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Origins: 1980

Bioré was created during Kao’s strategic shift from traditional cleansing agents to beauty and health care. Throughout the 1970s, Kao strengthened its research capabilities in skin and hair science, culminating in the establishment of its Research and Development Division in 1976.2

The inaugural product, Bioré Facial Foam, launched in Japan in 1980. It was formulated as an alternative to conventional soap-based cleansers, aiming to cleanse effectively without leaving the tight, uncomfortable sensation often associated with harsher products. According to Kao, development spanned approximately seven years, reflecting the company’s commitment to creating a gentler, more comfortable facial cleanser.2

The brand name is a coined Japanese term combining the Greek-derived words “BIOS” (life) and “ORE” (gold), intended to evoke the concept of a rich or fulfilling life. Kao also links the name to five English values: Beauty, Intelligence, Originality, Reliability, and Enrichment.3

Expansion into body care

In 1984, Kao introduced Bioré u, a line of body cleansers. At the time, liquid body wash was still uncommon in Japanese households, where bar soap remained dominant. Bioré u was developed to produce a rich lather easily while minimising post-wash tightness.4

This launch marked Bioré’s transition from a facial-cleansing specialist to a comprehensive personal care brand.

Expansion across Asia

Bioré began its international expansion early in its history. Following the domestic launch, Bioré Facial Foam was introduced in Hong Kong in 1981, with subsequent rollouts across other Asian markets. Kao notes that this regional growth involved adapting formulations to local consumer needs, including research into variations in skin conditions, washing habits, and lifestyles.4

Such localisation has become a defining feature of Bioré: while the brand retains a unified Japanese R&D heritage, specific product portfolios and formulations are often tailored to individual markets.

Europe and North America

Beyond Asia, Bioré entered Western markets progressively. Historical records indicate the brand made its European debut in the United Kingdom in 1998. Both European and U.S. operations have since developed products aligned with local market requirements while leveraging Kao’s Japanese R&D expertise.4

Bioré has evolved from a single-product line into a diverse portfolio covering multiple skincare and cleansing needs.

Facial cleansing

Facial cleansing remains a foundational category for Bioré. Depending on the market, offerings may include:

• Foaming facial cleansers
• Skin-balancing cleansers
• Acne-oriented cleansers
• Oil-control cleansers
• Makeup-removing cleansers
• Micellar cleansing products

For example, Kao Indonesia currently lists Bioré Skin Caring Facial Foam Mild Smooth, Bright & Oil Clear, and Acne Care variants.18

The underlying philosophy emphasises cleansing that maintains the skin’s natural condition and comfort, rather than aggressive stripping.

Pore care

Pore care is another historically significant pillar of the Bioré identity. Products in this category include pore strips and pore packs designed to extract debris from pores, particularly around the nose area. The Japanese Bioré portfolio continues to feature these items.5

Internationally, Bioré has positioned pore care as a fundamental skincare concern, distinguishing it from brands that focus solely on surface cleansing.5

Makeup removal

Bioré produces a range of makeup-removal solutions, including:

• Cleansing oils
• Cleansing liquids
• Cleansing sheets
• Micellar-type products

Assortments vary by country. In Indonesia, for instance, the catalogue includes Micellar Water, Makeup Remover Perfect Cleansing Oil, and cleansing sheets.6

Sunscreen / Bioré UV

Arguably the most internationally recognisable aspect of the modern brand is Bioré UV. This line encompasses products such as:

• UV Aqua Rich Watery Essence
• UV Aqua Rich Watery Gel
• UV Aqua Protect Mist
• UV Aqua Protect Lotion
• UV Athlizm
• Various market-specific tinted and tone-up sunscreens

Many Bioré UV products, such as those listed in Indonesia, carry ratings of SPF 50+ / PA++++, with formulations prioritising lightweight textures alongside high UV defence.719

Strategically, Bioré UV has become central to Kao’s international growth. In 2026 reporting, Kao described efforts to consolidate Bioré UV as a unified global UV-care brand.8

Body care

The body care portfolio includes:

