10.25.21
Update: Kosé ranks at #20 on our latest report Top 20 Global Beauty Companies 2022.
Kosé is #17 on this year's list of Top Global Beauty Companies.
Below is a look at the company's 2021 highlights, recent acquisitions, best-selling brands, and latest innovations.
Beauty Sales
$2.7 billion
Key Personnel
Kazutoshi Kobayashi, president and chief executive officer; Shinichi Mochizuki, senior executive officer and chief financial officer
Major Products
Skin care, cosmetics and toiletries sold under numerous brand names in three main sectors—High Prestige, Prestige and Cosmetaries. High Prestige includes Decorté, Albion, Jill Stuart, Sekkisei MYV, Infinity, Predia, Addiction, Paul Stuart, Awake, tarte. Prestige: One by Kosé, Shirosumi, Esprique, Carté Clinity, Crie, Phil Naturant, Formule, Maihada. Cosmetaries (self-selection): Visée, Fasio, Elsia, Nature & Co, SportsBeauty, Nailholic, Stephen Knoll New York, Softymo, Je l’aime, Clear Turn, Suncut, Kokutousei, Grace One
New Products
Decorté AQ hair care, Decorté fragrance series Kimono, Albion Excia Brightening line, Sekkisei Clear Wellness, tartelette in-bloom clay palette
Comments
The 70-year-old Japanese-based global cosmetics company with lofty sustainability and social justice goals delivered via Beauty, blamed Covid-19 for its double-digit drop in sales, which fell 14.7% last year. While “High Prestige” Decorté sales were strong in China, Albion and Cosmeport sales were severely impacted by a decline in consumer spending in Japan, despite success with sales of non-transferable lipstick and foundation that were resistant to mask wearing.
While lockdowns negatively affected consumer spending last year, and sales and profits decreased in each area of the Kosé Group’s business, Kosé noted that the overall market is slowly recovering. Specifically, in fiscal Q4, Decorté and Albion posted large gains in sales.
In 2020, nearly 60% of sales were within Japan; Asia held 29% and North America 9.5%.
Outside Japan results were mixed. Rapid e-commerce growth in China benefited sales in Asia by more than 27%. However, sales in North America, Europe and other regions fell nearly 27%. But Kosé noted that there were signs of recovery in the U.S. Sales of tarte rose 35%, excluding results in Ulta and Sephora.
In December 2020, Kosé opened a contact-free shopping location—at their flagship Maison Kosé Omotesando store. Here, customers can utilize digital technology as well as experiencing products in person. Auto-dispenser testers and cashless payment methods add to a secure and safe experience.
Looking Ahead
Making progress in sustainability is high on Kosé’s agenda, according to president and CEO Kazutoshi Kobayashi, who commented, “By incorporating a perspective of sustainability in all activities for VISION 2026 [the company’s over-arching sustainability plan], the KOSÉ Group will grow its business as it helps to achieve a sustainable society.”
He is also basing future success on being “a true and honorable company that attracts consumers through its ideals,” saying: “The Kosé Group aims to be a company with exceptional customer loyalty that is known and admired by all, a company that stands apart as highly original and one of a kind. Moreover, we aim to be a company that customers consider irreplaceable, with a high repeat rate and customer retention rate.”
In more concrete terms, the Group plans to conduct unique manufacturing that addresses changing customer needs, and in fiscal 2021, we are planning large-scale launches of items from multiple brands with different concepts, textures and functions. In addition, for the “clean products” market, where needs are growing mainly in North America and Europe, we have just launched and plan to carefully nurture the Clear Wellness series, which incorporates the concept of sustainability into the Kosé Group’s flagship Sekkisei brand.
Kobayashi also said the company plans to make strategic investments in the Chinese and travel retail markets, expand the presence of global brands, and roll out more counters in travel retail locations.
Read Next: Mary Kay is #18.
Kosé is #17 on this year's list of Top Global Beauty Companies.
Below is a look at the company's 2021 highlights, recent acquisitions, best-selling brands, and latest innovations.
Beauty Sales
$2.7 billion
Key Personnel
Kazutoshi Kobayashi, president and chief executive officer; Shinichi Mochizuki, senior executive officer and chief financial officer
Major Products
Skin care, cosmetics and toiletries sold under numerous brand names in three main sectors—High Prestige, Prestige and Cosmetaries. High Prestige includes Decorté, Albion, Jill Stuart, Sekkisei MYV, Infinity, Predia, Addiction, Paul Stuart, Awake, tarte. Prestige: One by Kosé, Shirosumi, Esprique, Carté Clinity, Crie, Phil Naturant, Formule, Maihada. Cosmetaries (self-selection): Visée, Fasio, Elsia, Nature & Co, SportsBeauty, Nailholic, Stephen Knoll New York, Softymo, Je l’aime, Clear Turn, Suncut, Kokutousei, Grace One
New Products
Decorté AQ hair care, Decorté fragrance series Kimono, Albion Excia Brightening line, Sekkisei Clear Wellness, tartelette in-bloom clay palette
Comments
The 70-year-old Japanese-based global cosmetics company with lofty sustainability and social justice goals delivered via Beauty, blamed Covid-19 for its double-digit drop in sales, which fell 14.7% last year. While “High Prestige” Decorté sales were strong in China, Albion and Cosmeport sales were severely impacted by a decline in consumer spending in Japan, despite success with sales of non-transferable lipstick and foundation that were resistant to mask wearing.
While lockdowns negatively affected consumer spending last year, and sales and profits decreased in each area of the Kosé Group’s business, Kosé noted that the overall market is slowly recovering. Specifically, in fiscal Q4, Decorté and Albion posted large gains in sales.
In 2020, nearly 60% of sales were within Japan; Asia held 29% and North America 9.5%.
Outside Japan results were mixed. Rapid e-commerce growth in China benefited sales in Asia by more than 27%. However, sales in North America, Europe and other regions fell nearly 27%. But Kosé noted that there were signs of recovery in the U.S. Sales of tarte rose 35%, excluding results in Ulta and Sephora.
In December 2020, Kosé opened a contact-free shopping location—at their flagship Maison Kosé Omotesando store. Here, customers can utilize digital technology as well as experiencing products in person. Auto-dispenser testers and cashless payment methods add to a secure and safe experience.
Looking Ahead
Making progress in sustainability is high on Kosé’s agenda, according to president and CEO Kazutoshi Kobayashi, who commented, “By incorporating a perspective of sustainability in all activities for VISION 2026 [the company’s over-arching sustainability plan], the KOSÉ Group will grow its business as it helps to achieve a sustainable society.”
He is also basing future success on being “a true and honorable company that attracts consumers through its ideals,” saying: “The Kosé Group aims to be a company with exceptional customer loyalty that is known and admired by all, a company that stands apart as highly original and one of a kind. Moreover, we aim to be a company that customers consider irreplaceable, with a high repeat rate and customer retention rate.”
In more concrete terms, the Group plans to conduct unique manufacturing that addresses changing customer needs, and in fiscal 2021, we are planning large-scale launches of items from multiple brands with different concepts, textures and functions. In addition, for the “clean products” market, where needs are growing mainly in North America and Europe, we have just launched and plan to carefully nurture the Clear Wellness series, which incorporates the concept of sustainability into the Kosé Group’s flagship Sekkisei brand.
Kobayashi also said the company plans to make strategic investments in the Chinese and travel retail markets, expand the presence of global brands, and roll out more counters in travel retail locations.
Read Next: Mary Kay is #18.