Kao Expands Halal Personal Care Range in Indonesia

THE WHAT?  Kao has launched a halal-certified deodorant in Indonesia and plans to begin producing halal sunscreen locally by 2026, in response to regulatory requirements and growing demand for certified personal care products.

THE DETAILS The company introduced Biore Breeze Deodorant this week, developed at its Indonesian R&D center, which opened in 2023. The product targets local consumers in Indonesia, where many Muslim women wear the hijab and use deodorant in the country’s hot, humid climate. The deodorant comes in gel and spray formats.

Indonesia’s government will require halal certification for household products, including cosmetics and personal care, by October 2026. Kao has already obtained certification for many products and says most of its local portfolio will be compliant by the deadline. The company will expand production capacity at an existing facility to manufacture halal-certified sunscreen.

Indonesia is now Kao’s largest overseas market for household goods, surpassing China. The Indonesian beauty and personal care sector was worth around US$9 billion in 2024, according to Euromonitor, and is projected to reach US$13 billion by 2029.

THE WHY? Kao is adjusting its product development and manufacturing in Indonesia to meet regulatory and consumer expectations for halal certification. The shift comes as the company reduces its exposure to the Chinese market, where cosmetics and diaper sales have declined, and aims to expand its presence across Asia.

Source: Nikki Asia

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