SPONSORED CONTENT: Japanese beauty company KOSÉ is celebrating its 80th anniversary on 2 March, 2026, with a strategy to draw on its storied legacy to power forward with its vision to win over travelling consumers as followers for life.

“As we celebrate the 80th anniversary of KOSÉ Holdings Corporation, we at KOSÉ Travel Retail are determined to honour and build upon our rich heritage while evolving into an organisation that will lead the industry into the next 100 years,” said Hiroto Kitaki, President & CEO, Kosé Travel Retail.

“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’.

“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.”

Kosé has been active in GTR for five years, having established the travel retail division in 2020.

During that time, the company has strategically expanded the presence of its core brands, Decorté and Sekkisei, in the channel, in key markets in Asia and beyond.

Decorté launches first-ever simultaneous pop-ups across three North American locations in partnership with DFS at the DFS JFK Store (John F. Kennedy International Airport, Terminal 4); DFS SFO Store (San Francisco International Airport, Gate A and Gate G); and DFS Los Angeles International Airport (Los Angeles Tom Bradley International Terminal (Terminal B).

Drawing on the timeless appeal of J-Beauty (Japanese beauty) makes KOSÉ stand out from the crowd with the science- and technology-fuelled skincare formulations of Decorté, backed by more than 50 years of research and development, and the prestige ‘high-value-added cosmetics’ of Sekkisei.

Both of these core brands are unisex, giving rise to a broad appeal.

Left: Hiroto Kitaki, President & CEO, Kosé Travel Retail. Right: The Kosé stand at the 2025 TFWA World Exhibition in Singapore.

“In fiscal year 2026, we will place a strong emphasis on ‘newness’, bringing the concept of 3E –Exclusive, Experience, and Environment – to life as we aim to surpass yesterday’s successes.

“Against the backdrop of a thriving global tourism industry, we will accelerate our full-scale expansion into Europe and North America, while further strengthening our domestic amenity business,” said Kitaki.

“To achieve our ambitious goals for 2030, meaningful co-creative dialogue with industry leaders is essential. Guided by the spirit of “One Travel Retail, One Amenity, and One KTR, as One KOSÉ’, we look forward to forging new paths together.”

To find out more about KOSÉ Travel Retail, please visit www.kosetravelretail.co.jp/ja/