Indonesia – Kao Corporation, a Japan-based manufacturer of personal care, household products, cosmetics, and specialty chemicals, is expanding its footprint in Asia with the launch of its luxury skincare brand, SENSAI, in Indonesia, marking its latest move in the region’s growing beauty market.
Kao’s expansion into Indonesia marks the next step in its broader growth strategy for the region. The introduction of SENSAI aligns with Indonesia’s strong affinity for established skincare routines.
SENSAI’s first counter in Indonesia will be at SOGO Plaza Senayan in Jakarta, a department store located in the Senayan district, an area known for its upscale shopping and luxury hotels.
Yoshiko Sakurai, SENSAI brand manager, shared, “Indonesia has a strong affinity for Japanese skincare culture, which includes a well-known practice of double cleansing, double moisturising, and UV protection. This aligns perfectly with SENSAI’s skincare ritual, Saho. We believe that introducing SENSAI in Indonesia will help to expand our fan base among affluent consumers across Asia.”
As part of its mid-term strategy, Kao has identified SENSAI as one of its key brands for global growth within its cosmetics division, alongside Molton Brown and Curél. The brand, which initially built a strong presence in Europe, has since expanded to over 40 countries. Its entry into Asia began in 2019 with a launch in Japan, followed by the opening of a flagship store in Shanghai in 2023.