Kao Corporation expands EMEA footprint with Curél launch in Netherlands

NETHERLANDS – Kao Corporation has partnered with Dutch drugstore chain Etos to introduce Curél, one of its global skincare brands, to the Netherlands through Etos Derma stores nationwide. 

The launch marks another step in Kao’s EMEA skincare growth strategy, with a focus on dermocosmetics and skin protection. 

Under its Global Sharp Top strategy, Kao has identified Curél as one of six core brands supporting growth in its cosmetics business and says it will continue investing in the brand to strengthen its market position.

Michael Cramer, Vice President of Consumer Care Business, EMEA, said, “The introduction of Curél in the Netherlands marks a crucial milestone in our regional skincare growth strategy.”

“Our focus on dermatological skincare aligns perfectly with the high-growth potential we see in this sector.”

Micheal added, “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.”

Built on Kao’s biomimetic ceramide technology, Curél has been Japan’s leading brand for sensitive skin for more than a decade. 

The range was developed for dry and sensitive skin and is designed to help replenish, protect and reinforce the skin’s natural ceramides, which play a key role in retaining moisture and shielding skin from external irritants.

Curél’s Netherlands entry follows its earlier rollouts in the UK in 2019, and in Germany and France in 2025. 

The launch makes the Netherlands the latest market in Kao’s broader EMEA rollout, with the company adopting a tailored distribution model that reflects local market conditions and prioritises retail channels where skincare expertise and consumer trust are strongest, including pharmacies in France and Germany and drugstore channels in the UK and the Netherlands.

The launch also builds on Kao’s long-standing research and development capabilities.

With more than 15,000 patents worldwide, the company says it combines scientific innovation with consumer insight to create products that respond to changing skincare needs, alongside brands such as John Frieda, Goldwell, Molton Brown, Bioré and SENSAI.

The move aligns with Kao’s Global Sharp Top strategy, which concentrates investment on priority categories where the company aims to build leading positions through premium and differentiated offerings.

Curél itself traces back to Kao’s dermatological research, which identified ceramides as essential to skin moisture in 1985, leading to the brand’s creation in 1999 for consumers with sensitive skin.

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.