Kao to Launch "Settling Moisture Oil Serum" for Rough, Dry Skin from "Curél," the No. 1 Selling Brand*1 in Sensitive Skin Cosmetics, Accelerating Global Expansion Through European Business Growth

Kao Corporation (President and CEO: Yoshihiro Hasebe) will launch "Curél Hydration Care Settling Moisture Oil Serum" [Quasi-drug] on September 5, 2026, as a new product from "Curél," its comprehensive skincare brand for dry, sensitive skin, with an eye on expanding its European business. This product is a new proposal for dry, sensitive skin that tends to suffer from flakiness, roughness, and irritation due to extreme dryness caused by winter outdoor air, air conditioning, and heating. It combines "Curél's" first oil formulation with ceramide care*2 technology. This "oil serum" adheres to the skin, replenishes essential oils, and holds moisture to prevent it from escaping.

Based on the ceramide care*2 technology cultivated primarily in Japan, "Curél" is responding to the diversifying needs of dry, sensitive skin in global markets with different climates and skincare habits. As part of this initiative, this product will be sequentially rolled out, starting with its launch in Japan, to regions such as Europe, where concerns about skin irritation in harsh dry environments are prevalent. This will enhance the brand's presence in the global dry, sensitive skin market and drive the growth of the cosmetics business.

*1 Value share by series in the sensitive skin cosmetics market from January 2025 to December 2025, INTAGE SRI+

*2 Supplements the function of ceramides and provides moisture.

Kao positions "Curél," its comprehensive skincare brand for dry, sensitive skin, as one of the six global focus brands driving the growth of its cosmetics business, as it builds its "Global Sharp Top" business. Kao will continue to focus on this brand with strategic investments.

1. Background of Launch

Since its inception, "Curél" has consistently focused on the function of "ceramides" based on dermatological research, offering skincare solutions that contribute to improving the quality of life for those suffering from dry, sensitive skin.

In Japan, the market for sensitive skin cosmetics continues to expand, and within this market, "Curél" has been leading market growth as the brand with the No. 1 sales for 11 consecutive years*3. Globally, the sensitive skin cosmetics market is also expanding, growing at a higher rate than the overall skincare market*4.

Amidst this, it has been found that in Japan, approximately 30% of people with dry skin concerns, who experience repeated roughness, flakiness, and irritation due to harsh dry environments from outdoor air and air conditioning/heating, also have dry, sensitive skin*5. Globally, particularly in Europe, about 50% of people suffer from dry, sensitive skin due to harsh dryness and temperature fluctuations*6. Unique skincare habits exist, such as low usage of toners and a high prevalence of scrub users. This suggests a high need for moisturizing care, as skin tends to feel rough and the skin's barrier function is easily compromised*7.

Therefore, based on years of dermatological research, "Curél" has developed an "oil serum" that mimics the human natural barrier film*8 by combining an oil formulation with ceramide care*2 technology for those prone to skin irritation in harsh dry environments.

Moving forward, with a global perspective, Kao will continue to capture various skin concerns arising from differences in environment and lifestyle, and enhance the brand's presence through product proposals that cater to those with dry, sensitive skin.

*2 Supplements the function of ceramides and provides moisture.

*3 Value share by series in the sensitive skin cosmetics market from January 2015 to December 2025, INTAGE SRI+

*4 2025 fiscal year, Euromonitor data.

*5 Kao survey: Benchmark survey conducted in November 2025 (N=3,000).

*6 Kao survey: Western cosmetic usage survey (April 2025, ages 18-49, N=3,700).

*7 Kao survey: European beauty habits survey (April 2025, ages 25-65, N=1,104).

*8 Refers to the sebum film barrier that maintains moisture on the skin's surface.

2. Product Features

"Curél Hydration Care Settling Moisture Oil Serum" [Quasi-drug] is an "oil serum" for dry, sensitive skin that tends to experience repeated dryness, roughness, and irritation due to harsh conditions like dry outdoor air and air conditioning/heating. It contains active ingredients to prevent skin irritation. It adheres to the skin, replenishes essential oils, and holds moisture to prevent it from escaping. It leads to moisturized, soft, and dense skin.

