All that hand washing we’re doing brings two concerns to mind: Can we find better soap? And what’s going to happen with all this plastic from hand wash bottles? A new launch from Japanese beauty behemoth Kao is answering both with MyKirei by Kao, which encompasses nourishing shampoo, conditioner and hand wash, just in time for Earth Day. “MyKirei by Kao is a true representation of Kao and its global commitment to ESG, which stands for environmental, societal and governance,” says Karen Frank, President, Kao USA. “This is filling a white space for us and it is setting a standard in the industry and world that sustainability is not just reducing the carbon footprint. It is about serving self with products that exceed expectations, it is about giving back to society and helping the world be more beautiful. We want to leave behind nothing but beauty. Our competitors talk about sustainability as it pertains to recycling plastic and reducing water. We too want to do this; however, we want to provide a more holistic approach that allows you to simplify without sacrifice.”   The first MyKirei by Kao collection COURTESY OF MYKIREI BY KAO   That’s why all of the MyKirei by Kao products come in their innovative new “air bottle.” The game changing bottles use up to 50% less plastic than traditional bottles. The air bottles are literally filled with air to provide its structure, allowing them to stand upright, and the design purposely allows for complete evacuation of product, so you can use up every last drop—no waste! (Most competitors leave up to 15% of product residual in the packaging.) Plus, it’s water-tight to prevent contamination. “In the US, we know the refill is a hard sell and we will be offering refills within this portfolio, but we wanted to figure out a better way to empower the consumer to cut down on waste and that’s how the air bottle was born,” Frank says. “It allows the consumer to do their part in preserving the world without sacrifice. Many brands on the market now offer recyclable packaging, but how many consumers actually go through the trouble to recycle it? Not many—91% of plastic is not being recycled and 80% of what is sitting in landfills should have been recycled, but it wasn’t. Our bottles do the work for you so you can feel confident that you are respecting the world as soon as you bring them into your home.”   Aptly named, the literal translation of “Kirei” from Japanese to English is “beauty.” “The Japanese have great respect for the beauty of the world in its natural state, the beauty of respecting one another, and the beauty of caring for society and the world,” Frank says. “MyKirei by Kao allows you to incorporate this lifestyle into your every day through these products.” The line embodies a Japanese philosophy of sustainability and simplicity. “If you’ve ever travelled to Japan, you have already experienced the meaning of Kirei without even knowing that’s what it was called,” explains Frank. “If you’ve noticed how remarkably clean Tokyo is or have experienced white glove cab service or extreme hospitality and caring, that is truly Kirei. The way the Japanese showcase that caring for ourselves, our society and the world around us makes it more beautiful is exactly what the line embodies. And that is Kirei.”   MyKirei by Kao shampoo and conditioner COURTESY OF MYKIREI BY KAO   The collection is vegan, plant-based and cruelty-free and intentionally launching with just three products—shampoo, conditioner and hand wash—to keep it streamlined and cut down on clutter. “These three items are everyday essentials that can be used by everyone in the family,” Frank says. “Hand wash is of the utmost importance in Kirei and something that should be at every sink. Kao believes that good hand washing is the key to keeping society healthy, hence why Kao invests so much in education at the grammar school level in educating Japanese children on the importance of hand wash. We are seeing this now with the coronavirus.” All three products feature universal formulas so that they can be used by the entire family. “They’re for everyone so you can pare down on clutter and waste, keep your shower neat and simple, and add the beauty of simplicity to your home,” Frank says. “In Japan, the term Kirei is often described as creating beauty by pairing things back or by subtracting. By taking unnecessary things away, you can enjoy what really works. It’s similar to Marie Kondo’s movement with Kon Mari but it pertains to products.” They all spotlight authentic Japanese ingredients like tsubaki, rice water and yuzu, which have been used for centuries in Japan to promote wellness, health and beauty, giving the products deeper meaning.   MyKirei by Kao partnered with TerraCycle, which is the only way the products can be recycled. Customers can send their empties to TerraCycle free of charge and Kao is incentivizing consumers to do so by offering a donation in their name to a charity of their choice for every bottle recycled. TerraCycle is able to repurpose 100% of the packaging and upcycle the materials so there is no waste. In Japan they have a similar program where they collect all the empty packages and upcycle them into oversized building blocks that are then donated to schools and children's hospitals.   MyKirei by Kao hand soap COURTESY OF MYKIREI BY KAO   It’s all part of Kao’s recent sustainability pledge, which they’ve taken a holistic approach to. “If we all used safer products that work effectively, helped society with innovations that span all the way to children and the elderly, and reduced our footprint in the world, the world would be more beautiful and a better place to live,” Frank says. “Based on the concerning climate changes and the fact that consumers are not recycling, we had to go to the heart of the problem, which is reducing plastic. But we don’t stop there—we put a lot of thought into the societal values of making sure the packages are legible in the shower if you are visually impaired with Braille on the pumps. You will see many more environmental and societal innovations coming from Kao because those are the acts of caring that drives their innovations and technology.”   MyKirei by Kao marks the first time the company is launching a new brand in the US. Every brand in the US portfolio has either been acquired—Jergens, John Frieda Hair Care, Oribe and Goldwell, to name a few—or brought to the US from Japan, like Biore. This is just the first installment for the brand, which is launching exclusively on Amazon. “MyKirei by Kao is of the utmost importance for the company because it is the first brand where the Kao brand mark will be moved to the front of the package,” Frank says. “The next launch will be this summer and will be all about conserving water and instilling the culture of cleanliness into the next generation. Every launch will have a new way to help you live more Kirei, while telling a different story each time. Our launch next month is just the start. We plan to extend into other lifestyle categories that can make your life more Kirei.”