Kao’s Freshel Announces Discontinuation in December 2023

Recently, Freshel, a brand under Kao Corporation’s subsidiary Kanebo Cosmetics, announced on its official website that it will cease production in December 2023. Freshel stated that once the inventory in Freshel stores or online shops is depleted, product sales will be discontinued.

According to public information, Freshel is dedicated to providing skincare and moisturizing solutions for busy women in their daily work or life. Currently, Freshel sells products such as cleansing creams, lotions, and moisturizing gels in Kao’s online store.

Earlier, according to the Nikkei Asian Review, Kao Group is undergoing significant internal reforms, with streamlining its beauty business being an important part of the restructuring plan. Kao is considering selling or integrating around 10 cosmetic brands, which account for about one-third of its total cosmetics portfolio.



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