KOSÉ

KOSÉ Holdings Corporation

Continuing to Refine Quality

Since its foundation, the KOSÉ Group has thoroughly upheld quality control, from procurement of raw materials to production, to make the best quality cosmetic products. In the KOSÉ Quality Policy established in 2010, a sentence “Customer satisfaction is our priority” was placed at the core of all operations, allowing us to continuously pursue quality in a wider and deeper sense.

Quality Assurance Initiatives for New Product Development with Priority on Safety and Reliability

The cosmetic products that come into direct contact with the hair and skin are used in many ways depending on the environment and the individual customer’s preferences.To ensure that customers can use our products in any situation without worry, safety is kept at the highest priority in the development of new products. Toward this purpose, we refer to all sorts of quality standards in addition to our own safety standards. In every step of production from the raw materials stage to packaging, our Quality Assurance and Product Development departments repeatedly conduct assessment and validation of products. Additionally, we enforce a rigorous test on final products that anticipates the customer’s usage situation, ensuring their safety for use before sending them out into the market.

Quality assurance in the development process of new products sold by KOSÉ

Our Policy on Assuring Safety of Cosmetics

The quality demanded in cosmetic products often changes due to customer needs, advancements in science and technology, market factors, social environment, and so forth. The KOSÉ Group, in an attempt to anticipate such changes and realize this product quality, participates proactively in cosmetics-related industry associations (such as the Japan Cosmetic Industry Association) and the ISO (International Organization for Standardization) Technical Committee for cosmetics, as well as in health labor science research into developing new testing procedures for safety assessment.

Furthermore, the KOSÉ Group understands that the abolition of animal testing is a necessity in global society and, hoping for its swift implementation on a worldwide scale, has been deeply involved in the development of alternatives to animal testing since the 1990s. Along with continuous support of the Japanese Society for Alternatives to Animal Experiments, KOSÉ endeavors by participation in the cooperative efforts among industry, academe, and government, to spread and develop these alternative methods.

For more information on safety assurance (R&D)

Production System for High-Quality Cosmetics

The KOSÉ Group's production department strives to deliver the best quality, upholding the founder’s belief that “for the one product that is taken into the customer’s hands, earn trust by providing the highest quality.”
In the 1970s, we were quick to introduce quality control (QC) at our production sites, and in 1980 we became the first company in the cosmetics industry to receive the Deming Prize, one of the world’s most renowned prizes for total quality management. In 2020, all our production departments acquired ISO 9001 certification, the international standard for quality management systems. To further globalize our quality assurance system, in 2001 we also obtained ISO 22716 certification, the global standard for good manufacturing practices (GMP) in cosmetics, for all the KOSÉ Group’s factories. Having both these international standards allows us to maintain superior levels of manufacturing and quality control.

KOSÉ Group List of Production Department ISO Certifications

07.2023

ISO 9001: International standard for quality management systems with the purpose of improving the quality of “products and services” provided by companies and organizations.

ISO 22716: International standard for quality and safety in cosmetics manufacturing.

ISO 14001: International standard for environmental management systems designed to improve a company’s environmental performance while protecting the environment.

Organizational Structure to Swiftly and Earnestly Respond to Customer Feedback

KOSÉ has established a tight-knit cooperative network related to quality assurance by installing a Customer Service Center in our Quality Assurance Department and strives to provide rapid and sincere support to our customers
Customer requests and reports are filed as valuable information into the MIRAI Kizuna System*. These assets are shared speedily within the Company to improve quality and service, by which we aim to gain further customer satisfaction and trust.
Furthermore, we at KOSÉ believe that our relationship with customers begins from the moment we manufacture our products. For this reason, cosmetic products of the same type manufactured in the same period are stored together and constantly checked for product safety, while steps are continually taken to guarantee their quality.

*Customer feedback in this system is used to improve KOSÉ products and create a better future.

