After the UK, Kao Launches Curél in France and Germany

The Kao Group brand is coming to France and will soon follow in Germany. After its successful launch in the UK two years ago, the brand quickly followed in France. Curél has grown to become Japan's leading skincare brand thanks to its "bionic ceramide" technology. Since then, the brand has gained a loyal following in Asia and the US.

"Curél was launched in Japan in 1999 and is designed for dry and sensitive skin. 89% of dermatologists in Japan recommend it," says Delphine de Veyrac, Skincare Product Manager at Kao France.

The Japanese brand, known for its advanced dermatological solutions, will enter the French and German markets in January this year. Having already been sold in Boots and Superdrug in the UK for two years, Curél is naturally targeting the pharmacy networks in France and Germany. In France, the goal is to reach 400 pharmacies in the first year, especially within the network dedicated to the dermo-cosmetics market, and then 1,500 pharmacies in the medium term.

At the heart of Curél’s products is its proprietary “Bionic Ceramide” technology, which replicates natural ceramides to restore and strengthen the skin barrier. The brand built its global reputation by focusing on ceramides, which are important components of the skin’s ability to retain moisture and protect it from external aggressors. Curél and Kao have published nearly 90 scientific articles on the subject.

Curél offers fragrance-free, alcohol-free, dermatologically tested formulas with a unique double cleansing and double moisturizing routine designed to preserve and replenish ceramides.

"We started with an intensively hydrating range with a highly sensory texture to meet the specific needs of consumers in France and Germany," explains Delphine de Veyrac.