J-beauty pushes overseas as Curél and Ci Flavors scale globally

Kao-owned Japanese skin care brand Curél will launch in the Nordics in September. The brand’s debut highlights Kao’s strategy to grow its cosmetics business in Europe. It will become available in Sweden, Norway, Denmark, and Finland. 

Kao says it aims to increase Curél’s global sales to 1.6 times its 2024 level by 2030 and wants half of those sales to come from overseas markets. 

The move is part of Kao’s Global Sharp Top growth strategy, which divides six of the company’s brands, including Curél, into three expansion models for Japan, Europe, and Asia.

The expansion comes amid a competing Asian beauty market between C-beauty, K-beauty, and J-beauty, which are all looking to become global beauty players.

Meanwhile, also representing the growth of J-beauty, global investment firm KKR has agreed to acquire Ci Flavors, a beauty and lifestyle brand platform, from its existing shareholders, including L Catterton.

Science-driven sensitive skin care

Curél entered the UK in 2019, followed by Germany and France in 2025, and the Netherlands in May 2026. To expand in the Nordics, Curél will sell through beauty retailers KICKS and Matas. 

“The Nordics represent a highly sophisticated skin care market and a natural next step in Curél’s European growth journey. Curél’s launch in the region reflects both the strength of the brand and Kao’s long-term commitment to advancing skin science,” says Linda Karlin, senior director of marketing and strategy, Consumer Care, EMEA, at Kao.

Curél is expanding further across Europe with a September launch in four Nordic markets.Kao touts Curél as Japan’s leading sensitive skin care brand. It uses Kao’s patented biomimetic ceramide technology, which helps restore the skin’s natural barrier.

According to the brand’s owner, the product lineup focuses on long-term skin health, which is attracting more consumers who are moving away from short-term beauty trends.

“Consumers are starting to reject short-term beauty trends in favor of clinically proven formulations that prioritize skin barrier science and focus on long-term skin health,” Kao says.

The company highlights that the brand continues to build strong momentum in the UK, with retail sales up 24% year-to-date.

J-beauty expands

Kao states there is “growing global interest in J-beauty.” As its brand expands into the Nordics market, KKR’s acquisition of Ci Flavors is another move attesting to the category’s growth.

Ci Flavors owns a portfolio of Japanese beauty brands, including &Honey, 8 The Thalasso, Unlabel, Theratis, and Moroccan Beauty.

The company operates across hair care, skin care, body care, and lifestyle products. It is touted as having a strong foothold in Japan’s shampoo and hair treatment market, while also selling overseas across Asia and North America.

“We… look forward to the next phase of transformation with KKR, which will help us further accelerate our growth initiatives, including through international and category expansion, strengthening our talent base and organizational capabilities, and strategic M&A,” says Yoshiaki Okura, representative director and CEO at Ci Flavors.

J-beauty is competing with established K-beauty momentum and the accelerating global rise of C-beauty.As part of the deal, KKR gains full ownership of Ci Flavors and its brand portfolio, while the previous shareholders, including L Catterton, eBeauty Group, Yanagi Capital Partners, and founder Yusaku Horiuchi, will sell their stakes. Horiuchi and CEO Okura will reinvest alongside KKR.

Asian beauty push

Asian beauty trends are currently dominating the personal care industry. K-beauty, which has proven to have a significant influence on cosmetics trends, purchase patterns, and financial strategies, is rapidly expanding in global markets.

On its heels, C-beauty is also strengthening its foothold. In May, we reported on the country’s increasing personal care exports, as its cosmetics trade exceeded US$24.8 billion, and its expansion was fuelled by Korean and French aid.

Meanwhile, as J-beauty makes a play for the global stage, Japanese trading and investment conglomerate Marubeni Corporation previously acquired J-beauty brand Etvos to build a Beauty and Health business platform. 

“In Japan, the Beauty and Health market — including skin care, cosmetics, personal care, dietary foods, and supplements — is expanding amid rising consumer interest in beauty and wellness, and is expected to reach a market size of approximately ¥7 trillion (US$45.19 billion),” the company said.

Aiming to expand the country’s cultural influence, fragrance and flavors manufacturer Takasago recently announced that it is developing scents, tastes, and consumer products that aim to transform the J-pop genre into sensory experiences.