Following launches in the United Kingdom in 2019, Germany and France in 2025, as well as Brazil and the Netherlands in May 2026, Japanese cosmetics manufacturer Kao is continuing the global rollout of Curél.
The brand dedicated to dry skin care will be available across Sweden, Norway, Denmark and Finland from September 2026.
According to Kao, Curél has been well received in Europe. In the UK, for example, retail sales have reportedly increased by 24% since the beginning of 2026 compared with the same period in 2025. [1]
Focusing on the skin’s natural barrier function, Curél features Kao’s proprietary biomimetic ceramide technology.
“The Nordics represent a highly sophisticated skincare market and a natural next step in Curél’s European growth journey. 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,” commented Linda Karlin, Senior Director, Marketing & Strategy Consumer Care EMEA at Kao.
Across Europe, Curél focuses on growing the brand through trusted skincare retail channels and partners with retailers known for their skincare expertise, including pharmacies in Germany and France, derma-focused drugstores in the UK, and KICKS and Matas, two of the Nordics’ leading beauty retailers.
This launch in the Nordic region forms part of Kao’s strategy to accelerate Curél’s international expansion. The owner of John Frieda, Bioré, Sensai, and Molton Brown 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 the brand’s total revenue.