KOSÉ – Organizational Structure for Quality Assurance

Response to Unforeseen Incidents

In the event that an accident or unexpected trouble causes quality issues and results in any product liability incident, information regarding the incident is automatically gathered from all departments and reported to the Quality Assurance Department. The Quality Assurance Department then defines the severity of the incident in terms of product liability, hazards to health, and potential expansion of the damage. Serious quality issues are immediately reported to the Emergency Counterplan Committee, and appropriate measures shall be taken on a corporate-wide level, beginning from top management, in response to the incident.

Quality Assurance Education and Training

In FY2025, quality assurance seminars were held for a wide range of employees, from new employees to executives, to educate them on the importance of ensuring quality and safety.

In the seminar for new employees, in addition to the basic knowledge of pharmaceutical affairs that a member of KOSÉ should acquire, we gave a lecture on how to be prepared to ensure quality and safety and provide " safe and secure products " to society, and the importance of listening sincerely to customer feedback.

Meanwhile, for other employees and executives, we conducted seminars focused primarily on fostering a fundamental understanding of the Pharmaceutical Affairs Law necessary for performing daily duties and reinforcing awareness of ensuring product quality and safety.
We will continue to improve quality literacy through ongoing education for many employees, ensuring we deliver products of assured quality to each and every customer.

Getting Closer to Customers – Customer Service Center –

Customer Service Center

Since the establishment in 1946, our mission at KOSÉ has been to deliver quality cosmetics and services to our customers. In April 2018, we announced a consumer-oriented voluntary declaration, aiming for each employee to operate with a thorough customer-centric perspective, and adopted "Getting closer to customers" as our company slogan.

The KOSÉ Customer Service Center aspires to be "Your Lifelong Beauty Partner", enriching each and every customer’s life through beauty, and aims to contribute to business operations from the customer's perspective. We strive to respond , sincerely to customer inquiries, opinions, and suggestions based on the principles of "attentive listening," "empathy," "promptness," and "trust." We also continuously improve our responsiveness through training programs and customer satisfaction surveys. As a company creating beauty, we will continue to meet the customers’ desire to stay beautiful and healthy by providing high-quality products and services, with safety as the top priority, to enrich each individual customer’s lifestyle.

＜Obtained HDI Five-Star Certification＞

The KOSÉ Customer Service Center has met the criteria of the HDI Five-Star Certification Program by HDI-Japan, the Japanese branch of HDI, the world's largest membership organization in the support service industry, and has obtained "Five-Star Certification." The HDI Five-Star Certification Program is designed for companies that have achieved the highest rating of three stars in the HDI Rating Benchmark by providing outstanding services from the customer's perspective. The operation and management of the support center are scrutinized and compared to international best practices, and certification is granted if the standards are exceeded.
In addition to its customer-centric approach, KOSÉ was highly evaluated for "Leadership" and "Policies and Strategies" criteria, leading to the acquisition of the "Five-Star Certification." In particular, the use of "Voice of the Customer (VOC)" to improve products and services, the development and dissemination of a system for responding to customer feedback quickly and sincerely on the website, and the development of a knowledge foundation to support the standardization of operations were recognized as excellent initiatives that embody a customer-oriented approach.

＜Strengthening communication to expand customer touchpoints＞

①X:
KOSÉ Customer Service Center X Official Account

In addition to phone and email, we have launched an official account as a new point of contact with customers to strengthen mutual communication.

[Publishing Improvement Cases Based on Customer Feedback]

In FY2025, we made the activities of the Customer Service Center more open and strengthened the communication via X as an effort to deepen the relationship of trust with customers. Specifically, we held participatory campaigns that showcase examples of product and service improvements we had made in response to customer feedback. We received many positive feedback from customers who participated in our campaign, acknowledging our efforts. This allowed us to broaden understanding of and empathy for our customer-centric approach to manufacturing.

Example https://x.com/kose_soudan/status/1991688827526844785

[Active Support to Enhance Customer Experience Value]

Since 2023, we have been promoting “Active Support” through X to directly address our customers' issues and questions.

・Providing information tailored to the needs of each customer

For customers interested in our products, we provide information about the appeal of our products and special offers available through our e-commerce site.

・Prompt resolution of issues and proposals for improvements

We promptly capture customer posts and proactively propose solutions to their issues.

