Holistic Beauty

The first decade of the 21st century saw a repositioning of attention from affluence to sustainability with consumers paying increased attention to environmental issues and spiritual richness. Kanebo shifted to holistic concepts of beauty during this period, introducing values and new ingredients along with formulas compatible with the times. Concentrating on enrichment through beauty, the company emphasized counseling and research to offer customers beauty care with affective and sensory features.

“Omotenashi” — Japanese Hospitality

For its premium SENSAI brand in Europe and the Middle East, Kanebo introduces counseling based on “omotenashi,” the traditional Japanese philosophy of service and hospitality.


In traditional Japanese arts such as tea ceremony, every movement and gesture is carefully choreographed to achieve economy of motion and to show respect to the guest. Incorporating “omotenashi” concepts, the beauty counselor pays close attention to detail, anticipates the needs of the customer, and sets a comfortable, relaxed mood.

Joining the Kao Group

The Kao Corporation, a leading manufacturer for personal care and cosmetics, acquired Kanebo Cosmetics, Inc.


This high-quality skincare and base makeup brand represents an anti-aging breakthrough that is a crystallization of Kanebo cosmetic research and knowledge accumulated over 70 years.

Beauty Analyzer AD 21

This highly functional skin-analysis device developed by Kanebo measures the condition of the dermis and epidermis, allowing beauty counselors to recommend products specifically tailored to individual skin conditions.

“Kansei” Engineering

A product development approach that takes into account customers’ affective (or emotional) response leads to development of cosmetics with attractive sensory qualities of texture and aroma, ergonomic containers, and aesthetically pleasing and functional packaging.


In the Victoria-Jungfrau Grand Hotel in Switzerland, Kanebo unveils a luxurious spa: a soothing beauty experience, with the treatment benefits of Koishimaru Silk and Japanese hot springs.

Kanebo Total Beauty Academy

The company opens a dedicated school for estheticians, recognized by the Japanese Association of Estheticians.

Total Beauty Counseling

Comprehensive counseling system encompassing skincare, makeup and hair care


With the addition of professional hair care counseling to its skincare and makeup advice at sales counters in Japan, Kanebo offers its customers comprehensive beauty advice and consolidates its industry lead in beauty counseling. This is followed with the establishment in 2016 of an in-house “Counseling Contest,” emphasizing compassion and understanding to customers.


Celebrating 80 years of cosmetics, the company launches its eponymous new brand symbolizing Kanebo’s core qualities.

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