Japanese-inspired personal care range boasts reduced plastic and waste prevention

Personal care brand Kao USA claims to be “redefining corporate responsibility” with the launch of a shampoo, conditioner and hand wash range coined MyKirei featuring “game-changing” packaging. MyKirei’s pump bottles use up to 50 percent less plastic and boast enhanced dispensing efficiency that leaves no drops behind. Moreover, in the spirit of a zero waste and circular economy, Kao has partnered with TerraCycle to create a program that allows consumers to recycle the packaging post-use.

MyKirei is a comprehensive collection of products founded on the credence that “caring for ourselves, society and the world around us makes life more beautiful,” the company says. 

The line’s products include vegan-friendly, plant-based formulas that are 95 percent biodegradable and packaged in innovative, eco-friendly delivery systems. But the biggest “leap forward,” Kao USA says, is the ground-breaking bottle being unveiled in the first product collection from the brand.

These bottles gain their rigidity through an air fill, allowing them to stand upright, like a traditional bottle. The water tight design that prevents contamination also allows consumers to use nearly every last drop that they have paid for. “Competitors’ bottles leave up to three times more product in more traditional packaging,” the company claims.

Eco-packaging in personal care
In light of the growing global concern for the natural environment, environmental sustainability is an overarching theme with high penetration in the packaging industry. Beyond food and beverages, and the hurdles in sustainability to be overcome there, the personal care sector is also making an effort toward more eco-friendly packaging.

The bottles gain their rigidity through an air fill, allowing them to stand upright, like a traditional bottle.Recently, Urth Organic’s launched new packaging boasting a greener profile, as the line now includes wooden caps and tops. The green colored containers with the wooden additions reflect the purity of ingredients within the formulations, according to the company. With the new packaging, Urth says it seeks to compliment the level of purity it wants to provide to its customers, while its white pumps indicate a level of clean beauty and luxury.

Hair care brand Schwarzkopf partnered with TerraCycle to make the former’s retail hair care, color and styling products recyclable in the US. Consumers can now collect and mail in the empty product packaging from participating Schwarzkopf hair care products. Schwarzkopf’s products that are viable for the recycling program include the brands göt2b styling & color, Color Ultime, Keratin Color and the newly launched Simply Color.

Lastly, US-brand SOPO released a new personal care dispenser, that can help declutter bathroom countertops while using 70 percent less plastic in its packaging. 

Rooted in Japanese philosophy
In Japan, Kirei is a belief and a way of life. “Simplicity is beauty, cleanliness is honored, order and harmony bring delight and respect for others and the world around you is innate,” Kao explains.

The water tight design that prevents contamination also allows consumers to use nearly every last drop.MyKirei is born from Kao’s 130-year commitment to these practices and their guiding principles of respecting their consumer and planet. Today, MyKirei sets in motion Kao’s “Kirei Lifestyle Plan,” which pledges to lead global change and better serve the environment.

“In Japan, Kirei has many meanings. It can describe beauty and cleanliness, as well as simplicity, balance and sustainability,” explains Karen Frank, President Kao USA. “The Kirei sensibility has always been unique to and treasured by the Japanese people. With MyKirei, we are bringing this wisdom to the Western consumer with innovation for a gentler, more sustainable way of living.”

Benefits for skin and hair
The first phase of MyKirei products features a nourishing shampoo, conditioner and hand wash. Each complete formula delivers desired benefits across all hair types and skin types and features balanced blends of traditional, authentic Japanese ingredients, like yuzu fruit, rice water and japanese tsubaki flower that are suitable for the whole family. Each of these ingredients has been trusted for centuries in Japanese folklore for their multiple benefits, the company supports.

“Carefully curated fragrances, ranging from the calming, soothing rock garden scent, to the fresh, energizing citrus yuzu fruit blooms, signal the beauty and tranquility of Japan,” Kao illustrates.

“Japan is recognized and respected for resourcefulness, minimalism, reverence and harmony with nature. MyKirei represents all of these qualities, meeting that desire for simplicity, without sacrificing care for the future of your family or the planet,” Frank notes.

Kao has plans to expand the MyKirei line later in 2020 and beyond with new formulas and packaging that will help consumers live more within the Kirei philosophy.

Edited by Kristiana Lalou