SENSAI set to showcase innovation and global growth strategy in Cannes

Japanese luxury skincare and makeup brand SENSAI is returning to the 2025 TFWA World Exhibition under its parent Kao Group umbrella, sharing a booth (RE11, Riviera Village) alongside fellow prestige Kao brands Molton Brown and Oribe.

At this year’s show, SENSAI will unveil Autumn/Winter 2025 novelties, alongside a curated selection of best-sellers that have played a pivotal role in fuelling the brand’s recent global growth across both domestic and travel retail channels.

Defying regional headwinds in Asia Pacific

Over the past two years, SENSAI has significantly expanded its footprint in Asia Pacific, thanks to the opening of a new flagship store in Shanghai; new retail doors in Japan; and a successful market debut in Indonesia.

While global Chinese consumption trends have softened, SENSAI has enjoyed increased demand among Chinese consumers, reflecting the brand’s appeal and resilience within a challenging trading environment. Looking ahead, additional entries across ASEAN markets are planned for 2026, underlining SENSAI’s long-term commitment to regional expansion.

Elsewhere, in EMEA – also identified as a core growth region – SENSAI continues to build strong relationships with its long-term partners. Noteworthy developments include upcoming flagship counters at Harrods in London and NK in Stockholm, both scheduled to make their debut in Autumn/Winter 2025. In Germany, SENSAI maintains a leading position within the super prestige skincare and makeup categories through its dynamic collaboration with Beauty Alliance.

Within travel retail, SENSAI is targeting new airport openings in EMEA by the end of 2025, leveraging the brand visibility and increased consumer loyalty its domestic expansion has delivered.

The art of Japanese craftsmanship

At this year’s Cannes exhibition, SENSAI will highlight its mid-to-prestige product portfolio, with a focus on its signature Double Moisturising ritual – a cornerstone of its Saho skincare philosophy.

With an emphasis on key ingredients such as Koishimaru Silk, in addition to improved services and immersive signature skin treatments, SENSAI’s objective is to communicate its unique Japanese heritage and expertise in the EMEA region.

SENSAI is complementing its exhibition hall presence with a joint Cocktail Party on Monday September 29, in partnership with Molton Brown and Oribe, which will incorporate a preview of the brand’s new launches for Autumn/Winter 2025.

Spearheading the innovations is TOTAL FORM EXPERT CREAM – a new anti-aging cream featuring Koishimaru Silk EX – designed to deliver firmer looking skin after just one application, defined contours in three days, and a sculpted look with continued use. This new strategic flagship product incorporates SENSAI’s most advanced technology, and is expected to serve as a key driver in strengthening global awareness and brand equity across international markets.

Other highlights include ULTIMATE THE CONCENTRATE, a potent serum enriched with Sakura Eternal Complex, designed to enhance skin’s vitality and glow. Within the makeup category, SENSAI will present a new Hydrating Fix Mist; a reformulated version of its popular Glowing Base primer; and a new Radiant Glow Foundation which harnesses innovative gel technology to deliver long-lasting radiance and hydration.

Importantly, SENSAI will use the Cannes show to spotlight its commitment to sustainable luxury and ESG principles, through initiatives such as responsibly sourced ingredients, recycled/recyclable packaging, and luxury refill systems.

“SENSAI’s accelerated growth in recent years reflects the strategic expansion of our prestige skincare and makeup portfolio across both domestic and travel retail channels,” notes EMEA General Manager Julien Noilou. “The exceptional quality of our products, aligned with our authentic Japanese beauty philosophy, continues to resonate strongly with consumers worldwide.

“As we build further brand equity in key markets, global travel retail remains a critical platform to amplify our luxury positioning, engage high-value consumers, and create long-term value through selective, premium distribution. We look forward to reconnecting with our valued business partners in Cannes, and to forging new, strategic collaborations.”

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