Japan’s climate is undergoing significant changes, characterized by rising temperatures, increasing UV ray intensity, and heightened humidity. This environmental shift is paralleled by a growing consumer awareness of the dangers posed by UV radiation, as evidenced by an increasing trend in sunscreen purchase rates. A Kao survey conducted in October 2024, targeting women aged 16-69, revealed that using sunscreen has become a ingrained habit, with 58% of respondents reporting daily use, more than six times a week.
Further insights from a December 2024 online survey, which polled individuals aged 16-59, indicated that 61% of sunscreen users actively manage perspiration on sunscreen-applied skin by wiping away sweat or dabbing it with a towel. As Japan's climate continues to evolve, consumers face exposure not only to UV rays but also to fluctuations in temperature and humidity, both indoors and outdoors. In response to these evolving consumer needs and environmental conditions, Bioré UV is launching the Bioré UV Aqua Rich Airy Hold Cream from its flagship Aqua Rich series, a line specifically designed to address the skin's humidity. This new product will be available in selected drugstores.
Innovation in Sunscreen Formulation
Kao has prioritized making the Bioré UV Aqua Rich Airy Hold Cream a comfortable and desirable product for liberal application. The innovation lies in Kao’s proprietary technology, which encapsulates UV protective agents within agar gel aqua capsules. This advanced formulation incorporates a humidity-responsive agent into these aqua capsules, resulting in a unique, soufflé-like texture.
The cream applies lightly to the skin, spreading effortlessly and providing a comfortable, instantly absorbed fit. A close-fitting, breathable film envelops the skin, a veil whose thickness dynamically adjusts to the ambient humidity. Despite its adaptive nature, the film is so light it creates the sensation of the skin breathing freely. In hot and humid conditions, the humidity-responsive agent within the veil actively absorbs sweat, effectively preventing stickiness and maintaining skin comfort.
This new formulation offers robust SPF50+/PA++++ UV protection, ensuring effective defense against harmful rays, while providing all-day comfort for the skin. Kao’s research showed that 65% of women relied on parasols and other physical barriers to avoid sun exposure, highlighting the need for more comfortable and effective sunscreen solutions.
A Legacy of Sun Care Innovation
Bioré UV has been a consistent provider of valuable products integrated into consumers' daily lives since its inception in 1996. The Aqua Rich series, launched in 2011, gained significant popularity with its lightweight texture, exemplified by the widely acclaimed Bioré UV Aqua Rich Watery Essence. Over time, the suggested occasions for sunscreen use have expanded significantly, evolving from outdoor leisure activities and special outings to becoming a habitual part of daily routines.
In 2023, Bioré further innovated with the launch of the Bioré UV Aqua Rich Aqua Protect Mist, a convenient whole-body, non-aerosol mist designed for pleasant use anytime, anywhere. Kao is also actively expanding its global presence, with Bioré UV products now available in 27 countries and regions worldwide.
UV Protection Technology Explained
The Bioré UV Aqua Rich Airy Hold Cream incorporates Kao’s cutting-edge humidity-responsive sunscreen technology. This technology dynamically responds to environmental humidity by integrating agar hydrogel capsules. These capsules contain UV absorbers and a water-retaining polymer, all within a water-based (oil-in-water) formulation. This sophisticated blend creates a protective film on the skin that adeptly adjusts its moisture content based on ambient humidity levels.
By utilizing agar hydrogel capsules, Kao has successfully encapsulated a substantial quantity of UV absorbers, which are typically not water-soluble, and dispersed them uniformly within the sunscreen’s aqueous phase. The aqueous phase constitutes the water-based component of the sunscreen formula, distinct from the oil-based part. Kao explains that the capsules are designed to disintegrate and spread evenly during application, generating a semi-solid, lightweight texture that liquefies under pressure. When combined with a water-retaining polymer capable of holding several hundred times its own weight in moisture, Kao asserts that this formulation delivers a smooth and breathable film.
Environmental Adaptability and Performance
In tests, the sunscreen's film demonstrated an ability to absorb over twice the amount of moisture compared to traditional formulations. Formulators rigorously tested the sunscreen under a wide spectrum of humidity levels, confirming its remarkable adaptability. In one experiment, the new formulation and a conventional sunscreen were applied to glass plates and subjected to varying conditions: drying at low humidity, spraying with water, and subsequent redrying. While the conventional sunscreen's thickness remained constant throughout the process, Kao’s formulation exhibited significant expansion and contraction in response to moisture fluctuations. Specifically, the thickness of the Bioré UV Aqua Rich Airy Hold Cream formulation increased to approximately 175% of its original thickness when sprayed with water, before returning to its baseline 100% thickness state.
