Kao’s Bioré fast-tracks international growth with unified campaign push

Japanese beauty giant Kao Corporation is accelerating the global growth of its skincare brand Bioré, marking its entry into South Korea alongside the rollout of a unified global campaign featuring K-pop group Stray Kids.

The move underscores Bioré’s ambitions to strengthen its international footprint, with the brand already present in 66 countries and regions across Asia, the Americas and Europe. Its expansion into South Korea, widely regarded as a trendsetting hub for global beauty, signals a strategic push into one of the most influential skincare markets worldwide.

South Korea’s suncare segment, in particular, remains one of the largest and fastest-growing globally. By entering the market, Bioré aims to reinforce confidence in its proprietary UV technology while elevating its brand credibility on the global stage. The company added that success in Korea is expected to serve as a springboard for further expansion across Asia and beyond.

Don't miss: Dove seeks an underarm ambassador ahead of US Open 2025

Coinciding with the launch, Bioré is rolling out a globally unified campaign centred on its Bioré UV line, with Stray Kids returning as the face of the brand for the second consecutive year. The campaign will span more than 15 markets, leveraging the group’s international fanbase across Asia, Europe and the Americas.

Anchored by the message “SUNLIGHT IS YOUR SPOTLIGHT.”, the campaign seeks to reframe perceptions around sun exposure. Amid rising global temperatures and increasing awareness of UV risks, Bioré is positioning sunlight not as something to avoid, but as a source of confidence and self-expression.

As a part of the campaign, Bioré rolled out a campaign film across its international markets, with an anthem song performed by Stray Kids. The song features lyrics such as "the sun is wrapping around me" and "you were born to shine, the sunlight is your spotlight", as the members walk about Korea in the sun, protected by Bioré UV.

The campaign will kick off with the “YOUR ONE AND ONLY. Bioré Global Brand Event” in Seoul’s Seongsu district, bringing together influencers from key markets. From there, it will roll out across multiple touchpoints, including an anthem film, out-of-home placements, social media activations, and pop-up experiences in selected markets.

Bioré said the campaign adopts a hybrid approach, combining globally consistent creative assets with localised executions tailored to individual markets. Influencer partnerships will also play a key role in driving culturally relevant engagement.

Emi Kobayashi, president of skincare business at Kao Corporation, said the integration of global marketing and cultural influence is central to the brand’s next phase of growth.

“By bringing together Bioré UV, backed by our proprietary sunscreen technology, and Stray Kids, a group that continues to evolve on the global stage, we aim to establish Bioré’s position as a global leader,” she said.

She added that the South Korean market entry marks a pivotal step in Kao’s broader strategy to expand its presence across Asia, while continuing to build a brand that resonates with consumers worldwide.


Related articles: 
The Ordinary exposes skincare myths in ‘The Periodic Fable’ 
KAO Group and Human Communication elevate UV protection to a skincare experience
Gong Cha Malaysia brews brand love with Stray Kids' Felix and plushies