The organisation was originally founded in Tokyo in 1946 as KOBAYASHI UNLIMITED PARTNERSHIP by Kozaburo Kobayashi. It was reorganised as KOBAYASHI KOSÉ COMPANY LIMITED in 1948 and adopted the name KOSÉ Corporation in 1991. In January 2026, the entity transitioned to a holding-company structure, becoming KOSÉ Holdings Corporation. 3

Kose functions as a Japanese beauty group centred on research, product development and brand management. Rather than operating under a single monolithic identity, the company has historically cultivated a portfolio of brands positioned across various market tiers.

Its business structure can be understood as a multi-brand ecosystem serving distinct consumer segments:

• DECORTÉ: Luxury and high prestige
• SEKKISEI: Prestige skincare
• ONE BY KOSÉ: Functional skincare
• ADDICTION: Makeup and colour cosmetics
• JILL STUART: Fashion-oriented beauty
• INFINITY: Prestige skincare
• Other Kose-related brands: Mass-market cosmetics, toiletries and specialist products

The company categorises its portfolio into high prestige, prestige and “cosmetaries”, a proprietary term combining cosmetics and toiletries for everyday use. 4

Foundation and early years

Kose’s origins date to the post-World War II era. On 2 March 1946, Kozaburo Kobayashi established KOBAYASHI UNLIMITED PARTNERSHIP in Oji, Tokyo, with the objective of manufacturing and selling cosmetics. Kobayashi believed that beauty products could restore confidence and hope during Japan’s difficult reconstruction period. The early business strategy prioritised high-quality manufacturing and close relationships with retailers. 5

In June 1948, the firm was reorganised as KOBAYASHI KOSÉ COMPANY LIMITED, laying the foundation for the modern corporation. 6

Expansion and technological partnerships

Throughout the 1950s and 1960s, Kose expanded its manufacturing, retail and research capabilities. A significant milestone occurred in 1956 with the creation of Albion as a manufacturer of luxury cosmetics. Concurrently, the company established its own laboratory in Tokyo to develop sophisticated cosmetic technologies. 7

In 1963, Kose entered a technological cooperation agreement with L’Oréal, reflecting an early commitment to integrating international expertise into its development processes. This joint venture arrangement continued until 2001. 8

Launch of DECORTÉ

A pivotal moment in the company’s history occurred in 1970 with the launch of COSME DECORTÉ, its first dedicated luxury cosmetics brand. Designed to represent the pinnacle of Kose’s technology, craftsmanship and service, DECORTÉ was positioned above conventional lines and distributed through selected department stores and specialty retailers. 9 Later renamed simply DECORTÉ, it remains one of the group’s most significant global prestige brands, associated with luxury skincare, scientific rigour and Japanese aesthetics. 10

Introduction of SEKKISEI

In 1985, Kose launched SEKKISEI (雪肌精), a brand whose name evokes the concept of “snow-like skin”. Developed around botanical ingredients and Asian herbal extracts, SEKKISEI focused on creating clear, translucent-looking skin. It has since become one of the company’s longest-running and most recognisable skincare franchises. 11

The brand’s philosophy combines Asian botanicals, cosmetic science, hydration and brightening. The line subsequently expanded to include cleansers, lotions, emulsions, creams, serums and sunscreens. 12

Rebranding and diversification

In 1991, the company formally changed its name to KOSÉ Corporation and introduced a new corporate identity. This marked a transformation from a traditional manufacturer into a diversified beauty company. During the 1990s and 2000s, Kose increasingly emphasised brand differentiation, premiumisation, international expansion and specialised skincare technology. 13

Kose began expanding outside Japan relatively early, with Asia remaining one of its most critical international regions. Key milestones in its global footprint include:

• Hong Kong: 1968
• Singapore: 1971
• Malaysia: 1972
• Thailand: 1984
• Taiwan: 1984
• South Korea: 2001
• China: 2005
• India: 2013
• Indonesia: 2014
• United States: 2015
• Brazil: 2016

The group subsequently expanded its European presence, including operations in France. 14 For Singaporean consumers, this long-standing regional focus ensures that many Kose brands are formulated with Asian skin types and local preferences in mind.

Kose’s competitive advantage lies in its multi-brand strategy, which allows it to address diverse consumer needs without diluting individual brand identities.

DECORTÉ

Founded in 1970, DECORTÉ is Kose’s flagship luxury skincare and cosmetics brand. It emphasises advanced skincare science, premium ingredients, sophisticated textures and Japanese craftsmanship. One of its most renowned innovations is the Liposome skincare line. DECORTÉ serves as a key pillar of Kose’s global prestige positioning. 15

SEKKISEI

Launched in 1985, SEKKISEI is one of Kose’s most iconic skincare brands. Its identity centres on botanical ingredients and the pursuit of translucency. The brand holds particular significance in Japan and Southeast Asian markets, including Singapore. 16

ONE BY KOSÉ

ONE BY KOSÉ is a functional skincare brand leveraging Kose’s proprietary research to address specific skin concerns. Positioned distinctly from the ultra-luxury DECORTÉ line, it makes the company’s technological expertise accessible to a wider consumer base.

ADDICTION

ADDICTION focuses on sophisticated colour cosmetics and contemporary Japanese makeup aesthetics. It enables Kose to compete in the fashion-conscious segment of the beauty market.

