Kosé reinforces mass offerings with new upcoming launches from Sekkisei, Fasio and more

The company had two successful launches from Sekkisei and One By Kosé in the first half of the year.

“Sekkisei Brightening Essence Lotion, launched in March, and One By Kosé Clear Peel Serum, launched in May, received numerous awards for best cosmetics in the first half of 2024, and sales have been very strong,” said president and chief executive, Kazutoshi Kobayashi.

Speaking during the firm’s first-half earnings conference, he revealed that the company has plans to build on this momentum with new launches from each brand.

Sekkisei will launch two new products to address increasing consumer demand for sensitive skin solutions.

The Mild Peel Care Serum and Moist Repair Cream will launch on August 21. The latter is a moisture retention cream suitable for newborns and up.

These launches coincide with a cross-brand sensitive skin campaign—the third of its kind this year—aimed at enhancing brand awareness for Sekkisei, Carte HD, and Ceramiaid.

One By Kosé will also renew its popular Serum Veil Deep Repair, a booster serum that has been the brand’s top seller since its was first released in 2017.

The renewal is expected to drive further sales growth by enhancing the product’s efficacy and appeal.

“The brand has renewed its booster serum, which has the biggest sales in this brand since its launch in 2017, with the aim of achieving further sales growth,” said Kobayashi.

Fasio and Bioliss

Fasio, a mass makeup brand under the Kosé portfolio, will expand its mascara offerings with the introduction of two film-type mascaras, set to launch on August 21 as well.

The new mascaras were developed in response to high consumer demand for curl-holding functions.

The mascara launches will be key to the firm’s strategy to increase Fasio’s market share.

“By strengthening the mascara category, which is the pillar of Fasio's sales, we aim to expand its market share,” said Kobayashi.

Lastly, Kobayashi announced that its hair care brand Bioliss will relaunch the Pure Retouch series, featuring an upgraded formula with natural ingredients targeting three specific hair concerns.

The new formulation is designed to deliver an ideal finish, furthering BIOLISS’s presence in the growing and competitive hair care market.

“Aiming to further expand our achievements, we will launch new products into the hair care market, which has a large market size,” said Kobayashi.