Kao launches halal-certified deodorant in Indonesia
Kao is not only meeting compliance requirements but also strengthening consumer trust and brand relevance.
INDONESIA – Kao has launched Biore Breeze Deodorant, a halal-certified deodorant in Indonesia, reinforcing its commitment to ethical product development and deepening its engagement with the world’s largest Muslim-majority market.
The product is available in gel and spray formats and was formulated at Kao’s Indonesian R&D centre, which opened in 2023.
This product addresses the preferences of Muslim consumers, particularly women who wear the hijab in Indonesia’s hot, humid climate, by offering effective, skin-friendly odour protection that aligns with religious values.
This launch comes ahead of Indonesia’s October 2026 deadline mandating halal certification for all household and personal care products.
Kao has already secured certification for several items and aims to ensure that the majority of its local portfolio complies with the new regulations by the deadline.
The initiative is part of Kao’s broader strategy to localize production and respond to shifting market dynamics.
Despite declines in cosmetics and diaper sales in China, Indonesia has emerged as Kao’s largest overseas market for household goods.
The company plans to expand production capacity at its existing facilities to include halal-certified sunscreen by 2026, further anchoring its presence in Southeast Asia.
By aligning product innovation with cultural and regulatory expectations, Kao is not only meeting compliance requirements but also strengthening consumer trust and brand relevance.
The launch comes at a time when the Indonesian beauty and personal care sector was worth around USD 9 billion in 2024, according to Euromonitor, and is projected to reach USD 13 billion by 2029.
The global market for halal-certified personal care products is expanding steadily, driven by rising consumer awareness, ethical preferences, and a growing Muslim population.
According to a report by Business Research Insights, the global market for halal-certified personal care products was valued at USD 2.28 billion in 2023 and is projected to reach USD 3.69 billion by 2032, growing at a compound annual growth rate (CAGR) of 5.5%.
Recently, Kao Corporation launched Bioré UV Aqua Rich Airy Hold Cream, featuring innovative humidity-responsive technology that combats stickiness and dryness in various conditions.
The sunscreen provides SPF50+/PA++++ protection and is enriched with moisturising ingredients such as hyaluronic acid and a vitamin C derivative.
The new formulation addresses growing consumer concerns about sunscreen stickiness as Japan’s rising temperatures and humidity levels drive demand for improved products.
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