• Company Name: Kao Corporation
• Founded: June 1887
• Founder: Tomiro Nagase
• Headquarters: Tokyo, Japan
• President & CEO: Yoshihiro Hasebe
• Industry: Consumer goods, cosmetics, personal care, household products, chemicals
• Employees: Approximately 31,500 (consolidated, 2025)
• Revenue: ¥1.69 trillion (FY2025)2

Kao traces its origins to 1887, when Tomiro Nagase established Nagase Shoten to import and sell Western household goods in Japan. In 1890, the business launched Kao Sekken (Kao Soap), a premium yet affordable facial soap produced domestically. The product’s success ultimately inspired the company’s name.

The name “Kao” was selected for its phonetic resemblance to the Japanese word for “face”, whilst the kanji characters used for the brand (花王) translate literally to “King of Flowers”, symbolising quality and elegance.3

Over subsequent decades, Kao diversified beyond soap into laundry detergents, hair care, skin care, cosmetics, feminine hygiene, baby care, household cleaning products and specialty chemicals. In 1985, the company officially changed its name from Kao Soap Co., Ltd. to Kao Corporation to reflect this broader business portfolio.4

Kao operates through two primary business divisions.

Consumer Products

This division encompasses products for daily use, including:

• Skin care
• Hair care
• Cosmetics
• Household cleaning
• Laundry care
• Feminine hygiene
• Baby care
• Health products

Chemical Business

Kao manufactures specialty chemicals for industrial applications worldwide, including:

• Oleochemicals
• Surfactants
• Fatty alcohols
• Industrial cleaning agents
• Materials for electronics
• Additives for plastics, paper and textiles

These products serve a diverse range of industries, from cosmetics and pharmaceuticals to automotive manufacturing.5

Kao owns numerous internationally recognised brands across several categories.

Beauty & Personal Care

• Bioré
• Curél
• Jergens
• John Frieda
• Goldwell
• Molton Brown
• Oribe
• Sofina
• Kanebo

Household Care

• Attack
• Magiclean
• Quickle

Health & Hygiene

• Laurier
• Merries
• Bub

Beginning in the 1960s, Kao expanded across Asia before entering European and North American markets through acquisitions and partnerships. Notable acquisitions include:

• Andrew Jergens (1988)
• Goldwell (1989)
• John Frieda (2002)
• Molton Brown (2005)
• Kanebo Cosmetics (2006)
• Oribe Hair Care (2018)
• Bondi Sands (2023)6

Today, Kao maintains manufacturing, research and sales operations across Asia, Europe, the Americas and Oceania.

Research and development is central to Kao’s business strategy. Since establishing a dedicated R&D division in the 1970s, the company has invested significantly in skin science, hair science, material science, biotechnology, sustainable chemistry and environmental technologies. Product development typically incorporates extensive consumer research and scientific testing to enhance both effectiveness and safety.7

Sustainability is a core business objective for Kao, formalised through the Kirei Lifestyle Plan introduced in 2019. Key priorities include:

• Reducing greenhouse gas emissions
• Minimising plastic waste
• Developing biodegradable products
• Responsible sourcing of raw materials
• Water conservation
• Ethical supply chain management

The company integrates environmental, social and governance (ESG) considerations into its long-term corporate strategy.8

Kao has maintained a presence in the Philippines since the 1960s. In 1977, Pilipinas Kao, Inc. was established as a joint venture with Aboitiz & Co. Its manufacturing complex in Jasaan, Misamis Oriental, produces environmentally friendly oleochemicals derived primarily from coconut oil. These materials are exported globally for use in cosmetics, detergents, pharmaceuticals and industrial applications.9

Kao’s guiding philosophy, known as The Kao Way, emphasises consumer-first innovation, product quality, integrity, sustainability, respect for people and long-term value creation. Its corporate message, “Kirei—Making Life Beautiful”, reflects the company’s aim to improve everyday life whilst supporting the creation of a more sustainable society.10

Kao is widely regarded as one of Japan’s leading consumer goods companies, known for combining scientific research, high product quality and a longstanding commitment to sustainability. Its portfolio spans everyday household essentials, premium beauty products and industrial chemicals, positioning it as a significant player in both consumer and business markets.11

1. Kao | About Kao
2. Kao | Company Profile
3. Kao | The History of the Kao Group
4. Kao | Our History
5. Kao | Corporate History
6. History | Kao Chemicals
7. Bioré owner Kao snaps up tanning brand Bondi Sands in strategic move
8. Company Profile | Kao Chemicals
9. History of Pilipinas Kao, Inc. | Kao Chemicals
10. The Secret Behind the Birth of Kao’s Symbol, the “Moon Mark”｜花王 公式note編集部
11. Looking back at the history and present of Kao shampoo with treasured materials｜花王 公式note編集部