JILL STUART Beauty

Introduced to the Japanese market in 2005 as a licensed business, JILL STUART is positioned around a feminine, romantic and fashion-forward aesthetic. It has become a distinctive and recognisable component of Kose’s portfolio. 17

INFINITY

INFINITY is a prestige skincare brand focused on anti-aging and advanced skincare solutions. It sits within the higher-value tier of Kose’s portfolio alongside SEKKISEI and other premium lines. 18

Kose’s portfolio is structured according to a clear brand ladder:

High Prestige

Luxury and highly specialised cosmetics targeting the top tier of the market.
* Examples: DECORTÉ, selected specialist/luxury brands 19

Prestige

High-value cosmetics distributed through department stores and selective channels.
* Examples: SEKKISEI, ONE BY KOSÉ, ESPRIQUE, INFINITY 20

Cosmetaries / Everyday Beauty

Accessible cosmetics and toiletries available through mass retailers, drugstores and everyday channels. This tiered structure allows Kose to serve consumers with varying budgets and beauty requirements without conflating brand identities. 21

Kose’s approach to beauty intersects Japanese aesthetics, scientific research, sensory experience and quality. The company places considerable importance on the holistic experience of cosmetics, including texture, fragrance, application rituals, packaging and emotional appeal.

This philosophy is encapsulated by the Japanese concept of “kirei”, which refers to a harmony between inner and outer beauty. 22 Historically, the company has also emphasised the belief that cosmetics can provide people with confidence and courage. 23

Research is a defining characteristic of Kose. Rather than relying solely on marketing, the company invests heavily in cosmetic chemistry, skin science, formulation technology, botanical research, delivery systems and whitening or anti-aging technologies.

Kose operates dedicated research facilities in Japan and maintains overseas research capabilities, including a satellite presence in France. 24 The development of DECORTÉ exemplifies the company’s strategy of translating scientific research into premium products and experiences. 25

Kose is a significant representative of J-Beauty (Japanese Beauty), although its scope extends beyond this label. Japanese beauty typically emphasises long-term skincare, gentle yet sophisticated formulations, meticulous application rituals and a harmony between nature and technology.

Kose embodies these traits: SEKKISEI merges traditional Asian botanical concepts with modern formulation, while DECORTÉ combines Japanese craftsmanship with advanced cosmetic science. 26

Sustainability is an integral part of Kose’s corporate strategy, articulated through the message “Creating Beauty in a Sustainable World”. Initiatives encompass environmental conservation, sustainable ingredient sourcing and packaging innovation. Notable projects include SAVE the BLUE, an environmental conservation initiative. 27

Brands such as SEKKISEI have increasingly incorporated sustainability considerations into ingredient sourcing and packaging development. 28

Not every brand associated with Kose originated internally. The group has employed various strategies to expand its portfolio, including licensing, acquisitions, joint ventures and strategic investments. For instance, Kose acquired a stake in the US cosmetics company Tarte in 2014, making it an affiliate. 29 This reflects a broader strategy of evolving into a global beauty group rather than relying exclusively on proprietary brands.

Kose has a particularly long history in Southeast Asia, which is relevant to its standing in Singapore. Its Malaysian subsidiary, KOSÉ (MALAYSIA) SDN. BHD., was established in 1972, making Malaysia one of the company’s earliest overseas markets.

The region is especially important for brands like DECORTÉ and SEKKISEI, which align well with strong consumer interest in Japanese skincare and premium Asian beauty products. DECORTÉ’s international footprint specifically includes Malaysia and the wider region.

In January 2026, Kose transitioned to a holding-company structure and changed its corporate name to KOSÉ Holdings Corporation. This restructuring represents the latest stage in the company’s evolution from a single Japanese cosmetics manufacturer into a diversified international beauty group.

Kose operates within the same broad industry as peers such as Shiseido, Kao and POLA ORBIS, but maintains a distinct corporate personality.

Kose’s distinctive feature is its portfolio of individually managed beauty brands, with DECORTÉ and SEKKISEI serving as primary examples of this strategy.

Kose is best characterised as a Japanese, scientific, elegant, skincare-focused, research-driven and multi-tiered beauty group. It is not merely a “Japanese skincare brand”; rather, it is a collective whose labels cover a spectrum from everyday cosmetics to some of Japan’s most prestigious luxury skincare.

This diversity is intentional. DECORTÉ conveys luxury and sophistication; SEKKISEI evokes botanical heritage; ADDICTION projects modern fashion sensibility; and ONE BY KOSÉ highlights technological efficacy. This variety is a central characteristic of Kose’s business model and explains why consumer perceptions of the company may vary depending on the specific brand encountered.

1. History | Company Information | KOSÉ Corporation
2. About Us – KOSE
3. Brands | Company Information | KOSÉ Corporation
4. KOSÉ Museum | Company Information | KOSÉ Corporation
5. Prestige | Brands | Company Information | KOSÉ Corporation
6. October 6, 2021
7. Decorte – KOSE
8. Brand Sekkisei – KOSE
9. SEKKISEI｜KOSE
10. ContentsAbout KOSÉStatement of Purpose 2 Our
11. ブランドから探す｜ Maison KOSÉ(メゾンコーセー)
12. ContentsAbout KOSÉStatement of Purpose 2 Our
13. | WorldStatement of PurposeCreate a culture and
14. KOSÉ
15. KOSÉ
16. KOSÉ
17. High-Prestige | Brands | Company Information | KOSÉ Corporation
18. KOSÉ Corporation
19. 沿革 | 企業情報 | 株式会社コーセー
20. ㈜코세 코리아
21. ㈜코세 코리아
22. ㈜코세 코리아
23. Together with Customer | Sustainability | KOSÉ Corporation – Company
24. History 雪肌精、34年の歩み。｜美白のための雪肌精｜KOSE
25. History 雪肌精 35年の歴史｜透明素肌を叶えるスキンケア｜雪肌精
26. ヒストリー｜商品紹介｜美白のための雪肌精｜KOSE
27. History – KOSE
28. Maison KOSÉ Taiwan
29. SITEMAP