• Liquid body washes
• Body foams
• Antibacterial body washes
• Body wipes
• Specialised moisturising and body-care products

Indonesian offerings, for example, comprise Bioré Serum Body Foam, Bioré Experience, Bioré Bright Body Foam, Bioré Body Foam, and Bioré Guard.8

Hand hygiene

Bioré also operates within the hand hygiene segment, offering foaming hand soaps such as Bioré Guard in select markets like Indonesia.8

Bioré’s contemporary relevance in skincare is closely tied to its sunscreen technology. The Aqua Rich family is engineered to deliver high UV protection with a lightweight, watery sensory profile. For instance, the Indonesian variant of Bioré UV Aqua Rich Watery Essence is marketed at SPF 50+ / PA++++, featuring water resistance and moisturising ingredients such as hyaluronic acid and royal jelly extract.7

This combination of high UV protection and lightweight cosmetic elegance has become a cornerstone of Bioré’s international positioning. In 2026, Kao articulated Bioré’s competitive advantage as delivering high-performance UV defence with an exceptionally light feel, thereby encouraging daily sunscreen use beyond beach or outdoor scenarios.9

Bioré’s identity has historically been anchored in several key principles:

Japanese R&D

The brand maintains strong ties to Kao’s Japanese research heritage. Products are positioned as benefiting from decades of Kao research into skin physiology, cleansing technologies, and UV protection.10

Everyday practicality

Rather than framing skincare exclusively as luxury or intensive treatment, Bioré emphasises integration into ordinary daily routines: face washing, makeup removal, UV protection, showering, and body cleansing.

Effective but comfortable

A recurring theme is the balance between performance and sensory comfort. This is particularly evident in the Bioré UV line, which aims to provide robust protection without the heaviness or discomfort traditionally associated with sunscreens.

Localisation

Although Bioré is a global brand, it does not offer identical products everywhere. Kao has historically conducted research into local skin conditions, consumer habits, and preferences when developing products for different Asian markets.11

As of March 2026, Kao reported that Bioré was available in 66 countries and regions spanning Asia, the Americas, and Europe. The brand has been designated a core asset under Kao’s “Global Sharp Top” strategy, which seeks to build leadership around high-value brands and categories.11

A significant development in 2026 was Bioré’s entry into South Korea, a major global beauty market. Kao launched several products there, including Bioré UV Aqua Rich Watery Essence, UV Aqua Rich Aqua Protect Mist, Perfect Oil, Cleansing Liquid, and various body-care items.1213

Bioré maintains a particularly extensive presence in the Indonesian market, which often serves as a reference point for Southeast Asian product availability.

Kao Indonesia categorises Bioré products across:

• Facial cleansing
• Pore packs
• Makeup removers
• UV protection
• Hand soap
• Body wash
• Body-care products

The Indonesian portfolio includes both classic Bioré staples and newer localised variants.14

Bioré sits within the broader Kao Indonesia ecosystem alongside brands such as Laurier, Attack, Merries, Men’s Bioré, Magiclean, MegRhythm, Liese, and Jergens. Kao’s corporate presence in Indonesia dates back to the 1980s, with the entity becoming PT. Kao Indonesia in 1997.1516

In 2026, Bioré entered a new phase of global branding. Kao launched a unified worldwide campaign centred on Bioré UV with the message:

“SUNLIGHT IS YOUR SPOTLIGHT.”

This campaign reframes sunlight not merely as a hazard to avoid, but as something people can experience confidently when their skin is adequately protected. The initiative was rolled out across more than 15 countries and regions where Bioré UV is sold.1

The campaign also continued Bioré’s collaboration with the South Korean group Stray Kids, who served as ambassadors for the second consecutive year.1

This marks a strategic shift in Bioré’s marketing: moving from a perception primarily rooted in Japanese cleansing and skincare towards becoming a globally integrated skincare and sun-care brand.

Bioré is not an independent cosmetics company; it is a brand wholly owned by Kao Corporation. Kao’s history traces back to 1887, when Tomiro Nagase established the business that eventually became the modern corporation. The company’s heritage is deeply intertwined with soap, cleansing, personal care, and scientific research.15

Understanding this background is essential to understanding Bioré. The brand essentially represents Kao’s evolution from traditional soap and household cleansing products into modern science-driven skincare and personal care.