Example https://x.com/kose_soudan/status/1960980801295933917

② LINE Official Account and “AI Kikurun” Chatbot

We have introduced a chatbot to improve convenience and ensure customers and retailers find the most appropriate answers to their questions as quickly as possible, without any waiting time.

[Chatbot: Expanding Search Functionality for Safety and Security]

In 2025, we introduced a search function that allows you to check whether a product contains the specific ingredient "carmine." Carmine is a coloring agent commonly used in cosmetics and food products, but in recent years we have been receiving many inquiries, particularly from people with allergies, who want to know in advance if it is included in our products. In this way, we take our customers’ concerns seriously and strive to establish an environment where they can choose products with greater peace of mind and confidence.

AI Kikurun

[LINE Friends Exceeded 10,000: Strengthening the Foundation of Digital Engagement]

In 2025, we focused our efforts on a friend acquisition campaign to raise awareness of our LINE channel among a wider audience. As a result, we have successfully connected with over 10,000 customers. Now, many people are using our chatbot, and we will continue to enhance its usability as a tool that allows users to "find the information they want quickly."

What is “AI Kikurun”?
Launched in 2024, “AI-Kikurun” is KOSÉ Customer Service Center’s official mascot. The design embodies KOSÉ's key guiding principle of "3G (Global, Gender, Generation)," using the company's iconic blue and corporate flower, the cattleya, as motifs. The name was chosen with to reflect its purpose as "an AI-powered chatbot that listens to customers while empathizing with their feelings and helps them solve their problems."

Inquiries/Feedbacks from Customers in FY2025

KOSÉ receives over 60,000 customer opinions and inquiries annually regarding its products and services. The most common inquiries in 2025 were for our e-commerce site’s delivery and payment. The next most common inquiries were product features and usage instructions, followed by sales-related information such as store locations and promotions.
These inquiries accounted for 91% of the total, while reports of product defects and other issues made up 9%. We will continue to strive to create an environment that is easy to access so that our customers can use our services comfortably, and we will work closely with each and every one of them.

Initiatives and Examples of Incorporating Customer Feedback into Products and Services

The valuable feedback from our customers is an essential driving force for improving the quality of our products and services. Customer feedback is promptly shared within the company and actively utilized by relevant departments. Specifically, information is collected and consolidated in “MIRAI Kizuna System,” our centralized management system, and regularly reported to relevant departments in the form of “Customer Experience Reports.” Furthermore, we provide a "Voice of the Customer Search System" so that our people in charge of planning, development, and research can always stay informed of customer needs.
For example, in response to feedback such as "it's difficult to understand how to use it," we have made improvements such as enhancing the visibility of packaging labels, and we are continuously making improvements that directly contribute to greater customer convenience and satisfaction.

Results: The number of improvements is doubled compared to the previous year

We have consistently implemented initiatives to promptly incorporate customer feedback across departments to quickly translate it into tangible results. With our enterprise-wide efforts, the number of improvements made to our website content, products, and services based on valuable feedback from our customers doubled in FY2025 compared to the previous year.
We will continue to sincerely address every single concern and strive to be a company that our customers continue to choose by consistently implementing prompt improvements.

＜Initiatives to Leverage Customer Feedback to Improve Customer Service Quality＞

At the KOSÉ Customer Service Center, after receiving a call from a customer, we conduct a "satisfaction survey" via text messages. In FY2025, we sent 8,156 text messages and received 1,309 responses. In addition, we conduct NPS®* evaluation primarily at Maison KOSÉ, our directly-managed stores, as part of customer service interactions. We analyze the evaluation result and take concrete actions to improve and enhance our services.

*NPS^® stands for "Net Promoter Score," an indicator used to measure customer loyalty. By quantifying the level of attachment and trust that people have towards a company or brand, the data is used to evaluate and improve the customer experience at every touchpoint.

Examples of Product and Service Improvements Based on Customer Feedback

We value the voice of each and every customer and incorporate their feedback into our daily product development. Here, we highlight how we have improved our products based on feedback received at the Customer Service Center.
We will continue to stay close to our customers through beauty, offering products and services that enrich the lives of each valuable customer.

