Kao’s Curél, a skincare brand known for its sensitive skin products, has entered the children’s skincare market in China with a new range. This series includes a moisturizing cream for children aged 3-12 and a body wash and lotion suitable for newborns. The products feature ceramides to strengthen the skin barrier and are marketed as being specially developed for Chinese children, with input from over 300 parents in the product’s development. Priced in the mid-to-high end range, Curél’s new line aims to capture a niche in China’s growing yet competitive children’s skincare market. This move aligns with Kao’s strategy to boost performance by focusing on premium segments amid declining profits in its core cosmetics division.