for Specified Health Use certification in October 2009).

Curél, a skin care brand for dry and sensitive skin, is launched.

2000s

2001

Attack-microparticles, a detergent featuring a fast-dissolving formula with a high level of cleansing power, is launched.

Elumen hair color incorporating new technology is launched by Goldwell, salon exclusive brand in Germany.

2003

Healthya Green Tea, an approved Food for Specified Health Uses (FOSHU) with concentrated tea catechin content to stimulate the consumption of body fat as a source of energy, is launched.

Asience, a premium hair care products brand, is launched.

2004

Brilliant Brunette is launched in the U.S. by the John Frieda brand of hair care products.

Family CuCute, a dishwashing detergent that removes stains upon rinsing and makes dishwashing more enjoyable, is launched.

2005

Jergens Natural Glow is launched in the U.S. as a completely new concept in skin care.

2006

Attack Easy, a hand-washing laundry detergent, is launched in Thailand.

2007

Coffret d'Or, a total makeup brand, is launched by Kanebo Cosmetics Inc.

MegRhythm Steam Eye Mask, a product that introduces the new self-care practice of using gentle warm steam to relieve tired eyes and support deep relaxation, is launched.

2008

Sofina Beauté, a new brand of basic skin care cosmetics, is launched.

Sofina Primavista, a new brand of base makeup, is launched.

Blauné Hair Color Foam, a new concept that uses foam to dye gray hair, is launched.

2009

With the world's first 2.5x ultra-concentrated formula, the new product delivers a new level of environmentally friendly performance requiring just one rinse cycle.

Attack Neo liquid detergent for clothes is launched.

2010s

2010

In China, water-saving liquid detergent Attack Instant Clean Liquid, using technology developed for Attack Neo for the Japanese market, is launched.

Bioré u Hand Sanitizing Spray Sukitto Guard is launched. Designated as a quasi-drug, it quickly disinfects hands by killing invisible germs.

2011

Bioré Skin Care Facial Foam, featuring new cleansing technology SPT (Skin Purifying Technology) is launched.

2013

Merries Shun Shuang Tou Qi (extra dry), disposable diapers for babies for the Chinese market and is produced at a new plant in Hefei City, Anhui Province, China, is launched.

2015

Prestige brand SOFINA iP, which embraces Holistic Beauty Science, is launched.

2016

Prestige brand KANEBO by Kanebo Cosmetics Inc. is launched.

2019

Attack ZERO is launched. This concentrated liquid laundry detergent is formulated with sustainable detergent base Bio IOS as its main ingredient.

Quickle Joan, a non-alcohol disinfectant that kills 99.9% of germs^*, is launched. The fermented lactic acid in the formula, derived from lactic acid bacteria, provides 24 hours of antibacterial protection.

^*It does not eliminate 100% of all bacteria.

BIOMIMESIS VEIL is launched by brands est and SENSAI. It incorporates Fine Fiber Technology that reinvents skin care.

2020s

2020

MyKirei by KAO is launched in the U.S. This brand promotes a Kirei Lifestyle.

NEWTLAC 5000 is launched. It is a highly durable, eco-friendly asphalt modifier made from discarded PET materials through proprietary processing.