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. Meanwhile, in Malaysia, hair coloring is becoming an increasingly popular part of consumers’ beauty routines, driven by evolving beauty trends, social media influence, and growing demand for convenient at-home solutions. Through Liese’s innovative foam technology and trendy fashion shades, Kao Malaysia has played a key role in expanding the self-coloring category and making hair coloring more accessible to consumers. Going forward, Kao Malaysia aims to further develop the category by delivering innovations that address consumers’ evolving needs in fashion color, convenience, and hair care.

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.”

In addition to fashion color trends, Malaysian consumers are increasingly seeking hair color solutions that provide practical benefits such as grey coverage and hair protection. Under its brand message, “Let your color flourish,” Liese combines vibrant color results with its Less Damage proposition and new H-Linx TECH, helping consumers achieve their desired hair color while maintaining healthy-looking hair. Through these innovations, Kao Malaysia continues to strengthen Liese’s position as a trusted leader in the hair color category.