HISTORY
The KOSÉ story in travel retail
KOSÉ’s journey in travel retail reflects more than two decades of steady expansion, brand-building and evolving engagement with international travellers. From its first counters at Narita International Airport in 2003, the Japanese beauty house has progressively strengthened its presence across key global gateways, introducing flagship brands including SEKKISEI, DECORTÉ, JILL STUART and ADDICTION to the channel.
Through a strategy rooted in personalised customer interaction, strategic retail partnerships and a growing portfolio of premium and sustainable beauty offerings, KOSÉ has expanded from its domestic foundations in Japan to a broader global footprint spanning Asia, Europe and Australia. The timeline below highlights key milestones that have shaped the company’s development in the travel retail sector.
2003
KOSÉ entered the travel retail channel for the first time with SEKKISEI counters at JAL DUTYFREE Main Building Shop and Satellite Shop at Narita International Airport. Around 2004, the number of Chinese visitors to Japan began to increase and trust in Japanese beauty products grew. As SEKKISEI was still relatively unknown to many travellers, the brand prioritised active in-store engagement and customer consultations to introduce its skincare philosophy. According to the company, the initial gondola display was a success leading it to expand into a wall display as well.
2005
KOSÉ launched its first high-profile promotion for SEKKISEI at Narita International Airport, strengthening brand visibility in the duty-free environment.
2006
KOSÉ expanded with a counter at the Fa-So-La DUTY FREE South Wing store at Narita International Airport. At the time, the majority of KOSÉ customers were Japanese with Chinese and nationalities still unfamiliar with KOSÉ brands. With awareness among international travellers still limited, beauty advisors prioritised direct dialogue, offering touch-ups, product consultations and sampling to airline crew and tour guides.
2008
JILL STUART made its travel retail debut at Centrair Duty Free at Chubu Centrair International Airport Terminal 1, expanding KOSÉ’s brand portfolio within the channel.
2011
KOSÉ made its Hainan debut with a standalone boutique at the cdf Sanya Duty Free Store, marking a key step in the company’s expansion into the fast-growing Chinese travel retail market.
2014
DECORTÉ opens a counter at the cdf Sanya International Duty Free Shopping Complex.
2014
KOSÉ expands beyond Japan and China for the first time, launching SEKKISEI and DECORTÉ counters at The Shilla Duty Free in Singapore Changi AIrport Terminals 1 and 2, marking its first travel retail presence in Singapore.
2014
ADDICTION entered the travel retail channel with a counter at the Fa-So-La DUTY FREE Cosmetics & Perfumery store in Terminal 1.
2020
KOSÉ Travel Retail is born as a reflection of the growing importance of travel retail for the company.
2022
DECORTÉ accelerated its international development with the opening of a counter at the LOTTE Duty Free Sydney CBD Store in Australia.
2023
DECORTÉ entered the European market with a counter at La Samaritaine Paris Pont-Neuf, a milestone in the brand’s global expansion.
2025
SEKKISEI BLUE, the sustainable sister brand to SEKKISEI, launched at Fukuoka Airport Duty Free Shop.
Spotlight Series – May 2026