THE WHAT? Kao has launched its sensitive skincare brand Curél in the Netherlands, marking the latest step in its strategy to expand its skincare and dermacosmetics business across the EMEA region.

THE DETAILS Curél will be available exclusively through Etos Derma stores nationwide in the Netherlands. The brand, which has been Japan’s leading sensitive skincare brand for more than a decade, is built around Kao’s proprietary biomimetic ceramide technology designed to support dry and sensitive skin by helping restore the skin barrier and retain moisture. The Netherlands launch follows Curél’s introduction in the UK in 2019 and subsequent expansion into Germany and France in 2025. Kao is pursuing a market-specific distribution strategy across Europe, focusing on trusted pharmacy and drugstore channels that offer specialist skincare expertise. The launch supports Kao’s broader skincare portfolio in the region, which also includes brands such as Bioré, Bondi Sands and SENSAI. Curél has been designated as one of six core growth brands under Kao’s Global Sharp Top strategy.

THE WHY? The expansion reflects Kao’s focus on high-growth dermacosmetics and skincare categories, where rising consumer demand for sensitive skin solutions and science-backed products is creating new opportunities across European markets.

Source: AS