Bioré occupies a distinct position in the beauty industry characterised by:

Mass-market accessibility
Products are generally designed for everyday consumers rather than exclusively for luxury-skincare clientele.

Japanese technology
The brand leverages Kao’s Japanese research and formulation expertise.

Functional skincare
Offerings typically centre on specific everyday functions: cleansing, makeup removal, UV protection, pore care, or body washing.

Strong sensory design
Texture and user experience are prioritised, particularly in products like the Aqua Rich sunscreen line.

Global + local
Bioré maintains a cohesive global identity while adapting products and marketing strategies to suit different markets.

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Bioré’s development can be summarised through shifting strategic questions over time:

1980:
“How can we clean the face without making the skin feel uncomfortable?”

↓

1980s onward:
“How can we make everyday cleansing and body care better?”

↓

1990s–2000s:
“How can Japanese skincare technology be adapted for consumers around the world?”

↓

2010s–2020s:
“How can we make high-performance skincare and sunscreen feel easy and pleasant to use?”

↓

2026:
“How can Bioré become a truly global skincare brand, with UV protection as one of its flagship categories?”

This trajectory explains why Bioré today encompasses far more than the facial cleanser with which it originated.

Bioré is Kao’s Japanese-born, mass-market skincare and personal-care brand founded in 1980, best known for facial cleansing, pore care, body cleansing, makeup removal and increasingly high-performance lightweight sunscreens, with a global presence spanning 66 countries and regions as of 2026.17

1. Kao | Kao’s Bioré Accelerates Global Growth with Entry into the South Korean Market and the Launch of a Unified Global Campaign
2. Bioréの想い | ビオレ | 花王株式会社
3. Our Story
4. Kao Indonesia | Katalog Produk | Biore
5. ビオレ | 花王株式会社
6. Kao Indonesia | Katalog Produk | Biore UV Aqua Rich Watery Gel SPF 50+ PA++++ 70ml
7. Kao Indonesia | Katalog Produk | Biore UV Aqua Rich Watery Essence with Micro Defense SPF 50+ PA++++ 50g
8. 花王 | 花王「Bioré（ビオレ）」、韓国市場参入とグローバルキャンペーンを起点に海外事業拡大を加速
9. Kao Indonesia | Bioré dari Kao Percepat Pertumbuhan Global dengan Ekspansi ke Pasar Korea Selatan dan Peluncuran Kampanye Global Terpadu
10. 花王中国 | 花王旗下“碧柔（Bioré）”首次进驻韩国市场 展开全球推广，加速拓展海外事业
11. Kao Việt Nam | Thương hiệu Bioré thuộc Tập đoàn Kao đẩy mạnh tăng trưởng toàn cầu với việc gia nhập thị trường Hàn Quốc và triển khai chiến dịch toàn cầu thống nhất
12. 花王香港 | 花王旗下Bioré首度進軍韓國市場 啟動全球推廣策略，加速海外事業拓展
13. 花王台灣 | 花王旗下Bioré首次進駐韓國市場 展開全球推廣，加速拓展海外事業
14. Kao Indonesia | Kao’s Bioré Accelerates Global Growth with Entry into the South Korean Market and the Launch of a Unified Global Campaign
15. Kao Indonesia | Kao Indonesia Celebrates 40 Years of Thoughtful Innovation with the Launch of Biore Breeze Deodorant
16. Kao Indonesia | Kao Indonesia Rayakan 40 Tahun Inovasi Penuh Makna dengan Peluncuran Biore Breeze Deodorant
17. Kao | Expansion of the Initiative to Protect Future Lives from Mosquitoes — Bioré GUARD Mos Block Serum Launch in Malaysia
18. Kao Indonesia | Katalog Produk | Busa Pembersih Wajah
19. Kao Indonesia | Katalog Produk | Biore UV Aqua Protect Lotion SPF 50+ PA++++