By Yukiho Takaichi

Yomiuri Shimbun Staff Writer

Kao Corp. will launch a new base makeup line, "Jellyfish in the moonlight," on Oct. 25 under its cosmetics brand KATE, which is geared toward younger individuals.

KATE, known for its lipsticks and eyeshadows, is strengthening its cosmetic foundation sales. By 2030, the brand aims to increase sales by 60% compared to 2023 and double its overseas sales ratio.

The new line is inspired by "the mysterious glow of jellyfish drifting in the moonlit night." The new "Jelly-Gloss Lasting Foundation" (2,530 yen, including tax) features a jelly base that incorporates foundation powder and beauty serum ingredients and adheres closely to skin. It is designed to resist dulling over time and maintain lasting radiance.

Beyond the foundation, the new line will also include primers and concealers. The company plans to release the products in sequence across nine Asian countries and regions including Thailand, Malaysia and Taiwan.

"To compete with local brands (in each country) and South Korean manufacturers, it's crucial to offer not just functionality but also a compelling worldview that makes people want to try it," said Arihiro Iwata, KATE brand manager, at a launch event held in Tokyo on Thursday. "That's why we introduced the concept of 'Jellyfish in the moonlight.' We aim to make KATE a leading makeup brand in Asia through our three pillars (of eye makeup, lip products and foundation makeup)."

Kao aims to increase the overseas share of its cosmetics business operating profit to 70% by 2027. KATE, accelerating its Asian expansion, is one of the six key brands being prioritized. In the Asian cosmetics market, foundation and lipstick account for more than half of sales.

Kao aims to enhance KATE's brand power by launching a new foundation alongside its hit "Lip Monster" lipstick, known for its long-lasting wear.

Facing a slowdown in the Chinese market and intensifying competition from emerging brands in China and South Korea, among other countries, strengthening profitability is a key challenge for Kao's cosmetics business. For the fiscal year that ended December 2024, the cosmetics business recorded net sales of 244.1 billion yen, accounting for about 15% of total net sales, but posted an operating loss of 3.7 billion yen.

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This article is from The Yomiuri Shimbun. Neither Dow Jones Newswires, MarketWatch, Barron's nor The Wall Street Journal were involved in the creation of this content.

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October 06, 2025 22:44 ET (02:44 GMT)

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