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Origins: 1980

Bioré was created during Kao’s expansion from traditional cleansing products into beauty and health care. Kao had established a stronger research-and-development focus on skin and hair during the 1970s, including the establishment of its Research and Development Division in 1976.

The first Bioré product, Bioré Facial Foam, was launched in Japan in 1980. It was designed as an alternative to conventional soap-based facial cleansing, with an emphasis on cleansing the skin without leaving the uncomfortable tight feeling associated with some cleansers. Kao says development took approximately seven years, reflecting the company’s effort to create a cleanser that would be gentler and more comfortable on the skin. 2

The brand name itself is a Japanese-created word combining the Greek-derived terms “BIOS” (life) and “ORE” (gold), intended to convey the idea of a rich or fulfilling life. Kao also associates the name with five English concepts: Beauty, Intelligence, Originality, Reliability, and Enrichment.

Expansion into body care

In 1984, Kao launched Bioré u, a body-cleanser line. At the time, body wash was relatively uncommon in Japanese households, where bar soap was dominant. Kao developed Bioré u around the idea of creating a body cleanser that was easy to lather and would leave the skin feeling less tight after washing.

This helped Bioré move beyond being simply a facial-cleansing brand and establish itself as a broader personal-care brand.

Expansion across Asia

Bioré began international expansion relatively early. Kao launched Bioré Facial Foam in Hong Kong in 1981, after which the brand was progressively introduced elsewhere in Asia. Kao says its Asian expansion involved adapting products to local consumer needs, including research into differences in skin conditions, facial-washing habits, and lifestyles. 3

This localization became an important characteristic of Bioré: the brand has a common Japanese R&D heritage, but product portfolios and formulations can differ between markets.

Europe and North America

Bioré subsequently expanded beyond Asia. Bioré’s own European history states that the brand made its European debut in the United Kingdom in 1998. The European and U.S. businesses have developed products according to local market requirements while drawing on Kao’s Japanese R&D expertise. 4

Bioré has evolved into a broad skincare and cleansing portfolio rather than a single-product brand.

Facial cleansing

Facial cleansing remains one of Bioré’s foundational categories.

Depending on the market, products include:

• Foaming facial cleansers
• Skin-balancing cleansers
• Acne-oriented cleansers
• Oil-control cleansers
• Makeup-removing cleansers
• Micellar cleansing products

In Indonesia, for example, Kao currently lists Bioré Skin Caring Facial Foam Mild Smooth, Bright & Oil Clear, and Acne Care. 4

The central philosophy is not simply “cleaning more aggressively”, but cleansing while attempting to maintain the skin’s natural condition and comfortable feel.

Pore care

Pore care is another historically recognizable part of Bioré’s identity.

Its products include pore strips/pore packs, designed to remove material from pores, particularly around the nose. The Japanese Bioré portfolio continues to include pore-care products. 5

Bioré’s international positioning has particularly emphasized the idea of addressing pores as a fundamental concern in skincare.

Makeup removal

Bioré also produces various makeup-removal products, including:

• Cleansing oils
• Cleansing liquids
• Cleansing sheets
• Micellar-type products

The exact assortment varies by country. Kao Indonesia, for example, lists Micellar Water, Makeup Remover Perfect Cleansing Oil, and cleansing sheets. 6

Sunscreen / Bioré UV

Perhaps the most internationally recognizable modern part of the brand is Bioré UV.

The Bioré UV line includes products such as:

• UV Aqua Rich Watery Essence
• UV Aqua Rich Watery Gel
• UV Aqua Protect Mist
• UV Aqua Protect Lotion
• UV Athlizm
• Various market-specific tinted and tone-up sunscreens

Kao’s Indonesian catalog currently lists several Bioré UV products at SPF 50+ / PA++++, while individual formulations emphasize lightweight textures and high UV protection. 7

Bioré UV has become strategically important to Kao’s international growth. Kao’s 2026 reporting specifically describes the company as building Bioré UV into a unified global UV-care brand. 8

Body care

Bioré’s body-care portfolio includes:

• Liquid body washes
• Body foams
• Antibacterial body washes
• Body wipes
• Specialized moisturizing/body-care products

The Indonesian range, for example, includes Bioré Serum Body Foam, Bioré Experience, Bioré Bright Body Foam, Bioré Body Foam, and Bioré Guard. 9

Hand hygiene

The brand also operates in hand hygiene, including foaming hand soaps such as Bioré Guard in Indonesia. 10

Bioré’s importance in contemporary skincare is closely associated with its sunscreen technology.

The Aqua Rich family is designed around a lightweight, watery sensory experience while providing high UV protection. For example, the Indonesian Bioré UV Aqua Rich Watery Essence is marketed at SPF 50+ / PA++++, with a water-resistant formulation and moisturizing ingredients including hyaluronic acid and royal jelly extract. 11

This combination—high UV protection + lightweight cosmetic feel—has become a major part of Bioré’s international positioning.

