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Iroha at Beauty World Japan 2023: A Celebration of Female Wellness

From May 18 to 20, 2026, the femcare brand Iroha, developed by TENGA Co., showcased its innovative approach at the Beauty World Japan exhibition in Tokyo. This three-day event served as a platform for industry professionals to explore the evolving narrative surrounding women's health, self-care, and empowerment.

A Vision for Comprehensive Femcare

On the first day of the event, the seminar featuring Dr. Mikiharu Song, a renowned obstetrician and medical doctor, became a highlight. The sessions began with a presentation by Mizuki Matsushita, Iroha's PR chief, who reflected on the brand’s 14-year journey. She introduced Iroha's new brand statement, “To live, enjoy, and cherish,” emphasizing the commitment to holistic support for women’s health, covering aspects from intimate care to promoting self-pleasure.

Matsushita pointed out that just as care for delicate areas has become mainstream over the last decade, the integration of self-pleasure with beauty routines is poised to become widely accepted as essential care in the near future. She presented Iroha's unique proposition model called the Beauty Slope, designed to incrementally elevate consumers’ awareness and engagement in beauty and self-care through connected steps.

Understanding Self-Care from a Medical Perspective

Dr. Song, in the first part of the seminar, discussed the increasing interest in sexual wellness within the beauty industry. He stressed the importance of recognizing self-pleasure as a means to fulfill personal joy and enhance beauty, fostering a positive cycle that can benefit many individuals.

He elaborated on several key mechanisms through which self-pleasure positively affects mental and physical health:
1. Creating Happiness and Relaxation: Engaging in self-pleasure boosts the secretion of hormones like oxytocin and dopamine, often referred to as happiness hormones, which help balance the autonomic nervous system. This contributes to better sleep quality and reduced stress levels.
2. Promoting Circulation: Performing self-pleasure in a relaxed environment cultivates comfort and deep satisfaction, leading to enhanced blood circulation throughout the body, which is beneficial for skin health.
3. Rhythmic Well-Being: The physiological process accompanying orgasm involves rhythmic contractions of the pelvic floor muscles, which also stimulate deep abdominal muscles. This natural engagement of inner muscles aids in building a leaner body image.

Dr. Song concluded his speech by advocating for a societal shift towards recognizing sexuality not as a taboo but as an integral part of health and beauty. He invited attendees to view the seminar as a catalyst for self-love and an opportunity for deeper understanding of their bodies.

Building Salon Value through Retail Strategies

In the second part of the seminar, Iroha’s Sales Manager Aiko Matsumoto discussed strategies for incorporating self-pleasure into salon offerings. Citing various media appearances and trade shows, she highlighted the evolving societal values surrounding self-pleasure.

Matsumoto addressed the common concerns of salon owners, especially those unsure of how to begin integrating femcare. She explained the Beauty Slope model to navigate the introduction of services systematically. Starting with basic delicate zone care, salons can progressively expand their offerings to include conditioning massages and ultimately address self-pleasure as a key factor in beauty and relaxation.

Among the attendees were salon owners who reported improved client relationships and increased repeat business due to the deeper psychological connection established through these services. Additionally, she showcased a special limited-time offer of the Iroha Introduction Package, combining pleasure items with care products tailored for salons.

A Concluding Message

Overall, the event marked an influential gathering for those in the beauty industry, reinforcing the importance of innovative femcare solutions and the integration of self-pleasure into daily self-care routines. Dr. Song’s insights paired with Iroha’s comprehensive product offerings created a vibrant dialogue around women's health, encouraging openness and acceptance in discussing intimate care. As we move forward, embracing self-love and understanding our bodies will continue to promote wellness and empowerment among women.

In closing, both speakers emphasized the need for continued education and conversation around femcare, urging all participants to take actionable steps towards a more informed and supportive approach to women’s health.