Introduction: In this opinion piece, KOSÉ Travel Retail President and CEO Hiroto Kitaki outlines the company’s strategic priorities following a strong showing at the TFWA Asia Pacific Exhibition in Singapore. The exhibition marked the beauty powerhouse’s first major event of the year and spotlighted its dual focus on ‘Branding and Expansion’, underpinned by the group’s wider ‘Vision for Lifelong Beauty Partner – Milestone 2030’ roadmap.
Kitaki highlights the importance of travel retail as both a sales channel and a brand engagement platform, as KOSÉ aims to secure more than 50% of group sales from international markets by 2030. He introduces the Japanese company’s evolving growth strategy and curated portfolio led by prestige brands DECORTÉ and SEKKISEI, while also unveiling high-potential newcomers such as PANPURI and SEKKISEI BLUE.
Finally, as KOSÉ prepares to celebrate its 80th anniversary in 2026, Kitaki positions the travel retail division as a vital growth engine and brand-building force in the group’s next chapter.
Branding and expansion
I am pleased to share that we successfully concluded TFWA Singapore – our first and most significant event of the year – under the theme that I set forth as President of KOSÉ Travel Retail: ‘Branding and Expansion’.
At this year’s show we took the opportunity to present KOSÉ Group’s new strategic direction, along with KOSÉ Travel Retail’s growth strategy, to all attendees. Our booth showcased not only our hero high-prestige brands such as DECORTÉ and SEKKISEI, but also introduced brands such as PANPURI, reflecting the potential of our group’s travel retail expansion. I firmly believe that our presence at the event demonstrated the depth of our commitment and the growth opportunities we see in travel retail.
Today, the number of global travellers has reached an all-time high and I believe the outlook for the travel retail market remains exceptionally bright. Travellers are increasingly seeking unique, exclusive experiences in duty-free stores. I see travel retail not only as a space for shopping, but as a valuable and meaningful point of connection between brands and customers.
We had many positive and highly constructive discussions with those who visited our TFWA booth, paving the way for future opportunities. While our business has traditionally been centred in Asia, this year’s exhibition gave us clear visibility into possible expansion in new markets, and we were able to conclude the event on a very promising note
Vision for Lifelong Beauty Partner – Milestone 2030
KOSÉ Group established its new medium- to long-term vision, ‘Vision for Lifelong Beauty Partner – Milestone 2030’, last December.
With 2030 positioned as a pivotal milestone, we are pursuing sustainable revenue growth by enhancing our distinguished portfolio of high-prestige brands. A key objective within this vision is to raise the share of international sales – including travel retail – to more than 50%.
While our core business focuses on airport duty-free shops, downtown duty-free stores and in-flight sales, what sets us apart in our business structure is our development of both travel retail and hotel amenities.
In Japanese hotels, we introduce globally recognised brands such as DECORTÉ and SEKKISEI through amenities, offering travellers special moments of discovery and interaction with our products. These hotel amenities represent a valuable touchpoint – not only for us, but also as a meaningful connection between our brands and customers around the world.
We regard travel retail as a dynamic and influential platform for connecting with consumers on a global scale. The direct experiences available through this channel offer the chance to convert travellers into future brand advocates. Furthermore, by partnering with group brands such as PANPURI, we create synergies within our strategy, steadily advancing toward global expansion.
Capitalising on hero brands and lines: DECORTÉ Liposome
Since its renewal in 2021, Liposome has steadily expanded its customer base, attracting both new and loyal users. It continues to play a pivotal role in the DECORTÉ business, positioning itself as a hero product that embodies cutting-edge science and innovation.
Among the line-up, the travel retail-exclusive 100ml and duo set have gained remarkable popularity. While the serum remains at the heart of the Liposome series, the range has successfully extended to include creams, eye serums and lip treatments – demonstrating a well-executed and cohesive product expansion strategy.
This year we are placing a strong emphasis on offline engagement, with global promotional initiatives set to launch from this summer onward. Japan, China and North America have been identified as key markets, where we plan to deliver rich, immersive customer experiences.
Introducing SEKKISEI BLUE
Another key highlight at this year’s TFWA was the introduction of our new brand, SEKKISEI BLUE. Launched to elevate the prestige positioning of the SEKKISEI line originally introduced in 1985, SEKKISEI BLUE accelerates the brand’s global expansion as a Japan-born natural and clean beauty label.
Infused with a luxurious blend of Eastern herbs, SEKKISEI BLUE is rooted in Eastern beauty philosophy, focusing on the holistic circulation of vitality. At the heart of the collection is the Essence Liquid – a skincare lotion enriched with five Eastern herbal ingredients, including Ginseng extract. The range also features a complete regimen, including cleanser, face wash, wipe-off lotion, cream and oil serum. Formulated with a luxurious concentration of Eastern herbal ingredients, the series helps bring out the skin’s natural resilience and radiance, leading to a healthy and translucent complexion.
The hero Instant Deep Hydration Essence is a unique two-layer formula combining a lotion that provides high-quality moisture and an emulsion that smooths and conditions the skin. Upon blending, the two phases harmonise to moisturise the skin for a bright and clear impression.
The packaging is inspired by Japanese tiles, steeped in tradition and beauty. The design reinterprets the long-established Japanese landscape of overlapping roof tiles in a modern and stylish way. The bottle cap incorporates the rice husks of adlay, a sustainable by-product obtained during the extraction process of the essence used in SEKKISEI products, such as SEKKISEI Brightening Essence Lotion. We reuse the rice husks – normally discarded after extraction – to promote circulation within the brand.
The product debuted in the channel this March and is currently available at duty-free stores in Japan, with plans to expand to global travel retail channels in the near future.
Looking ahead
Next year will also be a significant chapter as KOSÉ celebrates its 80th anniversary. Within this broader strategic framework, KOSÉ Travel Retail serves as a critical catalyst, accelerating our global reach while consistently contributing to the group’s stable, long-term profitability.
I see KOSÉ Travel Retail as a powerful engine driving the globalisation of the KOSÉ Group. My aspiration is for it to play a key role in advancing our group-wide strategy and taking our brand to new heights on the global stage. ✈
