On the occasion of the 80th anniversary of our parent company, KOSÉ Holdings Corporation, I would like to express my sincere and heartfelt gratitude for your generous and continued support. This significant milestone marks more than just a celebration of our rich heritage; it serves as a moment for KOSÉ Travel Retail (KTR) to reaffirm our commitment to evolving into an organization that will lead the industry into the next 100 years.
In fiscal year 2025 we achieved three major milestones symbolizing our growth strategy:
Evolution of global campaigns
Centered around DECORTÉ brand’s hero product LIPOSOME, we launched multi-faceted campaigns across duty free shops, in-flight sales and hotel amenities, linking our infrastructure with local operations worldwide. This allowed us to deliver the brand’s core philosophy directly across languages and cultures, giving us strong confidence in our ability to cultivate future loyal customers.
(From left) DFS Group Vice President Store Operations Japan Tad Uchtman; KOSÉ TRAVEL RETAIL President & CEO Hiroto Kitaki; DFS Okinawa General Manager in training Izumi Castro and KOSÉ TRAVEL RETAIL Sales Manager Takaya Miyamoto cut the ribbon to the DECORTÉ pop-up at DFS Okinawa
DECORTÉ cross-border global promotion combining online and offline strategies (Location DFS Okinawa) 
KTR’s first big-scale pop-up in Okinawa
Advancement of SEKKISEI SAVE THE BLUE project
We elevated this iconic environmental conservation activity into a unique travel retail initiative in Hainan, China and Okinawa, Japan. The cross-divisional project in Okinawa, which spanned TR, amenities and local sales offices, led us to a firm conviction that this represents a signature KTR marketing method
The Mangrove tree planting activity in Hainan, China, partnering with Wangfujing Duty Free and the Blue Ribbon Ocean Conservation Association
Coral conservation in Okinawa, Japan with the support of Sea Seed, Ltd.
Simultaneous launch at three major North American airports
In September 2025, we hosted large-scale DECORTÉ pop-ups at LAX, SFO and JFK. The high level of support received, not only from Japanese travelers but also from customers across the West, Middle East and Asia, serves as a vital “prologue” to our full-scale expansion in the North American duty free market.
DECORTÉ launches first-ever simultaneous pop-ups across three North American locations in partnership with DFS, at DFS Los Angeles International Airport (Los Angeles Tom Bradley International, Terminal B)
Connecting with customers
Our vision is “To make every encounter during travel the starting point of lifelong beauty, delivering the finest experiences to the world as a globally radiant lifelong beauty partner.”
In the uplifting and special moments of travel, we connect with our customers through their skin and touch their hearts. In an increasingly digital world, we believe the emotional resonance born from face-to-face, direct human connection provides essential value that AI can never replace.
The year ahead
For fiscal year 2026, our keywords are “newness” and “3E.”
We are currently in Phase II (2024–2027) of our roadmap. Against the backdrop of a thriving global tourism industry, we are further strengthening DECORTÉ, centered in the Asian market, while simultaneously pursuing a full-scale entry into western duty free markets and establishing a strong presence for our amenity business within Japan.
KOSÉ‘s Vision for Lifelong Beauty Partner — Milestone 2030
In 2026, we are specifically focused on the perspective of “Newness.” We will continue to challenge ourselves to surpass past successes by embodying the “3E” principles:
Exclusive: Providing unique value found only in travel retail and amenities
Experience: Creating unforgettable customer experiences through bespoke services and events
Environment: Advancing sustainable business activities and addressing SDGs
To achieve our ambitious goals for 2030, meaningful co-creative dialogue with industry leaders is essential.
One Travel Retail, One Amenity, One KTR, as One KOSÉ
By working toward a shared goal with our diverse stakeholders and transforming differences in perspective into the “spice” that refines our value, I look forward to forging new paths together.
To remain the one-and-only partner for travelers worldwide for the next 100 years, we hope to reach even greater heights alongside you all.
HirotoKITAKI, President & CEO of KOSÉ TRAVEL RETAIL CO., LTD
AloJapan.com