Eyes on China: Brenntag acquires Saifu, Kao’s Sensai to establish a luxury business in Shanghai

21 Jun 2023 --- Latest business moves by Brenntag and Kao are focused on expanding in China. Chemical and ingredient distributor Brenntag has acquired Shanghai Saifu Chemical Development, touted as a market leader with expertise in personal care chemicals. Meanwhile, Sensai will be opening a flagship store in Shanghai this year, introducing a luxury business model unique to the brand in the country.

Kao is also set to launch an “enhanced edition” of Ultimate – Sensai’s top skin care line sold by Kanebo Cosmetics.

Sensai has planned several steps to grow its presence in China and the rest of Asia. The brand is noted to have an established position in Europe, with a large following for Japanese luxury skin care.

Business strategies
The first step is opening Sensei’s store in Shanghai, followed by expanding sales in mainland China. With the expansion, Kao will further strengthen its global beauty brands, such as Curél and Molton Brown, with Sensai in the lead.

“Molton Brown has incredible potential in the rapidly growing lifestyle fragrance market worldwide. Curél is positioned for the Dermo-cosmetics market, a segment that is also experiencing growth,” shares Kao.Sensai is one of 11 global brands responsible for the ongoing growth of Kao’s cosmetics operations.

“Finally, the premium skin care market is booming worldwide, and we are well-equipped to compete internationally with our Sensai brand. Therefore, we have identified Sensai as our top and first runner, which will lead our global expansion efforts.”

Kao is planning to expand its presence in the sensitive skin market, using the technology of ceramide skin care and providing customized solutions for different climate and skin concerns with Curél. Molton Brown will leverage its status as a Royal Warrant Holder to expand in Europe.

The company is also exploring opportunities in the “thriving Asian prestige fragrance market.”

Tea-inspired premier experiences
At the Shanghai store, Sensai advisors will introduce a special treatment for high-end customers.

“Sensai will be reinforcing the brand concept and creating synergies with the Sensai e-commerce activities already underway,” shares Kao.

The Ultimate series renewal includes four products – Sensai Ultimate the Lotion I/II, Sensai Ultimate the Emulsion N and Sensai Ultimate the Cream N.

“All four are made with moisturizing ingredients Koishimaru Silk Infinite and Sakura Eternal Complex, a compound known for its vitality,” shares Kao. Koishimaru silk is a rare and ancient silk that used to be reserved only for the imperial family. 

“With the advance of emulsification technology, the texture of each feels more pleasing than ever before, with greater smoothness and rich textures that melt and blend with the skin,” continues the company. 

“Sensai advocates a precise skin care ritual, ‘Saho,’ inspired by the mindful routine of the Japanese tea ceremony.” This consists of double cleansing and moisturizing, which should be performed carefully and gently.

Progress in sustainable packaging
The packaging of the Ultimate series is described as “profound and modern” made of recycled materials for reduced environmental impacts. The Sensai Ultimate Cream N is now available as a refill. 

The brand has also collaborated with Kaikado, a traditional maker of handmade tea caddies, to launch a limited-edition version of the cream in the EU and Japan.Shigeru Ban’s reusable, assembly-type booth. 

In another partnership with the renowned architect Shigeru Ban, a reusable, assembly-type booth will be used at events. The pop-up booth is built with reduced waste material and used at Sensai events in various countries.

Entering the Asian personal care market
In other China-centered moves, Brenntag’s acquisition is part of the company’s strategy and goal to position itself as a global partner for sustainable solutions.

“We are taking great strides with the execution of our ‘Strategy to Win’ and growing in attractive markets, especially within the Life Sciences sector. Joining forces with Saifu in China is a significant step, expanding our global Specialties footprint in the region and the Asian Personal Care market and strengthening our value-added services offering and innovation capabilities,” says Michael Friede, CEO at Brenntag Specialties.

“I want to welcome all our new colleagues of the Saifu team to Brenntag and look forward to expanding our reach and customer base here in China and the Asia Pacific.”

Saifu distributes personal care ingredients, coatings, emulsion polymerization and cleaning chemicals while providing related solution services, shares Brenntag. 

“Our customers, suppliers, shareholders and employees will greatly benefit from becoming part of Brenntag,” adds Yu Tao, managing director at Saifu.  

By Venya Patel