By Yukiho Takaichi

Yomiuri Shimbun Staff Writer

Kao Corp. has announced that it will launch a new toner from its flagship cosmetics brand Kanebo in January or later. The company aims to strengthen its premium skincare line in the growing Asian market.

The toner, called Kanebo Generating Essentials, incorporates a unique moisturizing ingredient inspired by vernix caseosa -- the protective substance covering a baby's skin in the womb -- that has been refined into a micro-sized formulation. The toner is designed to quickly absorb into the skin, giving it a plump but firm feel.

The same ingredient is also included in Kanebo's face cream, which was launched in September. Kao positions the new toner, priced at 13,200 yen including tax, as its flagship product to be used with the face cream, the company said Friday.

Kanebo is one of six brands Kao is focusing on for international expansion, with a goal to grow its sales by 60% by 2027 compared to 2024.

In Thailand, where the cosmetics market is expanding and where Kao has an established logistics and sales network, the company plans to increase sales revenue by 150%. The brand is working to increase its market penetration through advertising campaigns featuring popular local actors and events at which people can try the products.

Kao's cosmetics business, including Kanebo, posted an operating loss of 3.7 billion yen for the fiscal year that ended December 2024, making securing profitability a key challenge.

In the high-end cosmetics market in Asia, France's L'Oreal and Japan's Shiseido are strong players. Kao plans to enhance Kanebo's competitiveness by expanding its product lineup.

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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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November 04, 2025 03:07 ET (08:07 GMT)

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