THE WHAT? Kao is aiming to achieve plastic packaging net zero waste by 2040 and negative waste by 2050 for plastic containers used and discharged in its business activities. The J-beauty manufacturer will reduce plastics used in its business activities as much as possible and then recycle plastic waste generated in society.

THE DETAILS In 2023, the company ushered in a series of packaging innovations, which will see its fossil-based plastic use peak by 2030 and be phased out entirely by 2050. In 2023, for example, Kao launched Attack Zero Perfect Stick, a laundry detergent packaged in a pouch in place of a hard plastic container.

THE WHY? Kao announced its ESG strategy, the Kirei Lifestyle Plan in 2019, which outlines 19 leadership actions, one of which is zero waste. The company’s action on plastic packaging contributes to meeting that goal.