Japanese consumer goods giant Kao is making strategic moves in Indonesia’s booming halal personal care market with new product launches and local production plans. The company recently debuted its Biore Breeze Deodorant, developed specifically for Indonesian consumers at its Jakarta research facility, marking its latest effort to cater to the country’s Muslim-majority population.
The newly launched deodorant comes in both gel and spray forms, designed to meet the needs of hijab-wearing women in Indonesia’s tropical climate. This rollout aligns with upcoming government regulations requiring halal certification for cosmetics and household products by October 2026. Kao has already secured certification for numerous items and expects most of its local offerings to comply well before the deadline.
Indonesia has emerged as Kao’s top overseas market for household goods, overtaking China where sales have weakened. The company plans to further strengthen its position by establishing local halal sunscreen production by 2026, expanding capacity at existing facilities. Industry analysts value Indonesia’s beauty and personal care sector at $9 billion this year, with projections showing growth to $13 billion within five years.
This strategic pivot reflects Kao’s broader Asian expansion plans while reducing reliance on the Chinese market. By adapting to Indonesia’s regulatory landscape and consumer preferences, the company positions itself to capitalize on one of Southeast Asia’s most promising consumer markets.