# Sustainable Skincare Initiatives Japanese Beauty Brand Kao Upgrades Its Sustainability Initiatives By Kanesa D | Published 2023-09-12 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/kao References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/Kao_accelerates_sustainability_initiatives_to_achieve_plastic-free_by_2050/209305) & [kao](https://www.kao.com/global/en/)  Japanese beauty company [Kao Corporation](https://www.trendhunter.com/trends/twany) has recently unveiled a set of sustainability initiatives with the ultimate goals of achieving zero plastic packaging waste by the year 2040 and transitioning to a negative waste footprint by 2050. The company will focus on creating [thinner containers and packaging](https://www.trendhunter.com/trends/vetroplas-1), which will aid consumers who want to recycle their products easily. Kao products will also be designed to accommodate refills and reuse for a longer product lifespan. “Over the past years, Kao has been particularly successful in reducing the amount of plastic used compared to original packaging by offering [refill and replacement products](https://www.trendhunter.com/trends/jointherefillmovement),” the company said in a statement. “Together with more compressed products, these have globally accounted for a reduction rate of 79% vs the original packs.” Image Credit: Kao Corporation ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 72% | Activity: 86% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Zero Plastic Packaging Waste:** Kao Corporation aims to achieve zero plastic packaging waste by 2040, utilizing thinner containers and packaging to aid recycling efforts. - **Negative Waste Footprint:** Kao Corporation seeks to transition to a negative waste footprint by 2050 through sustainability initiatives and embracing refill and reuse options. - **Reduced Plastic Usage:** Kao Corporation has successfully reduced plastic usage by 79% through the introduction of refill and replacement products. ### Industries Being Reshaped - **Beauty and Skincare:** The beauty and skincare industry can embrace sustainable practices by focusing on reducing plastic packaging waste and promoting refill and reuse options for their products. - **Packaging:** The packaging industry can capture opportunities in sustainability by developing thinner containers and packaging that aid in recycling efforts and help achieve zero plastic packaging waste. - **Manufacturing:** Manufacturing companies can explore innovative solutions to reduce plastic waste by designing products with refill and replacement options, contributing to a negative waste footprint. ## Related on Trend Hunter - [Plastic-Negative Beauty Brands](https://www.trendhunter.com/trends/aora-mexico.md) - [Beauty Refill Pod Systems](https://www.trendhunter.com/trends/refill-pod-system.md) - [Ocean Plastic-Made Skincare Packaging](https://www.trendhunter.com/trends/new-landscapes-collection.md) - [Global Beauty Campaigns](https://www.trendhunter.com/trends/world-refill-day.md) - [Recyclable Resin Beauty Compacts](https://www.trendhunter.com/trends/suqqu.md) - [Sustainable Paper Cosmetic Packaging](https://www.trendhunter.com/trends/arcade-beauty-paper-packette.md) - [Planet-Friendly Firming Skincare](https://www.trendhunter.com/trends/ageloc-tru-face.md) - [Bio-Based Monomaterial Skincare Packaging](https://www.trendhunter.com/trends/moisturizer-jars.md) - [Purpose-Driven Wellness Brands](https://www.trendhunter.com/trends/koala-ecos.md)