It features "Curél's" first high-adhesion ceramide care*2 technology. A low-viscosity oil containing fine oil-in-type ceramide functional capsules*9 evenly coats the skin, adhering smoothly even to dry and rough skin. The serum, containing ceramide functional ingredients (moisturizing)*10, penetrates deep into the stratum corneum, increasing moisture density.

*9 Vesicle structure composed of oil-soluble ingredients: ceramide functional ingredients (Hexadecyloxy PG hydroxyethyl hexadecanamide: moisturizing), cholesterol (moisturizing), and phytosphingosine (moisturizing).

*10 Hexadecyloxy PG hydroxyethyl hexadecanamide (moisturizing).

3. Future Global Expansion

Kao's cosmetics business is strengthening its initiatives to accelerate global growth through three business models-"Japan-origin," "Europe-origin," and "Asia-origin"-centered around six global focus brands, including "Curél."

"Curél" is expanding its overseas presence as a "Japan-origin" brand, leveraging the quality and technology cultivated as the No. 1 selling brand*1 in sensitive skin cosmetics, along with the strengths of the Kao Group's global sales network. In 2025, it will launch in Germany, France, and Canada, followed by expansion into the Netherlands and other countries in May 2026. It is currently available in 16 countries and regions. In the future, Kao will further promote global business expansion, primarily in Europe, including the Nordic region, to further enhance the brand's presence.

*1 Value share by series in the sensitive skin cosmetics market from January 2025 to December 2025, INTAGE SRI+

Reference: Kao Cosmetics Business Strategic 6 Focus Brands for Global Growth

4. Comment from Liu Xiupin, General Manager, Masstige Brand Business Group, Cosmetics Business Division

"The full-scale expansion into the global market is a significant challenge and, at the same time, a historic turning point for 'Curél.' Our mission is to establish the brand's core, 'a sincere approach to dry, sensitive skin,' as a global standard, while addressing market-specific consumer insights, regulatory environments, and competitive landscapes.

In our global expansion, we are not merely aiming for market growth but are powerfully advancing to contribute to improving the quality of life for as many people suffering from dry, sensitive skin as possible."

5. Product Overview

Product Name

Curél Hydration Care Settling Moisture Oil Serum [Quasi-drug]

Sales Name: Curél Serum Ra

Contents

30ml

Product Features

For dry, sensitive skin that tends to experience repeated roughness, flakiness, and irritation in harsh dry environments.

Adheres to the skin, replenishes essential oils, and holds moisture to prevent it from escaping.

An "oil serum" that supplements the function of "ceramides" and leads to moisturized, soft, and dense skin.

● High-adhesion ceramide care*2 technology

● Contains fine "oil-in-type ceramide functional capsules*9"

The oil serum containing ceramide functional ingredients (moisturizing)*10 adheres uniformly to the skin,

increasing moisture density in the stratum corneum.

● Plant-derived oil base formula

Provides a gentle feel and adds radiance to skin prone to repeated dryness.

● Reduces the appearance of fine lines caused by dryness*. *Efficacy evaluation tested.

● Contains anti-inflammatory agent (active ingredient) to prevent skin irritation.

● Suppresses melanin production and prevents spots and freckles (contains Chamomilla ET).

*2 Supplements the function of ceramides and provides moisture.

*9 Vesicle structure composed of oil-soluble ingredients: ceramide functional ingredients (Hexadecyloxy PG hydroxyethyl hexadecanamide: moisturizing), cholesterol (moisturizing), and phytosphingosine (moisturizing).

*10 Hexadecyloxy PG hydroxyethyl hexadecanamide (moisturizing).

Low-irritation design for dry, sensitive skin

● Fragrance-free

● Colorant-free

● Alcohol-free (free of ethyl alcohol)

● Allergy tested*.

● Patch tested on people with dry, sensitive skin*.

[Patch test: A test to confirm skin irritation.]

● Non-comedogenic formula*.

*All individuals may not experience allergies, skin irritation, or comedones (acne-causing factors).

*Manufacturer's suggested retail price is not set.

6. Release Date/Region

"Curél Hydration Care Settling Moisture Oil Serum" September 5, 2026 / Japan

Scheduled for sequential release in other "Curél" operating areas such as Hong Kong, Taiwan, the UK, Germany, and France.

Related Information

"Curél" Brand Site