2023.12.19

Kao Men's Cosmetics 'UNLICS' Aiming for a Society Where Everyone Can Enjoy Beauty

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"It feels good when my skin is in good condition," "Putting on makeup lifts my spirits" – these feelings should not be influenced by age or gender.

With the idea that everyone should be able to pursue beauty as they wish, Kao Corporation has introduced the men's cosmetic brand 'UNLICS (UNLICS)'.

This time, we interviewed Atsuki Iwata, who is in charge of UNLICS PR at the company. We asked him about the background to the creation of UNLICS, the philosophy behind the brand, and the characteristics of the products.

PROFILE

Atsuki Iwata

Kao Corporation
Cosmetics Business Division
Regional Brand Business Group
UNLICS PR

A Society Where Everyone Can Enjoy Beauty, Beyond Age and Gender

Please tell us about the background to the launch of the men's cosmetics brand 'UNLICS'.

The trigger was a simple question from one of our new male employees, "Why can't men confidently make up?" The question arose when he felt watched through the mirror as he was fixing his makeup in the restroom during lunch break.

As it stands, cosmetics sections are mostly frequented by women, making men feel out of place. Also, the amount of beauty information for men is still very limited. I myself have been wearing makeup since my senior year in college, and from the very beginning, I felt these were barriers to men putting on makeup.