With MyKirei, Kao bets on the clean beauty trend to gain some name recognition with consumers in the USA. Indeed, the Japanese word ‘kirei’ describes something that is clean, well-ordered and beautiful, all at the same time. The word was already used by the Tokyo-headquartered group - whose brand portfolio includes Bioré, Goldwell, Jergens, Laurier, Merries, John Frieda and Molton Brown - to promote its new Environmental, Social, and Governance strategy last year.
"In Japan, Kirei has many meanings. It can describe beauty and cleanliness, as well as simplicity, balance and sustainability," explains Karen Frank, President Kao USA. "The Kirei sensibility has always been unique to and treasured by the Japanese people. With MyKirei, we are bringing this wisdom to the Western consumer with innovation for a gentler, more sustainable way of living."
The new product collection features three products: a Nourishing Shampoo, a Conditioner and a Hand Wash. The products will be available exclusively at amazon.com beginning April 22nd at USD18 each.
According to Kao, MyKirei products were developed with global sustainability challenges - including climate change, aging societies, resource scarcity, and plastic waste in the ocean - in mind.
As far as ingredients are concerned, MyKirei products offer vegan-friendly, plant-based formulas that are 95% biodegradable with authentic Japanese ingredients, like Yuzu Fruit, Rice Water and Japanese Tsubaki flower.
“Each of these treasured ingredients has been trusted for centuries in Japanese folklore for their multiple, legendary benefits. Carefully curated fragrances, ranging from the calming, soothing Rock Garden scent, to the fresh, energizing citrus Yuzu fruit blooms, signal the beauty and tranquility of Japan,” claims the brand.
Eco-friendly bottles and delivery systems
In addition, all products in the range are packed in bottles using up to 50% less plastic compared to traditional bottles. The lightweight bottles gain their rigidity through an air fill, allowing them to stand upright, like a traditional bottle.
The water tight design of the delivery system prevents contamination and allows consumers to use nearly every last drop they have paid for. “Competitors leave up to thee times more product in more traditional packaging,” claims Kao.
Eventually, to ensure that no waste is left behind, Kao has partnered with TerraCycle to create a program to allow consumers to recycle the package and the pumps post-use.