Kao USA, Inc is bringing a radically new level of care to the personal care category-and redefining corporate responsibility-with the launch of MyKirei by Kao, a comprehensive collection of products founded on the credence that caring for ourselves, our society and the world around us makes life more beautiful.

In Japan, this belief is a way of life. Simplicity is beauty, cleanliness is honored, order and harmony bring delight and respecting others and the world around you is innate.

MyKirei is born from Kao's 130-year commitment to these practices and their guiding principles of respecting their consumer, enriching lives globally and contributing to the sustainability of the world. Today, MyKirei 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.' With global challenges-like climate change, aging societies, resource scarcity, and plastic waste in the ocean in mind-MyKirei's innovations include vegan-friendly, plant-based formulas that are 95% biodegradable and packaged in innovative, eco-friendly delivery systems. But the biggest leap forward is the ground-breaking bottle being unveiled in the first product collection from the brand.

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