In 2026, Kao described Bioré’s competitive proposition as high-performance UV protection combined with an exceptionally lightweight feel, making sunscreen suitable for everyday use rather than only beach or outdoor activities. 12

Bioré’s identity has historically revolved around several ideas:

Japanese R&D

Bioré is strongly connected to Kao’s Japanese research heritage. The brand positions its products as being developed using technologies originating from Kao’s long-running research into skin, cleansing, and UV protection. 13

Everyday practicality

Rather than positioning skincare exclusively as luxury or intensive treatment, Bioré generally emphasizes products that fit into ordinary daily routines: washing the face, removing makeup, protecting against UV, showering, and cleansing the body.

Effective but comfortable

A recurring theme is balancing cleansing/protection performance with sensory comfort. This is especially visible in Bioré UV, where the brand emphasizes high protection without the heavy or uncomfortable feeling historically associated with some sunscreens.

Localization

Bioré is a global brand, but it does not necessarily sell exactly the same products everywhere. Kao has historically researched local skin conditions, consumer habits, and preferences when developing products for different Asian markets. 14

As of March 2026, Kao reported that Bioré was available in 66 countries and regions spanning Asia, the Americas, and Europe. Kao has designated Bioré as a core brand under its “Global Sharp Top” strategy, which aims to build leadership around high-value brands and product categories.

One particularly notable development in 2026 was Bioré’s entry into South Korea, a major global beauty market. Kao launched several Bioré products there, including Bioré UV Aqua Rich Watery Essence, UV Aqua Rich Aqua Protect Mist, Perfect Oil, Cleansing Liquid, and body-care products. 15

Bioré has a particularly broad presence in the Indonesian market.

Kao Indonesia currently categorizes Bioré products across:

• Facial cleansing
• Pore packs
• Makeup removers
• UV protection
• Hand soap
• Body wash
• Body-care products

The Indonesian portfolio includes both classic Bioré products and newer localized variants. 16

Bioré is part of the broader Kao Indonesia portfolio alongside brands such as Laurier, Attack, Merries, Men’s Bioré, Magiclean, MegRhythm, Liese, and Jergens. Kao’s Indonesian operation traces its corporate presence in the country to the 1980s and became PT. Kao Indonesia in 1997. 17

Bioré entered a new phase of global branding in 2026.

Kao launched a unified global campaign centered on Bioré UV with the message:

“SUNLIGHT IS YOUR SPOTLIGHT.”

The campaign presents sunlight not merely as something to avoid, but as something people can confidently experience when they protect their skin appropriately. The campaign was rolled out across more than 15 countries and regions where Bioré UV is sold.

The campaign also continued Bioré’s collaboration with the South Korean group Stray Kids, who served as the face of the campaign for the second consecutive year.

This represents a significant shift in Bioré’s marketing: from being primarily perceived as a Japanese cleansing/skincare brand toward becoming a globally integrated skincare and sun-care brand.

Bioré is not an independent cosmetics company. It is a brand within Kao Corporation.

Kao’s history dates back to 1887, when Tomiro Nagase established the business that eventually became Kao. The company’s heritage is deeply connected to soap, cleansing, personal care, and scientific research.

This background is important to understanding Bioré. The brand essentially represents Kao’s transition from traditional soap and household cleansing products into modern science-driven skincare and personal care.

Bioré occupies an interesting position in the beauty industry:

Mass-market accessibility
→ Products are generally designed for everyday consumers rather than exclusively for luxury-skincare customers.

Japanese technology
→ The brand leverages Kao’s Japanese research and formulation expertise.

Functional skincare
→ Products are generally centered on specific everyday functions: cleanse, remove makeup, protect from UV, care for pores, or wash the body.

Strong sensory design
→ Texture and feel are important, particularly in products such as Aqua Rich sunscreen.

Global + local
→ Bioré maintains a global identity while adapting its products and marketing to different markets.

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2. Bioréの想い | ビオレ | 花王株式会社
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6. Kao Indonesia | Katalog Produk | Biore UV Aqua Rich Watery Gel SPF 50+ PA++++ 70ml
7. Kao Indonesia | Katalog Produk | Biore UV Aqua Rich Watery Essence with Micro Defense SPF 50+ PA++++ 50g
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13. 花王台灣 | 花王旗下Bioré首次進駐韓國市場 展開全球推廣，加速拓展海外事業
14. Kao Indonesia | Kao’s Bioré Accelerates Global Growth with Entry into the South Korean Market and the Launch of a Unified Global Campaign
15. Kao Indonesia | Kao Indonesia Celebrates 40 Years of Thoughtful Innovation with the Launch of Biore Breeze Deodorant
16. Kao Indonesia | Kao Indonesia Rayakan 40 Tahun Inovasi Penuh Makna dengan Peluncuran Biore Breeze Deodorant
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