Kao Indonesia Celebrates 40 Years of Thoughtful Innovation with the Launch of Biore Breeze Deodorant

Kao Indonesia reflects on four decades of thoughtful innovation and social impact, championing the values of cleanliness, beauty, and harmonious living, Kirei. With the launch of Biore Deodorant, the company underscores its continued dedication to inclusive care, sustainability, and women’s empowerment.

JAKARTA, Indonesia, June 23, 2025 /PRNewswire/ — Kao Indonesia proudly celebrates its 40th anniversary, marking four decades of thoughtful innovation and commitment to improving lives through the Kirei Lifestyle. The milestone event brought together stakeholders from national to regional levels including government officials, partners, and media to reflect on Kao’s journey and its growing role in Southeast Asia. Speakers included Yoshihiro Hasebe (President and CEO, Kao Corporation), Irene Umar (Vice Minister of Creative Economy, Indonesia), and Putri Tanjung (CEO, Trans Digital Lifestyle Group and Womenpreneur).

Since its founding, Kao Indonesia has become a trusted leader in science-backed personal care, with products that resonate locally while aligning with Kao’s global mission. Today, the company plays a strategic role in Kao’s Southeast Asia/Asia-Pacific vision serving as both an innovative hub and a model for sustainable impact.

Mr. Yoshihiro Hasebe shared, “Guided by Global Sharp Top, we are committed to be a global company with excellence that thrives in delivering unique value to consumers and creating a positive impact on society through Kirei Lifestyle. Kirei is our way of life and it’s about living it responsibly, clean, beautiful and harmoniously with ourselves, with others and the planet. Our Global Research and Development Team has worked diligently to come up with thoughtful innovations that are scientifically advanced and resonant with our consumers’ values and needs all while driving positive societal and environmental impact. From hygiene education to sustainability advocacy, our company has played a pivotal role in shaping millions of perspectives towards a healthier lifestyle.”

To serve Southeast Asia’s diverse needs, Kao has established a Regional Innovation Division in Indonesia developing products suited to local climates, cultures, and lifestyles. The newly launched Biore Breeze Deodorant, featuring Skin Breathable Tech, reflects this approach by supporting sweat evaporation without clogging pores—ideal for hijab-wearing and commuting women.

Mrs. Irene Umar emphasized Kao’s role in advancing women’s wellbeing: “Kao Indonesia’s 40th anniversary reaffirms the company’s purpose in improving quality of life and fostering cross-sector collaborations. In the creative industry, women are the backbone. I appreciate Kao’s support for women’s personal hygiene and self-confidence, which are essential to empowerment and actualization.”

Mrs. Putri Tanjung added, “Women are not just the future—they are present-day catalysts of transformation. When we embrace the Kirei Lifestyle, we choose intentional living. When a woman lives with purpose, the impact ripples far beyond herself into her family, community, and the future of our region.”

Mrs. Susilowati, Vice President of Marketing at Kao Indonesia, explained,
“Consumers across Southeast Asia are seeking products that not only work but also reflect their values. With Biore Breeze, we bring thoughtful innovation tailored to local habits and emotional needs, while staying true to our sustainability goals.”

Kao Indonesia’s 40th anniversary not only celebrates a legacy of impactful care but also reinforces the company’s broader mission to improving quality life and bring smile to Indonesia society.  Kao Indonesia’s sustainability milestones include hygiene education for over 100,000 students, Southeast Asia’s largest Kao solar energy facility (6.53 MWp), and waste collection partnerships such as Kao BERSERI.

Whether through daily self-care or community empowerment, Kao remains committed to building a more sustainable and harmonious future across Southeast Asia. The mission is clear: to uplift everyday life through small, thoughtful acts that collectively build a better region for all.