Kao Introduces SENSAI TOTAL FORM EXPERT CREAM

In recent consumer research conducted by Kao in Japan, many respondents cited age-related changes in facial definition as a growing concern. While such preferences have long shaped skincare habits in Europe, this emerging trend in Asia reflects a broader shift toward products that visibly enhance the impression of firmness and facial contour. SENSAI TOTAL FORM EXPERT CREAM was developed to address these evolving expectations with SENSAI’s most advanced skincare technology to date.

SENSAI TOTAL FORM EXPERT CREAM combines Koishimaru Silk EX^*1 , SENSAI’s signature moisturising ingredient, with the newly developed Total Form CPX^*2 complex. This formulation is designed to deeply hydrate the skin while addressing dryness and the appearance of diminished elasticity and suppleness that often comes with age.

Key active ingredients include:

SENSAI TOTAL FORM EXPERT CREAM has been developed as a key product to support SENSAI’s brand equity and business expansion in core overseas markets. With high engagement in cream-type formulations across Europe, the product is expected to serve as a primary entry point for new customers and a catalyst for growth in prestige channels.
“We are positioning SENSAI TOTAL FORM EXPERT CREAM as a signature item within the SENSAI lineup,” explains Yoshiko Sakurai, brand manager of SENSAI. “By combining SENSAI’s latest anti-ageing technology with a refined texture that is rich yet lightweight and non-sticky, the cream adapts seamlessly to skin needs in a wide range of climates—from dry continental regions in Europe to humid subtropical environments in Asia”.
SENSAI has seen accelerated globalization over recent years, with market entries in Japan (2019), China (2023), and Indonesia (2025), in addition to its strong presence in Europe. The launch of this product supports Kao’s ambition to reinforce its global competitiveness in prestige skincare, leveraging SENSAI’s unique combination of Japanese craftsmanship and scientific innovation.

TOTAL FORM EXPERT will be launched in international SENSAI markets beginning September 1, 2025.

SENSAI is Kao’s prestige skincare brand developed by Kanebo Cosmetics. It has maintained a strong presence in the European luxury market since the 1980s and continues to grow as a high-end skincare brand originating in Japan.
SENSAI has pursued the ideal of “living mindfully in grace” since its inception, with Koishimaru Silk—a rare and precious silk historically cultivated in Japan—at the core of its brand concept. Committed to excellence in craftsmanship and the values of “Made in Japan,” SENSAI continues to refine its formulations guided by the sense and science of Japan.

Kao, a Japan-based manufacturer of personal care and household products, cosmetics, and specialty chemicals creates high-value-added products and services that provide care and enrichment for the life of all people and the planet. Through its brands such as Attack laundry detergent, Bioré and Jergens skin care products, Laurier sanitary products, Curél, SENSAI, and MOLTON BROWN cosmetics, and Oribe hair care products, Kao is part of the everyday lives of people across Asia, the Americas, Europe, the Middle East, and Africa. Combined with its chemical business, which contributes to a wide range of industries, Kao generates about 1,630 billion yen in annual sales. Kao employs about 32,600 people worldwide and has more than 130 years of history in innovation. As an enterprise that provides products people use on a daily basis, the Kao Group takes responsibility to actively reduce the environmental footprint of its products throughout the product lifecycle. This is laid out in Kao’s ESG strategy, the Kirei Lifestyle Plan, which launched in 2019.
Please visit the Kao Group website for additional information.