Kao Aims to Make Liese Asia’s No. 1 Fashion Hair Color Brand and Accelerate Hair Care Business Growth

In its Hair Care business growth strategy announced in 2024, Kao outlined plans to focus investment on strategic brands in the hair color and premium care (in-bath) market to achieve global growth. As part of this strategy, Kao has positioned Liese as a strategic hair color brand that will drive the growth of its business in Asia.
In recent years, there has been growing demand in Asia to express one’s individuality through hair color, and the at-home hair color market in Asia—including Japan—has grown by 114%^*3 compared to 2019, before the COVID-19 pandemic. With the Liese hair color series^*1 featuring this cutting-edge technology, Kao will deliver a new hair coloring experience and accelerate its global growth as it aims to make Liese the No. 1 fashion hair color brand in Asia.

Kao’s Hair Care business has developed products and technologies leveraging insights gained from over 100 years of hair care research, and is guided by the vision “Hair: The Power of Life.”
It has long been believed that damage caused by hair coloring occurs primarily during colorant application. Kao’s Hair Beauty Research has confirmed a phenomenon in which damage continues to progress within hair over the seven days following hair coloring. Since this phenomenon is particularly noticeable in black hair, Kao’s Hair Beauty Research also discovered that melanin plays a role in this phenomenon. Melanin-rich black hair is a common hair characteristic in Asia.
Drawing on this finding, Kao developed H-Linx TECH, an innovative technology that addresses the progressive damage within hair following the coloring process. This technology helps repair damage caused by hair coloring; prevents split ends, breakage and frizz; and enhances the beauty of hair color. It is now utilized in hair care products such as treatment, shampoo, and conditioner in the Liese hair color series^*1 .
Combined with the hair color products, these hair care products help address damage that continues to progress after coloring, creating a new hair coloring experience that allows consumers to enjoy a wide range of hair colors while minimizing damage.

Shinichi Tokunaga, Vice President, Hair Beauty Products Research, R&D, commented:
“The insights and technology we have gained open up new possibilities for Kao’s innovative hair care research. Through our research on black hair, which is common throughout Asia, we were able to gain a deeper understanding of the mechanisms behind the damage that occurs after hair coloring. Drawing on these insights, we will develop new value propositions for hair coloring products that enable users to enjoy different hair colors while also protecting the beauty of their hair. We remain committed to bringing Kao’s hair care technology to people around the world and contributing to healthier, more beautiful hair.”

Across Asia, as hair coloring is growing in popularity as a form of self-expression, demand for products that can be used every day is increasing. At the same time, many consumers are also concerned about dryness and damage to their hair after coloring, creating a need for products that make it possible to enjoy different hair colors while minimizing damage. Under the core message “Let your color flourish,” Liese aims to enable users with black hair—a highly common hair color in Asia—to enjoy their ideal hair color without stress. Through its new Liese series, which offers a complete hair coloring experience from coloring through post-color damage care, Kao will strengthen Liese’s presence in the Asian hair color market with a new value proposition that enables consumers to enjoy different hair colors while minimizing damage.