Kao Corporation is making a bold move into Indonesia’s luxury skincare market with the launch of SENSAI, its high-end Japanese beauty brand. The first counter opened on February 21, 2025, at SOGO Plaza Senayan in Jakarta, a retail destination known for catering to affluent shoppers.
SENSAI isn’t just another skincare brand entering a competitive market—it’s bringing an entire philosophy with it. The brand’s approach, Saho, emphasizes a meticulous three-step ritual: double cleansing, double moisturizing, and dedicated UV protection. For Indonesian consumers who already embrace multi-step skincare routines, this method isn’t a hard sell. “Indonesia has a strong affinity for Japanese skincare culture,” says Yoshiko Sakurai, SENSAI’s brand manager. “This aligns perfectly with our skincare ritual, Saho.”
Plaza Senayan, a high-end shopping district in Jakarta, was a strategic choice. SENSAI isn’t just selling products—it’s curating an experience. Personalized consultations at the counter allow customers to explore the brand’s full range and discover a routine tailored to their skin’s needs.
For decades, SENSAI has built a devoted following in Europe, but its push into Asia began only in 2019. Its debut in Japan was the first step. Now, Indonesia represents another key milestone in its regional expansion. Given the country’s growing appetite for premium skincare, this move could serve as a launchpad for broader growth in Southeast Asia.
For beauty industry professionals, SENSAI’s strategy is worth watching. It’s not just about entering a new market—it’s about seamlessly integrating global brand identity with local beauty traditions. If this playbook works in Indonesia, expect to see SENSAI making waves across the region.
