Curél steps up its European expansion

Kao is continuing the international expansion of Curél, Japan’s leading skincare brand for sensitive skin, with its launch in Sweden, Norway, Denmark and Finland in September. Available exclusively through KICKS and Matas, the brand is extending its European footprint following launches in the UK in 2019, France and Germany in 2025, and the Netherlands in May 2026.

The Japanese group, which has identified Europe as a priority region for the brand, aims to increase Curél’s global sales to 1.6 times their 2024 level by 2030, with approximately 50% generated outside Japan. In the UK, retail sales were already up 24% year on year at the end of June 2026.

Founded in 1999 on the back of Kao’s research into ceramides and skin barrier function, Curél notably draws on the group’s proprietary biomimetic ceramide technology. According to Kao, its European development comes amid growing interest in J-Beauty and skincare focused on proven efficacy and long-term skin health.