Kao USA rolls out new product line MyKirei inspired by Japanese philosophy

Kao USA has launched a new product line MyKirei inspired by the Japanese philosophy Kirei that promotes sustainability and simplicity, without sacrifice.

The first phase of MyKirei products feature a Nourishing Shampoo, Conditioner and Hand Wash priced at $18 each.

These products are made from balanced blends of traditional, authentic Japanese ingredients such as Yuzu Fruit, Rice Water and Japanese Tsubaki flower.

Packaged using eco-friendly delivery systems, these products make use of vegan-friendly, plant-based formulas that are claimed to be 95% biodegradable.

Furthermore, the bottles used for the new products uses up to 50% less plastic. The packaging gains rigidity through an air fill and features water tight design that prevents contamination.

Kao USA president Karen Frank said: “In Japan, Kirei has many meanings. It can describe beauty and cleanliness, as well as simplicity, balance and sustainability.

“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 company also partnered with TerraCycle to initiate a programme to enable customers to recycle the package and the pumps post-use.

Kao noted that the new product line is born from its 130-year commitment to these practices and their guiding principles of respecting their consumer, enriching lives globally and contributing to the sustainability of the world.

The company plans to expand the MyKirei line later in 2020.

Currently, Kao portfolio features over 20 leading brands including Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown.