Kao Indonesia Celebrates 40 Years of Thoughtful Innovation with the Launch of Biore Breeze Deodorant

Jakarta, June 10, 2025 — Kao Indonesia proudly celebrates 40 years of thoughtful innovation, marking a significant milestone in its journey of elevating lives through Kirei Lifestyle Innovation. In this commemorative event, Kao Indonesia was joined by esteemed stakeholders from global to national level, encompassing government representatives, partners and collaborators, as well as media, to reflect on the company’s journey. Featured speakers included Mr. Yoshihiro Hasebe (President and CEOKao Corporation), Irene Umar (Vice Minister of Creative Economy RI), and Putri Tanjung (CEO Trans digital Lifestyle Group and Womenpreneur).

Since its establishment, Kao Indonesia has stood as a trusted brand by Indonesia society, dedicated to creating high-quality, science-backed and innovative products that improve quality life with intentionality and care. This celebration not only honours the company’s history but also recognizes the breakthrough innovation and unwavering commitment made alongside loyal consumers, partners, and communities across the nation in bringing Kirei Lifestyle Innovation to everyday life. Mr. Yoshihiro Hasebe, CEO of Kao Corporation, conveyed, “Guided by Global Sharp Top, we are committed to be a global company with excellence that thrives in delivering unique value to consumers and creating a positive impact on society through Kirei Lifestyle. Kirei is our way of life and it’s about living it responsibly, clean, beautiful and harmoniously with ourselves, with others and the planet. Our Global Research and Development (R&D) Team has worked diligently to come up with thoughtful innovations that are scientifically advanced and resonant with our consumers’ values and needs—all while driving positive societal and environmental impact. From hygiene education to sustainability advocacy, our company has played a pivotal role in shaping millions of perspectives towards a healthier lifestyle.”

Indonesia owns its unique characters, as one of the most dynamic and fast-growing economies in Southeast Asia, predominantly Muslim population, driven by increasing number of young generations holds a special place in Kao strategic vision. Regional Innovation project, Research & Development (R&D) Division has been set up in Indonesia as part of Kao Indonesia tangible commitment in tailoring and delivering product that could specifically suitable to local need, habit and value of Indonesia consumer. Not only presenting the best quality products, Kao Indonesia urges creating strategic collaboration with its important stakeholders in improving the quality of life.

Irene Umar, Vice Minister of Creative Economy of Indonesia said, “Kao Indonesia’s 40th anniversary celebration provides a moment to reflect on its legacy, while reaffirming the company’s purpose in improvement of quality of life and cross-sector synergistic collaborations carried out to empower Indonesia society, especially women. In creative industry, women are the backbone and plays important role in steering the country towards a new economic direction, particularly in digital sector. I advocate collaboration that supports women’s participation and empowerment. I appreciate the role of Kao Indonesia in presenting the basic need of women in personal hygiene and self-confidence. I believe self-confidence is an important thing, which leads to self-empower and actualization. Women have potential to drive innovation and economic growth.”

Putri Tanjung, Womenpreneur and CEO of Trans Digital Lifestyle Group, stated, “Women are not just the future, they are the present catalysts of transformation. When we embrace the Kirei lifestyle, we’re not just talking about beauty or cleanliness. It’s about intentional living, choosing self-care and resilience every day. When a woman takes charge of her life with purpose, the impact ripples far beyond herself. Living a more Kirei lifestyle will create a tremendous impact on her family, her community, and the future of Indonesia.”

In celebration of its 40th anniversary, Kao Indonesia proudly announces the launch of Biore Breeze Deodorant, latest innovation that crafted thoughtfully to supports Indonesian consumers, particularly women, in embracing personal care as a daily ritual of confidence and wellbeing. Women are central to Kao Indonesia’s efforts to make personal care more meaningful and accessible. As the real condition of climate in Indonesia, majority hijab wearing and commuting lifestyle, Indonesian women seek for comfortable feeling from sweat, prevent body odor and skin-friendly solutions, there’s rising demand for deodorants that not only use for armpit but also another part of body, easy to use and give soft and cool feeling on skin. With Skin Breathable Tech, Biore Breeze Deodorant can fasten the sweat evaporation without blocking the sweat pores. Make us be more active comfortably. These reflect a shift toward intentional personal care that empowers confidence and comfort in daily life.

Susilowati, Vice President Marketing of Kao Indonesia, further explained, “Locally, we are witnessing a new shift in perspective, where people are seeking products that are not just functional, but also led with emotional purpose. They want choices that reflect their values and what they truly believe in. The launch of Biore Breeze Deodorant represents our next step in this journey of tangible innovation in improving quality life, tailored specifically to local need. With this launch, we aim to empower individuals from every walk of life, especially women, to embrace self-care as a daily ritual of confidence and wellbeing. We believe that every product should do more than serve a function, it should uplift lives, reflect values, and give peace of mind.”

Kao Indonesia’s 40th anniversary not only celebrates a legacy of impactful care but also reinforces the company’s broader mission to improving quality life and bring smile to Indonesia society. As of 2024, Kao Indonesia’s ESG strategy embodied in sustainability efforts reached over 100,000 students across provinces through education in personal hygiene and Healthy School program. During Hasebe-san’s visit, he also joined personal Hygiene education with students of Alkenaniyah Pesantren and gave donations. Furthermore, Kao Indonesia Inaugurates 6.53 MWp Solar Power System on Production Facility at Karawang Factory and the biggest among Kao group, empowered 11 waste banks in Cikoko Village and women empowerment with Ibu Posyandu and Realize Kao BERSERI, a clean, healthy program in providing hygiene product packages to support CHSE (Cleanliness, Health, Safety, and Environment) for homestays and communities in tourist villages. Kao Indonesia conducted Extended Producer Responsibility initiative by collecting 100 tons of post consumed packaging waste in partnership with Waste4Change. As the company moves forward, it remains deeply committed to a purpose-driven innovation with environmental stewardship in mind, ensuring every small act of care has lasting meaning for the people and the planet.

Kirei Lifestyle Innovation is Kao Indonesia’s commitment to presenting quality products and services, to improve the quality of life and bring happy smiles to the Indonesian society. Through a portfolio of leading brands such as Attack, Bioré, Laurier, Merries, Men’s Bioré, Magiclean, MegRhythm, Liese and Jergens, Kao Indonesia becomes part of the daily lives of Indonesian society to realize a Kirei life, where everyone can live a clean, healthy everyday live with a peace of mind in a sustainable environment. Currently, Kao Indonesia operates two production facilities as well as a logistic center that ensures that Kao Indonesia products can be present and reach all Indonesian people. Visit the Kao Indonesia website for the latest information at Kao Indonesia Website, Facebook and Instagram Kao Indonesia.