Among the four major cosmetics brands in Japan, Kao occupies the first place with a market share of 13.7%. After gaining a foothold in Japan, Kao has become a global competitor to Lion, Procter & Gamble and Unilever. In 2017, Kao's overseas business accounted for about 40%, and the Asian market accounted for 14.6% of the business.
 
Kao, which has a history of more than 130 years, made his fortune with a piece of soap that can wash his face. However, soap is only the first step for Kao to improve the personal care life of the Japanese people, and for more than 100 years, it has continued to innovate and continue to consolidate Kao's dominance in the laundry and daily necessities market, and has now become a comprehensive daily chemical group with an annual revenue of more than 1.49 trillion yen.
 
Born in 1970, white is Kao's high-quality soap product line, pure white soap body, rich foam and rich floral fragrance, is its biggest feature, after its birth for decades, Kao White in 2015, 2017 won the Japan Cosme Awards body cleansing category list. In 2018, the iteration of white continued the characteristics of the previous generation, and the first process of the harvested palm raw materials was carried out within 24 hours to maintain its freshness as much as possible. In this way, the soap base can play a greater role, the fragrance is charming, and the foaming effect is good. White also contains squalane as a moisturizing ingredient to reduce the astringency of the soap, and the skin is not tight after washing, making it a good choice for body cleansing.
 
Compared with milky stone, Kao has fewer single products, only rose, classic floral, citrus three fragrances, the price is not much different from the star fragrance of milky stone, the Japanese price is only about 10 yuan, but unfortunately, China's official channels do not sell Kao soap, inconvenient to buy.