Kao has worked to help consumers lead fulfilling lifestyles. In 2019, Kao established the Kirei Lifestyle Plan, which is an ESG strategy towards achieving a sustainable and desirable way of living. The Japanese word 'kirei' describes something that is both clean and beautiful. For Kao, Kirei not only encapsulates appearance, but also attitude—to create beauty for oneself, other people, and for the world around us. Since 2021, Kao has continued to integrate its ESG strategy into its management practices with its vision of wprotect!ng future lives" and "sustainability as the only path." It will also develop its business, provide better products and services for consumers and society, and work toward its purpose "to realize a Kirei world in which all life lives in harmony."

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