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A Refreshing Addition to Intimate Care: iroha INTIMATE WASH

As the summer months approach, comfort is key. TENGA Co., a renowned company based in Chuo-ku, Tokyo, has just announced the launch of its highly anticipated iroha INTIMATE WASH 【 FOAM TYPE 】 Citrus Note and Mint Scent. This new cool variant joins the ranks of the brand's best-selling intimate care products, marking an exciting expansion for the iroha INTIMATE CARE line that has already shipped over 2.83 million units since its debut in 2020.

What to Expect from the New Product

From March 25, 2026, this refreshing foam wash will be available in limited quantities via Loft and the official iroha online store. A wider release is set to follow on April 1, with flagship @cosme stores in Tokyo, Osaka, and Nagoya adding the product to their shelves. Finally, from April 8, it will roll out across various drug stores and specialty shops nationwide.

The introduction of this cool type is eagerly awaited, especially after the success of the original scents like Bergamot and Bitter Orange, which recently achieved Hall of Fame status in the @cosme Best Cosmetics Awards 2025 in the Intimate Care Category. This indicates that consumers are ready for something new and refreshing to elevate their personal care routine this summer.

Why This Wash is a Must-Try

The iroha INTIMATE WASH【 FOAM TYPE 】 has resonated with fans thanks to its unique formulation. The newly launched citrus and mint scent offers a delightful change that combines a refreshing cooling effect with a soft and gentle washing experience. A recent survey involving 40 female participants revealed that 100% expressed interest in trying the new cool type, with a remarkable 85% indicating they are very eager to experience it.

This innovative wash not only cleanses but also addresses common summer discomforts like moisture and odors, thanks to its pleasant cooling sensation and moisturizing ingredients. The foam is crafted to rinse away impurities while maintaining skin integrity, enriched with six hydrating components designed to protect against dryness and irritation.

The Refreshing Scent Experience

The fragrance blends citrusy notes from grapefruit, lemon, and orange with herbal touches from eucalyptus and peppermint. This combination has been meticulously crafted with 100% natural essential oils, making it perfect for sensitive areas. The expertise in fragrance formulation honed by iroha is evident in how successfully it balances freshness with a gentle aroma, ensuring the product is not just effective but also enjoyable to use.

A New Summer Ritual

As the weather heats up, self-care routines need to adapt. Using the new cool type wash can become an integral part of your summer routine, both for post-exercise refreshment and daily intimate care. It offers an alternative to more intensive cleansing methods that might lead to over-drying, allowing for a revitalizing and soothing experience.

Marketing and Outreach Initiatives

In addition to the exciting product launch, iroha INTIMATE CARE will also be making a strong visual statement with a large billboard in Harajuku's Takeshita Street, starting April 1, 2026. This strategic location is designed to reach audiences eager for modern and relevant self-care solutions, reinforcing the brand’s commitment to promoting intimate wellness and personal hygiene as part of a healthy lifestyle.

The campaign aims to empower women to recognize and care for their bodies and foster awareness of the importance of intimate health care. Together, through advertising efforts and product innovations, iroha looks to instill habits of embracing self-care that all women can incorporate into their daily routines.

In summary, the new iroha INTIMATE WASH【 FOAM TYPE 】 represents a significant step forward in promoting comfort and care in women's self-grooming. With its groundbreaking cooling element and refreshing scents, it encourages a fresh approach to intimate washing that everyone will appreciate during the hot months ahead.