Kao has announced that its skincare brand Bioré will accelerate its international expansion with a strategic entry into the South Korean market and the rollout of a globally unified campaign. As a core brand under Kao’s “Global Sharp Top” strategy, Bioré plays a central role in driving the company’s global growth and is currently available in 66 countries and regions across Asia, the Americas, and Europe.
Strategic Entry into South Korea
South Korea is one of the most influential markets in the global beauty and skincare industry, serving as a key hub for consumer trends and standards. The suncare segment in the country ranks among the largest globally and continues to grow. Leveraging its proprietary technology, Bioré offers high-performance sunscreens that combine superior UV protection with an exceptionally lightweight feel. By entering the K-beauty market, Bioré aims to strengthen trust in its technological expertise and enhance brand credibility on a global scale. Kao sees success in Korea as a strategic springboard for broader expansion across Asia and other international markets. The move follows Kao’s recent launch of Curél in Germany and France, underscoring the company’s commitment to expanding its skincare portfolio in key global markets.
Global Campaign Featuring Stray Kids
Coinciding with its South Korean market entry, Bioré is launching a global campaign centred on Bioré UV. For the second consecutive year, the campaign features Stray Kids as its global face and will roll out simultaneously across more than 15 countries and regions. Through its collaboration with the globally acclaimed group, Bioré aims to expand its connection with consumers worldwide.
Under the global message “SUNLIGHT IS YOUR SPOTLIGHT,” the brand seeks to redefine the sun as a positive force that empowers people to shine. The campaign launched with the “YOUR ONE AND ONLY. Bioré Global Brand Event” on March 19, 2026, in Seongsu, Seoul — one of South Korea’s most vibrant cultural hubs — bringing together influencers from key markets around the world.
Bioré UV Campaign Overview
The campaign runs from March 2026 onward across 15 countries and regions worldwide, featuring integrated initiatives including an anthem film, out-of-home advertising, global graphic rollouts, social media content, and pop-up store activations in select markets. Bioré will anchor its campaign in globally unified creative assets while layering locally optimised initiatives tailored to each market.
“Global marketing plays a central role in accelerating Bioré’s growth. By bringing together Bioré UV — backed by our proprietary, world-class UV sunscreen technology — and Stray Kids, we aim to establish Bioré’s position as a global leader.”
— Emi Kobayashi, President, Skincare Business, Kao Corporation
For more information, visit Kao EMEA.
