Top Companies Report

17. Kosé

August 3, 2015

Sales: $1.7 billion

Key Personnel:  Kazutoshi Kobayashi, president.

Major Products: Skin care, cosmetics and toiletries sold under several brand names including Decorte (formerly Cosme Decorte), AQ, Awake, Jill Stuart, Anna Sui, Infinity, Grandaine, Crie, Predia, Visée, Phil Naturnt, Esprique, Sekkisei, Elsia, Salon Style, Softymo, Formule, Precious, Fasio, Nature & Co, Stephen Knoll New York, Happy Bath Day, Paul & Joe, Tarte, Albion.

New Products: Spawake; Decorte Liposome Treatment Liquid; Albion Line Terminate Maximum; Sekkisei Facial Essence Soap; Esprique Smooth on Liquid Foundation UV; Tarte Fall 2015 launches, 15th Anniversary Tartelette collection; Paul & Joe Fall 2015 color collection; Kosé Cosmeport Oleo D’Or, Kosé Cosmeport Je l’aime Amino silicone-free line; Visée Lip & Cheek Cream.

Comments: Kozaburo Kobayashi founded Kosé in 1946, pouring his limitless passion into making cosmetics to provide people with dreams and hope. Even in the post-war period of struggle and shortages, Kobayashi was committed to making quality products that truly exceeded the expectations of each customer., according to the company. His ideals, according to Kosé, are alive in all facets of the business today. From research and development to manufacturing, from customer-oriented marketing system that perfectly matches brands and sales channels. This spirit is what gives Kosé strength and drive to do more.

For the fiscal year ended March 31, 2015, net sales increased 9.4% and operating income soared 19.6%. The company forecasts net sales to rise 3.9% in the current fiscal year.

According to Kosé, sales increased due to the acquisition of Tarte and strong sales of Albion. In fact, despite the effects of a consumption tax hike, Albion posted record sales. There were strong sales of current skin care products and base makeup products with different type of foundations were successful. Also, in Japan, sales of Sekkisei and Esprique increased primarily in drug stores. Sales of AQ Meliority and AQ MW, two high-end lines, increased and new lines of skinc are and base makeup products were launched to attract new customers. Self-selection makeup brands Visée and Elsia brands for sale exclusively through convenience stores additionally performed well this year.

Kosé also moved into the Indian cosmetics market for the first time with the April launch of a new skin care brand, Spawake, by the local Indian operating company Kosé Corporation IndiaPvt. Ltd. The Spawake portfolio is targeted to Indian women in the middle-income bracket and is available at urban supermarkets, mainly in Delhi, as well as online. 

Meanwhile, Cosme Decorte is preparing for a “facelift” as it enters its 45th year. Often considered Asia’s best-kept secret, this techno-innovative beauty powerhouse is setting its sights on global expansion, streamlining its name to Decorte and tapping into some of fashion and beauty’s top talents—Kate Moss and Mario Testino. A global ad campaign, the brand’s largest to date, will hit September 2015 books and kick off a multi-year contract with Moss. The illustrious model will also appear in a pre-release, behind-the-scenes video in August. The initial campaign will highlight the Moisture Liposome franchise, the best-selling prestige face serum in Japan, as well as the new Liposome Treatment Liquid.

President and CEO Kazutoshi Kobayashi stated, “During the Decorte brand’s long history, we have established a strong bond and trust with women of Asia based on our innovative and superior formulations. As Decorte starts a new chapter, we are pleased to work with the globally recognized and revered Kate Moss. It’s the perfect pairing.”
  • Skin of Color Society Connects Experts

    Skin of Color Society Connects Experts

    Melissa Meisel, Associate Editor||January 16, 2017
    Dermatologists from across the nation share information and ideas.

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • Hitting the Right Notes

    Hitting the Right Notes

    January 6, 2017
    Agilex Fragrances is the leader in the middle market fragrance category.

  • The Smell of Clean in 2017

    The Smell of Clean in 2017

    January 6, 2017
    Changing consumer lifestyles and demographics are impacting the scents found in the household cleaning category.

  • On the Edge

    On the Edge

    January 6, 2017
    Expanding beauty brands to watch in 2017

  • A New Contender?

    A New Contender?

    January 6, 2017
    Detergent sales are up, innovation continues and Henkel is determined to make it a dogfight in the segment.

  • Engagement 2016

    Engagement 2016

    January 6, 2017
    CSPA convenes in Fort Lauderdale for annual meeting.

  • Slow & Steady

    Slow & Steady

    Tom Branna, Editorial Director||December 1, 2016
    In a tumultuous environment, steady gains posted in the industrial and institutional cleaning sector are welcomed.

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.

  • New Hair Care Ingredients

    December 1, 2016
    Check out the latest releases from suppliers.

  • Hair & Now

    Hair & Now

    Melissa Meisel, Associate Editor ||December 1, 2016
    The shampoo and conditioner category is expanding with modern takes on these classic formulations.

  • Perform or Perish

    Perform or Perish

    Christine Esposito, Associate Editor||December 1, 2016
    Success in today’s skin care sector begins with active ingredients, formulated in products that address modern-day issues.

  • Aromas Revealed: Fragrance Disclosure

    Aromas Revealed: Fragrance Disclosure

    Daniel Greenberg, Agilex Fragrances||November 2, 2016
    Fragrance disclosure is a potentially dangerous issue.

  • New and Noteworthy:  Fine Fragrance Roundup  for Fall 2016

    New and Noteworthy: Fine Fragrance Roundup for Fall 2016

    Melissa Meisel, Associate Editor||November 2, 2016
    Check out the latest launches in fragrance this season.

  • Soap Opera

    Soap Opera

    Christine Esposito, Associate Editor||November 2, 2016
    FDA’s recent antibacterial ruling has soap sector stakeholders scrambling to keep some ingredients in their formulation kit.

  • New Ingredients for  Household Cleaners

    New Ingredients for Household Cleaners

    Tom Branna, Editorial Director||November 2, 2016
    Here are ingredients introduced by suppliers during the past 12 months.

  • Clean It Up

    Clean It Up

    Tom Branna, Editorial Director||November 2, 2016
    The home care industry takes a hard look at itself and the changing world it competes in.

  • A-Okay!


    Imogen Matthews, For In-Cosmetics||November 2, 2016
    K-Beauty influences cosmetic development around the world.

  • Shine On

    Shine On

    Melissa Meisel, Associate Editor||November 2, 2016
    Oral care products are rising to the task with innovative components.

  • Next Gen  Antiseptics

    Next Gen Antiseptics

    Emily Kalal and Katherine S. Maka, RITA Corporation||November 2, 2016
    RITA researchers detail the benefits of 0.75% chlorhexidine gluconate (CHG) antiseptic handwash

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • Skin Care of One’s Own

    Skin Care of One’s Own

    Christine Esposito, Associate Editor||October 3, 2016
    Nu Skin’s ageLOC Me—which melds the worlds of smart-phone technology, efficacious ingredients and personalization

  • Proof Positive

    Proof Positive

    Christine Esposito, Associate Editor||October 3, 2016
    Testing service providers enable companies to back up their claims and stay in compliance with regulations.

  • Contract Manufacturing / Private Label Directory

    Contract Manufacturing / Private Label Directory

    October 1, 2016
    Our directory is your source to find a manufacturer to get your product to market.

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • New Surfactants

    Tom Branna, Editorial Director ||September 1, 2016
    Here’s a list of new ingredients introduced by surfactant suppliers