Kao announced that its skincare brand Curél will launch in the Netherlands through Etos Derma stores. This is part of the company's plan to grow its skincare business in Europe, the Middle East, and Africa (EMEA), especially in products for sensitive skin.
Curél has been Japan’s leading sensitive skincare brand for more than 10 years. Using Kao’s special ceramide technology, the products help keep skin moisturized, protected, and healthy. After successful launches in the UK, Germany, and France, the Netherlands is the latest country to receive the brand.
Kao is expanding Curél in Europe by selling through trusted stores where customers can get skincare advice. The company uses its strong research and development experience, supported by more than 15,000 patents globally, to make products that cater to the changing skincare needs.
According to coherent market insights, the Skin Care Products Market is expected to grow at a CAGR of 5.2% during 2026 to 2033. Currently, the market is at USD 165.13 Bn in 2026 and is expected to be around USD 235.47 Bn by 2033. Over the past few years, sales of natural and organic skin care products have gone up a lot in the skin care products market. More and more people want products that are made with natural ingredients as well as don't have any harmful chemicals in them. Big companies in the market have released new lines of natural products aimed at health-conscious customers who would rather use natural products.
Michael Cramer, Vice President, Consumer Care Business, EMEA, Kao, explains the strategic importance of this launch: “The introduction of Curél in the Netherlands marks a crucial milestone in our regional skincare growth strategy. Our focus on medicated skincare aligns perfectly with the high-growth potential we see in this sector. By choosing Etos and its Dermacare section as a partner, we're leveraging the specialised expertise needed for sensitive skincare, ensuring we connect with our target audience effectively.”
With the introduction of Curél, Kao is further strengthening its skincare and skin protection portfolio across the EMEA region. Alongside Curél, the portfolio includes brands active in sun protection and self-tanning, including Bioré, which has introduced Kao’s first UV protection line in the region, and Bondi Sands, offering a comprehensive range of sun care and self-tanning products.
Kao’s growth in skincare forms part of its “Global Sharp Top” strategy, which focuses on investing in priority categories where the company can build leading market positions through high-value offerings and differentiated propositions.
Source:
News: Kao
