Japanese company KOSÉ Holdings Corporation is celebrating its 80th anniversary this year and pushing ahead with its growth strategy aimed at leading the industry well into the future.
Key to this strategy is the expansion of the company’s international business and becoming a global company. And a cornerstone of this expansion is the continued development of its travel retail business, through striking campaigns, pop-ups, activations and innovative new launches in the channel.
“On the occasion of the 80th anniversary of our parent company, KOSÉ Holdings Corporation, I would like to express my sincere and heartfelt gratitude to our partners for their generous and continued support. This significant milestone marks more than just a celebration of our rich heritage; it serves as a moment for KOSÉ TRAVEL RETAIL to reaffirm our commitment to evolving into an organization that will lead the industry into the next 100 years,” comments KOSÉ TRAVEL RETAIL President & CEO Hiroto KITAKI.
Three key milestones
In its fiscal year 2025, KOSÉ TRAVEL RETAIL achieved three major milestones symbolizing its growth strategy: the evolution of global campaigns, the development of the ‘SEKKISEI SAVE THE BLUE’ Project and the simultaneous launch of its DECORTÉ brand at three major North American airports.
Global campaigns
KOSÉ TRAVEL RETAIL made much progress with the evolution of its global campaigns centered on the DECORTÉ brand’s hero product LIPOSOME.
The company launched multi-faceted campaigns for the brand across duty-free shops, in-flight sales, and hotel amenities, linking its infrastructure with local operations worldwide. This allowed the brand to deliver its core philosophy directly across languages and cultures, giving the company strong confidence in its ability to cultivate future loyal customers.
SEKKISEI SAVE THE BLUE Project reaches new heights
KOSÉ TRAVEL RETAIL elevated the SEKKISEI SAVE THE BLUE Project, its iconic environmental conservation activity into a unique Travel Retail initiative in Hainan, China, and Okinawa, Japan.
The cross-divisional project in Okinawa, spanning Travel Retail, Amenities, and local sales offices, underlined the importance of such initiatives and how they are now a signature KOSÉ TRAVEL RETAIL marketing method.
Major expansion in North America
In September 2025, KOSÉ TRAVEL RETAIL embarked on the simultaneous launch of the DECORTÉ brand at three major North American airports.
The company hosted large-scale DECORTÉ pop-ups at LAX, SFO, and JFK. The high level of interest—not only from Japanese travelers, but also from customers across the West, Middle East, and Asia—serves as a vital “prologue” to the company’s full-scale expansion in the North American duty-free market.
Newness and the ‘3Es’
Against the backdrop of a thriving global tourism industry, KOSÉ TRAVEL RETAIL is further strengthening its DECORTÉ brand centered on the Asian market, while simultaneously pursuing a full-scale entry into Western duty-free markets and establishing a strong presence for its amenity business in Japan.
The company is currently in ‘Phase II (2024–2027)’ of its roadmap to become a global company. For fiscal year 2026, KOSÉ TRAVEL RETAIL’s keywords are ‘Newness’ and the ‘3Es’:
1. Exclusive: Providing unique value found only in Travel Retail and Amenities
2. Experience: Creating unforgettable customer experiences through bespoke services and events
3. Environment: Advancing sustainable business activities and addressing sustainable development goals
“Our vision is to make every encounter during travel the starting point of lifelong beauty― delivering the finest experiences to the world as a globally radiant Lifelong Beauty Partner,” says KITAKI.
He adds: “In the uplifting and special moments of travel, we connect with our customers through their skin and touch their hearts. In an increasingly digital world, we believe the emotional resonance born from face-to-face, direct human connection provides essential value that AI can never replace.”
One Travel Retail, One Amenity, One KOSÉ TRAVEL RETAIL
To achieve its ambitious goals for 2030, KOSÉ TRAVEL RETAIL underlines that meaningful co-creative dialogue with industry leaders is essential.
“By working toward a shared goal with our diverse stakeholders and transforming differences in perspective into the “spice” that refines our value, I look forward to forging new paths together. To remain the one-and-only partner for travelers worldwide for the next 100 years, we hope to reach even greater heights alongside you all,” KITAKI comments.