Making My Everyday More Beautiful

We will aim to empower all people, at least 1 billion by 2030, to enjoy more beautiful lives—greater cleanliness, easier aging, better health and confidence in self expression.

To help people enjoy more beautiful lives, we aim to improve the quality of life for people around the world and grow in the global market by proposing products and services that enhance the quality of life in accordance with the circumstances and life stages of consumers.

Since it was founded in 1890, Kao has contributed to the development of Japanʼs hygiene culture by producing cleansing products for over 130 years based on the philosophy that a clean nation will prosper. We will contribute to solving issues related to cleanliness and hygiene in various countries and areas around the world, including Europe, the United States, and Asia, by leveraging our achievements and technological capabilities.

We aim to provide products and services that are easy for everyone to use, promoting universal product design. Grounded in Kaoʼs purpose to “realize a Kirei World in which all life lives in harmony,” we are taking steady steps to create a society where no one is left behind.

We provide peace of mind and trust to consumers and customers based on four pillars: the information provision regarding ingredients of concern or of particular interest to society, the development of safe products, the utilization of evaluation methods based on scientific evidence, and collaboration with the government and industry.