This research conclusively demonstrated the formulation's capacity to absorb sweat or humidity and then release that moisture, thereby preventing stickiness and enhancing user comfort. Kao further validated the sunscreen's performance by testing its response to fluctuating humidity levels ranging from 21% to 88%. At higher humidity levels, the film absorbed more than double the amount of moisture compared to traditional formulations, validating its effectiveness in hot, sticky environments for researchers.
User trials of the Bioré UV Aqua Rich Airy Hold Cream, conducted between May and June of the previous year, revealed that over 70% of participants reported feeling comfortable throughout the day, even in hot and humid weather conditions. This confirms its efficacy in protecting skin from strong UV rays while maintaining a pleasant feel.
Global Reach and Marketing Initiatives
Kao Corporation is actively expanding its international footprint, with Bioré UV now available in 27 countries and regions. As part of its global strategy, Bioré UV has partnered with the popular K-pop group Stray Kids for the "Sunlight is your spotlight" campaign. This initiative aims to inspire individuals to embrace outdoor activities with adequate UV protection and to further expand Bioré UV’s global presence.
The Bioré UV Aqua Rich Airy Hold Cream is slated for a phased launch, initially becoming available in March at select stores in Japan, as well as online. Subsequently, in 2025, it will be introduced in Thailand, Hong Kong, and Taiwan. While the cream is not yet sold in the US and UK-markets where the Stray Kids campaign is prominently featured-the initiative is designed to bolster overall brand awareness and promote sun care education, while simultaneously paving the way for potential future product launches in these key regions. The campaign will feature short films and visual content distributed across social media platforms and select retail channels, leveraging Stray Kids’ global influence to underscore the importance of responsible sun awareness.
Kao Biore UV × Stray Kids | Anthem Film 2026 60sec
Product Details and Ingredients
The Bioré UV Aqua Rich Airy Hold Cream is manufactured in Japan and carries the catalog number 1134671219. Kao, a Japan-based manufacturer renowned for its personal care, household products, cosmetics, and specialty chemicals, is committed to creating high-value-added products and services that enhance the lives of people and contribute positively to the planet. Through its diverse portfolio of brands, including Attack, Bioré, Jergens, Laurier, Curél, SENSAI, MOLTON BROWN, and Oribe, Kao products are integral to daily life across Asia, the Americas, Europe, the Middle East, and Africa.
The brand emphasizes mutual respect, trust, and social responsibility in its product development. Utilizing innovative research and development techniques, Kao strives to ensure customer satisfaction and anticipate future consumer needs. The beauty collection focuses on a range of hair and face care products, featuring Kao's Biore, Liese, and Essential series.
Major Ingredients:
- Water
- Ethylhexyl Methoxycinnamate
- Ethanol
- BG
- Ethylhexyl Triazone
- Silica
- Diethylamino Hydroxybenzoyl Hexyl Benzoate
- Glyceryl Stearate
- Sodium/Potassium/Aluminum Silicate
- Bis-Ethylhexyloxyphenol Methoxyphenyl Triazine
- Titanium Dioxide
- Diisopropyl Sebacate
- Dextrin Palmitate
- Alkyl Benzoate (C12-15)
- Agar
- Dimethicone
- Talc
- Sodium Acrylate Grafted Starch
- Sodium Polyacryloyldimethyl Taurate
- Cetanol
- Glycerin
- Disodium EDTA
- Aluminum Hydroxide
- Stearic Acid
- Stearyl Alcohol
- Propanediol
- Glyceryl Behenate
- Polyvinyl Alcohol
- (Acrylates/C10-30 Alkyl Acrylate) Crosspolymer
- Sodium Hydroxide
- Sorbitan Distearate
- AMP
- BHT
- Sodium Stearoxy PG-Hydroxyethylcellulose Sulfonate
- Glutamic Acid
- Stearoyl Glutamic Acid
- Locust Bean Gum
- Sodium Methyl Stearoyl Taurate
- Arginine
- Maltose
- Ascorbyl Glucoside
- Sodium Hyaluronate
- Phenoxyethanol
- Fragrance
Please note: Ingredients are subject to change at the manufacturer's discretion. For the most complete and up-to-date list of ingredients, please refer to the product packaging.