Kao launches Curél in Nordic markets
Kao expands Curél dry-skin line to Sweden, Norway, Denmark and Finland in September 2026, targeting 50% international sales by 2030.
Kao, the Japanese cosmetics group, will roll out its dry-skin brand Curél across Sweden, Norway, Denmark and Finland starting September 2026. The launch follows earlier introductions in the United Kingdom (2019), Germany and France (2025), and Brazil and the Netherlands (May 2026).
The brand, which focuses on the skin’s natural barrier, uses Kao’s biomimetic ceramide technology. In the UK, retail sales of Curél have reportedly increased by 24% since the beginning of 2026, compared with the same period in 2025, according to Kao.
Nordic launch strategy
“The Nordics represent a highly sophisticated skincare market and a natural next step in Curél’s European growth journey,” said Linda Karlin, Senior Director, Marketing & Strategy Consumer Care EMEA at Kao. “For decades, we have invested in understanding the dry, sensitive skin and developing innovations that address real consumer needs. We are proud to bring Curél’s unique expertise to a new audience and continue our mission of enriching lives through science-backed skincare.”
Kao’s rollout plan includes September 2026 launches in the four Nordic countries, as detailed in our fixtures. The company aims to increase Curél’s revenue to 1.6 times its 2024 level by 2030, while raising the share of international sales to around 50% of total revenue, a target reflected in our stats.
Retail partnerships
Curél will be sold through trusted skincare channels across Europe. In Germany and France, the brand is available in pharmacies; in the UK, it partners with derma-focused drugstores. In the Nordics, Curél will appear in KICKS and Matas, two leading beauty retailers known for their skincare expertise.
The strategy to grow Curél internationally is part of Kao’s broader plan to accelerate the brand’s presence worldwide. The owner of John Frieda, Bioré, Sensai, and Molton Brown is committed to expanding Curél’s reach and revenue, positioning the brand for significant growth in the coming decade.
Product focus
Curél’s formulation centers on reinforcing the skin’s natural barrier. The proprietary biomimetic ceramide technology mimics the skin’s own ceramides, helping to lock in moisture and protect against environmental stressors. This technology underpins the brand’s promise of science-backed, effective dry-skin care.
The launch in the Nordic region marks a key milestone in Curél’s European expansion, bringing its specialized dry-skin solutions to a market known for high skincare standards and consumer demand for barrier-supporting products. The brand’s entry into Sweden, Norway, Denmark and Finland is expected to strengthen Kao’s position in the Northern European market and support its goal of achieving a balanced international sales mix by 2030.
