Kao and istyle Establish the RNA Co-creation Consortium

With the 100-year lifespan fast becoming reality, there is an increased focus on living life healthily and comfortably. A wealth of information and beauty and health services is available, but many consumers are bewildered by the profusion of alternatives available and wonder what products and services suit them best. This has made the beauty and health industries increasingly aware of the need for creating standards according to which consumers can obtain correct knowledge about their current condition and judge what they need most to accomplish their goals out of the numerous alternatives available.

Meanwhile, businesses are expected to provide diverse products and services and conduct their activities in line with ESG (Environment, Social, Governance) principles. By suggesting the quickest and most appropriate choices from among numerous alternatives, individual businesses providing services can create new markets that are less burdensome to people and the environment.

In 2022, Kao and istyle began working on a study grouping individuals with similar sebum RNA expression information to explore their tendencies in preferences for cosmetics^*2 , using facial sebum collected from consenting members of the @cosme website operated by istyle.

Following analysis of clustering based on similarity of sebum RNA expression information, Kao announced that the study had discovered that there are at least two distinct skin types^*3 . Based on the sebum RNA and image information obtained through the two companies’ collaboration, technology was also developed using photos of faces to classify the skin types (skin gene mode), something which had previously only been possible by collecting sebum directly from the skin.

The work done by Kao and istyle so far has highlighted that using RNA information can potentially be useful as a criterion for selecting cosmetics. The two companies’ joint project sparked the creation of the RNA Co-creation Consortium, with the aim of working with different enterprises to create businesses centered on sebum RNA monitoring technology.

The Consortium’s work will include setting and standardizing parameters for making, selling and selecting beauty and health care services, testing business use cases, supporting business tie-ups and other activities. Wide provision of health and beauty care and related services based on RNA information will enable consumers to choose more satisfying alternatives. The Consortium initiative can also motivate companies in various spheres of business, including beauty and health care, to propose solutions addressing consumers’ concerns and promote innovation in developing new products and services.

The Consortium will invite a broad range of companies in the beauty, health and food industries to join, to involve the whole of the beauty and health industries, working toward the sustainable growth of the industry by combining the data and expertise of member companies to promote solutions for consumer and industry issues and create new value.

Kao creates high-value-added products and services that provide care and enrichment for the life of all people and the planet. Through its portfolio of over 20 leading brands such as Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries, and Molton Brown, Kao is part of the everyday lives of people in Asia, Oceania, North America, and Europe. Combined with its chemical business, which contributes to a wide range of industries, Kao generates about 1,530 billion yen in annual sales. Kao employs about 34,300 people worldwide and has 137 years of history in innovation. Please visit the Kao Group website for updated information.