Kao Announces Corporate Philosophy Revamp

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Kao's new philosophy, The Kao Way, will include environmental, social and governance (ESG) perspectives.

Kao Corporation has announced the revamping of the company's corporate philosophy, the Kao Way, to realize the vision and vitality of every Kao member.

Related: Kao to Repurpose Plastic Film in Tokyo

Kao’s future goals aim to establish an economy where the wholehearted satisfaction and enrichment of the lives of people globally and the sustainability of the world are realized.

To stay relevant to the changing times, the corporate message of the Kao Way has also evolved to integrate environmental, social and governance (ESG) perspectives such as a harmonious relationship between human beings and the earth, diversity, inclusion and making bolder moves, while maintaining its core values.


As one, we create a kirei life for all—providing care and enrichment for the life of all people and the planet.

As one Kao, we work together with passion to provide comprehensive care and enrichment to create a kirei life—a cleaner, more beautiful and healthier life for all people and the planet. Through innovation that provides excellent value, we share joy and create a safer, more harmonious world for all.

The Japanese word kirei describes something clean, well-ordered, and beautiful all at once. For Kao, this concept of kirei describes appearance and attitude—a desire to create beauty for oneself, for other people, and the natural world around us. At Kao, kirei is the value we want to bring to everyday life through our brands, products, technologies, solutions and services—now and in the future.

To view the company's revamped philosophy, visit

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