The biggest leap forward is what Kao says is a ground-breaking bottle being unveiled in the first product collection from the brand; the package uses up to 50% less plastic, addressing the global reliance on plastic where it begins.
According to Kao, the bottles gain their rigidity through an air fill, allowing them to stand upright, like a traditional bottle. A water tight design that prevents contamination also allows consumers to use nearly every last drop. In addition, Kao has partnered with TerraCycle to create a program to allow consumers to recycle the package and the pumps post-use.
The first phase of MyKirei products features a Nourishing Shampoo, Conditioner and Hand Wash The products are $18 each and available exclusively at amazon.com beginning April 22.
The launch sets in motion Kao's Kirei Lifestyle Plan which pledges to lead global change and better serve the environment.
"In Japan, Kirei has many meanings. It can describe beauty and cleanliness, as well as simplicity, balance and sustainability," explains Karen Frank, president Kao USA. "The Kirei sensibility has always been unique to and treasured by the Japanese people. With MyKirei, we are bringing this wisdom to the Western consumer with innovation for a gentler, more sustainable way of living."
Each formula delivers desired benefits across all hair types and skin types and features balanced blends of traditional, authentic Japanese ingredients, like yuzu fruit, rice water and Japanese tsubaki flower.
Kao has plans to expand the MyKirei line later in 2020 and beyond.