New Oral Care Standard for the Reiwa Era: 'No Scraping, No Disturbing, Just Conditioning' – "POWINK Hydra Oral Gel" Debuts June 4th

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POWLAB will pre-release "POWINK Hydra Oral Gel" on June 4, 2026, advocating a new oral care standard for the Reiwa era: "no scraping, no disturbing, just conditioning." Committed to naturally derived ingredients, it proposes a new oral care habit focused on whitening and bad breath prevention.

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POWLAB will pre-release "POWINK Hydra Oral Gel" on June 4, 2026, advocating a new oral care standard for the Reiwa era: "no scraping, no disturbing, just conditioning." Committed to naturally derived ingredients, it proposes a new oral care habit focused on whitening and bad breath prevention.

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Source: https://prtimes.jp/main/html/rd/p/000000010.000178523.html | Date: Date unavailable

POWLAB Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Hiroyuki Hatakeyama; hereinafter POWLAB) will pre-release "POWINK Hydra Oral Gel," which advocates a new oral care standard for the Reiwa era, at PLAZA stores nationwide and on the POWINK online shop starting June 4, 2026. ■ Development Background POWINK is a wellness brand born from POWLAB Co., Ltd., which has a mission to "reboot sensibility." In today's information-saturated world, we want to cherish the "richness of choosing with one's own senses." What we focused on as an entry point was the daily habit of "tooth brushing." We brush our teeth tens of thousands of times in our lives. That's why we wondered if we could update this time to not just remove dirt, but to condition ourselves and switch our mood. From this idea, the development of POWINK Hydra Oral Gel began. During development, a survey was conducted with 231 men and women in their 20s to 40s. Approximately 70% of respondents answered "whitening effect" and "bad breath prevention" when asked what they prioritize when choosing toothpaste. To respond to these "real voices," we thoroughly pursued formulation, flavor, and usability for about one year. We aimed to achieve both comfort that makes you want to use it every day and a definite sense of efficacy. Furthermore, because it is something used repeatedly every day, we also focused on ingredient design. As a result of re-examining the essence of oral care, POWINK is committed to using as many naturally derived ingredients as possible. Toothpaste used to be a consumable item costing a few hundred yen. However, in the era of 100-year lifespans, the oral environment has changed to become deeply involved not only in health but also in daily comfort and impression. The era is changing from toothpaste as a "daily necessity" to "self-investment." Tooth brushing is no longer just a routine, but self-care to condition oneself. It's time that is gentle on oneself and the earth. And it co

New Oral Care Standard for the Reiwa Era: 'No Scraping, No Disturbing, Just Conditioning' – "POWINK Hydra Oral Gel" Debuts June 4th

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