Kao Now Offers Curél in the Nordics

Kao Corporation announced that its global skincare brand, Curél, will launch across the Nordics in September 2026. 

The launch further strengthens Kao’s skincare portfolio in Europe and reflects the company’s broader cosmetics growth strategy, with Curél, Sensai, and Molton Brown among the six focus brands driving Kao’s global expansion.

The European expansion comes at a time when there is growing global interest in J-beauty, as consumers are starting to reject short-term beauty trends in favor of clinically proven formulations that prioritize skin barrier science and focus on long-term skin health.

Curél is now available across Sweden, Norway, Denmark and Finland. The Nordic launch marks the next chapter in Curél’s European expansion, following successful introductions in the UK in 2019, Germany and France in 2025, and the Netherlands in May 2026.

Linda Karlin, Senior Director, Marketing & Strategy, Consumer Care EMEA at Kao, commented:

“The Nordics represent a highly sophisticated skincare market and a natural next step in Curél’s European growth journey. Curél’s launch in the region reflects both the strength of the brand and Kao’s long-term commitment to advancing skin science. For decades, we have invested in understanding dry, sensitive skin and developing innovations that address real consumer needs. We are proud to bring Curél’s unique expertise to a new audience and continue our mission of enriching lives through science-backed skincare.”

Across Europe, Curél focuses on growing the brand through trusted skincare retail channels and partners with retailers known for their skincare expertise. Now Curél will be available at Kicks and Matas, two of the Nordics’ leading beauty retailers.

The Nordic launch is part of Kao’s wider plan to grow Curél internationally. The company aims to increase the brand’s sales to 1.6x the 2024 level by 2030 and raise the share of overseas sales to approximately 50%.

Kao’s continued investment in its cosmetics business in Europe, including this Nordic launch, forms part of its “Global Sharp Top” strategy. 

This strategy concentrates resources on differentiated, high-value-added brands and priority categories where the company can build leading market positions and accelerate growth.