Kao has launched Curél in the Netherlands as part of its broader skincare and dermocosmetics expansion across Europe, the Middle East, and Africa. The sensitive skin brand will be sold exclusively through Etos Derma stores nationwide in the Dutch market.
Dutch Expansion Adds to Europe Footprint
The Netherlands launch follows Curél’s earlier entry into the UK in 2019 and its expansion into Germany and France in 2025. Kao is using a market-specific distribution approach in Europe, focusing on pharmacy and drugstore channels that already carry skincare credibility with local consumers.
Curél is built around Kao’s biomimetic ceramide technology, which is designed to support dry and sensitive skin by helping reinforce the skin barrier and retain moisture. Kao also includes Curél among the six core growth brands in its Global Sharp Top strategy.
Dermocosmetics Remain a Priority
The move strengthens Kao’s skincare positioning in Europe alongside brands including Bioré, Bondi Sands, and SENSAI. For Dewsia readers, the significance lies in channel choice as much as geography: Kao is continuing to back specialist-led dermocosmetics distribution rather than broad mass rollout as it builds Curél’s European presence.
