Kosé launches prestige Decorté brand in the UK

By Natasha Spencer

- Last updated on GMT

Image attributed to MaxDeVa
Image attributed to MaxDeVa

Related tags Skin care Skin United kingdom

Japanese multinational personal care company, Kosé Corporation, unveils its Decorté name, as it enters into an exclusive distribution agreement with Selfridges, located on Oxford Street, London, UK.

From Asia to the UK: Prestige partnership

The new brand, Decorté, is a high-end skin care and colour cosmetics brand, that will welcome British model, Kate Moss, as the name’s global face and brand ambassador.

Decorté is currently available in Asia, North America and Italy. The collaboration with Selfridges marks the first UK entity to offer Decorté.

"We are thrilled to launch our coveted Decorté brand exclusively in Selfridges Oxford Street, an iconic cultural landmark known for providing women with the freedom to indulge themselves,"​ enthused Kazutoshi Kobayashi, President and CEO, Kosé Corporation.

"After years of leading the skin care industry in Asia, we are excited to finally introduce English women to our innovative products which combine nature, wisdom and advanced science to reinvigorate skin and enhance natural beauty,”​ Kobayashi proudly added.

Sharing its views on the partnership, David Legrand, Director of Beauty, Selfridges, expressed: “We admire the brand for its future-gazing approach to skin care and colour innovation; Decorté's dynamic and expert collections will make it an unmissable addition to our beauty hall.”

Model ambassador

"With Kate Moss as brand ambassador, our customers will instantly feel a connection with Decorté and will be excited to try and use her go-to products for the first time in the UK,"​ Legrand added.

Kate Moss, who has advocated Decorté’s move to England to directly serve British target audiences, has been the face of the brand since 2015.

Forward-thinking technology

Decroté skin care is largely known for its combination of the ancient practice of eastern medicine with techno-innovation science. The name currently has over twelve years of product development and partnership under its belt, having succeeded in achieving Nobel Prize-winning laboratories.

Its skin care formula includes Vi-Fusion, which Kosé has hailed as “a radical new approach that works to holistically strengthen, regenerate and empower skin on multiple levels to unleash its natural life-force from within”.

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