COSME DECORTÉ Rouge DECORTÉ Cream Glow

Customer Feedback

"This is my favorite color, so I’d like to buy it again, but the color number and the letters of the color name are hard to recognize, so I am in trouble because I can't tell which color I used to use.”

Improved

Now the color number is printed in larger size than previous models, making it easier to read.

INFINITY “The Repair” Line

Customer Feedback

“As I get older, my hands have become weaker and it is difficult to open the box and remove the container out of it. It is difficult to open the cap of the cream container, too. So I appreciate it if you would make it easier for anyone to open it.”

Improved

“The Repair” line employs universal design that thoroughly pursues the ease-of-use so that everyone can use it every day without any burden. The bottom of the serum and gel cream container is made of non-slip resin, making it easy to open and close with one hand without having to hold down the container. (Patent pending)
Furthermore, we have taken measures to reduce the physical burden on the user, such as using a cap that can be opened and closed with half the number of turns required compared to existing products.
In addition, the outer box can be opened not only from the top but also from the side, making it easy to remove the container from the side. (Patent pending)

Make Keep Powder EX

Customer Feedback

”When there is not much left, the powder will not come out as expected even if you shake it up and down. I want to be able to use it up to the bottom.”

Improved

The shape of the hole in the inner lid has been changed from square to round, and the diameter has been slightly increased to make it easier for the powder to come out.

ONE BY KOSÉ Melano Shot P

Customer Feedback

“I mistakenly turned the lift-up style cap, which rotated the pump inside and caused it to come off the bottle along with the cap.”

Improved

By changing the pump part from a square shape to a circular shape, the cap can now be opened by either turning it or pulling it up. In addition, we standardized the pump part so that customers can choose between regular and large sizes when purchasing refills.

Opening a Website for Discontinued Products

Customer Feedback

“I heard my favorite product will be discontinued. Is it true?”
”I don’t see the product in the store anymore. Are they still available?”
”Are there any products similar to the ones I used to use?”

Improved

A guidance service for products that have been discontinued* was launched on the Maison Kosé website in October 2023. Additionally, when suitable alternative products are available, recommendations are provided on the product page.
Furthermore, to help customers identify products that will be discontinued, in advance, a [Scheduled to end in-store sales] icon has been added to the product list page, along with an [Online exclusive] icon for products that are no longer available in stores.

* Products that have been discontinued from production and sales

Aiming for "Easy to Use" for All Customers

At KOSÉ, we continuously innovate with each new product development to create products that are easier to use for all customers.
We also provide tactile considerations to help visually impaired customers identify products more easily.

Free Provision of Braille stickers

We provide free “Braille stickers,” that display cosmetic item names and usage instructions in Braille and large-print text for visually impaired customers. These stickers can be applied to various types of cosmetic containers. If you would like to receive these stickers, please contact the KOSÉ Customer Service Center. Please indicate in the inquiry form that you would like to receive Braille stickers.
（Toll-free number： 0120-526-311）
（For requests by e-mail, kindly click here）

For other KOSÉ COSMEPORT initiatives, see here.

Aiming to provide products that are easy for everyone to use (on the KOSÉ COSMEPORT Corp. website)
“BIOLISS PEACEFUL GREEN” Project (on the KOSÉ COSMEPORT Corp. website)

Meeting and Exceeding Customer Expectations

Beauty Consultants That Draw Out Your “One-of -a-Kind Beauty”

As customers have their specific own worries and distinct visions about beauty, our beauty consultants work closely with customers to provide the best skincare, makeup, and beauty solutions to draw out yet unnoticed aspects of an individual’s beauty.
We offer not only in-store counseling service, but also online service where you can receive our counseling service from your home at any time and place.
With our activity policy of “meeting and exceeding customer expectations,” our beauty consultants are committed to bringing out the “One-of-a-Kind Beauty” and bringing color and radiance to their hearts through the accumulation of all kinds of wisdom related to beauty.