Japanese skincare brand Curel, renowned for its gentle formulations tailored to sensitive skin, is making a significant move by entering the German and French markets. This strategic expansion is part of Kao Corporation’s ambitious "Win in Skin" initiative, aiming to establish Curel as a leading authority in dermatological care across Europe.

Elevating Dermatological Care Through Expertise and Innovation

The Journey Begins in Europe

Curel has already garnered a dedicated following in the United Kingdom since its launch in 2019. The brand’s success there underscores its potential to thrive in other key European markets. By targeting pharmacies, Curel positions itself within environments where consumers seek expert advice on skincare solutions. This channel selection aligns perfectly with the brand’s mission to cater to individuals with sensitive skin, ensuring they receive the specialized attention they deserve.The decision to enter Germany and France reflects Curel’s commitment to expanding its global footprint while maintaining its core values. These countries are known for their high standards in healthcare and personal care products, making them ideal territories for Curel’s debut. The brand’s presence in pharmacies will not only enhance accessibility but also reinforce its reputation as a trusted name in dermatological care.

A Focus on Sensitivity and Expertise

Wendy Brown, Senior Director of Skincare Strategy and Revenue Growth Management for EMEA at Kao, emphasized the importance of leveraging the pharmacy channel. “Pharmacies offer a unique environment where consumers can receive personalized guidance from professionals who understand the nuances of sensitive skin,” she explained. This approach ensures that Curel connects with its target audience in a meaningful way, addressing their specific needs and concerns.Moreover, Curel’s formulations are designed with meticulous attention to detail. Each product undergoes rigorous testing to ensure it meets the highest standards of safety and efficacy. Ingredients like hyaluronic acid and ceramides are carefully selected for their ability to hydrate and protect the skin barrier. This level of dedication to quality has been instrumental in building Curel’s loyal customer base, both in Japan and now in Europe.

Building Trust and Establishing Leadership

Curel’s entry into Germany and France represents more than just market expansion; it signifies a commitment to becoming a go-to expert in sensitive skincare. The brand aims to educate consumers about the importance of using products specifically formulated for their skin type. By offering reliable, effective solutions, Curel fosters trust and loyalty among its users.In addition to product innovation, Curel prioritizes consumer education. Through partnerships with dermatologists and pharmacists, the brand provides valuable insights into managing sensitive skin. This collaborative approach ensures that consumers receive comprehensive support, from product recommendations to skincare routines. As Curel continues to grow its presence in Europe, it remains focused on delivering unparalleled expertise and care.

A Bright Future for Curel in Europe

With its proven track record in Japan and the UK, Curel is well-positioned to succeed in Germany and France. The brand’s emphasis on quality, safety, and customer-centricity resonates with European consumers who prioritize health and wellness. By establishing strong relationships with local pharmacies and healthcare professionals, Curel sets the stage for long-term growth and leadership in the European skincare market.As Curel expands its reach, it remains committed to pushing boundaries in dermatological care. The brand’s innovative spirit and unwavering dedication to sensitive skin make it a formidable player in the global skincare industry. With each new market entry, Curel reinforces its position as a trusted partner in achieving healthy, radiant skin.