Japanese consumer giant Kao is launching a new brand straight into the US market via Amazon

MyKirei is the first new brand the Japanese consumer giant has developed and launched specifically for the U.S. market, and is meant to be a chance for the company to gain some name recognition with US consumers

KAO is the 10th largest beauty company in the world, according to data from WWD Beauty Inc’s Top 100 list. In 2019, the owner of brands such as Jergens, Bioré, Curél, John Frieda, Molton Brown, Goldwell and Oribe, brought in 621 billion yen, or $5.6 billion in sales. Despite the presence of several of its key brands in the U.S. market, Kao is not a household name like, for example, Procter & Gamble for consumers in the US. The company now wants to raise its profile with the western consumer.

With that mind the beauty giant has debuted MyKirei via Amazon. Despite launching during a pandemic the new brand has incorporated many key market trends to help ensure its success.

Firstly, the product portfolio is simple and contains a shampoo, conditioner and hand wash with plant based and 95% biodegradable formulas.

The entire concept takes inspiration from Kirei (the word “kirei” in Japanese is roughly translated to mean clean and tidy in English), which encompasses a way of living that’s centered on beauty and cleanliness, simplicity, balance, minimalism and sustainability. This sensibility has been revered by Japanese people for years and MyKirei aims to introduce a more eco-friendly way of living to the west.

Whilst the packaging stands upright, like the majority of personal care packaging for shampoos, conditioners and hand washes this range uses 50% less plastic in comparison – it gets its rigidity from an air fill. Additionally, the novel design helps to prevent contamination and makes it easy to use all the product to the very last drop.

MyKirei’s initial three products — a shampoo, conditioner and a hand wash priced at $18 each, launched exclusively on Amazon on Wednesday, April 22, in time for Earth Day, with ingredients that are authentic to Japan, including yuzu, rice water and tsubaki flower.