#Japan #healthcare #Osaka #Feminine Care #IROHA

Introduction to iroha at Beauty World Japan 2025

TENGA's feminine care brand, iroha, made a significant appearance at the Beauty World Japan Osaka held from October 20 to 22, 2025. This event is known as Western Japan's largest general beauty trade show. On the first day, iroha conducted a talk seminar titled "From Self-Pleasure to Healthcare: The New Era of Feminine Care Delivered by iroha." This seminar attracted industry officials and a diverse audience, highlighting the capabilities of icare in modern feminine health.

An Overview of The Brand and Its Evolution

The brand's president, Koichi Matsumoto, alongside Noriko Ninomiya, Director of Shinkakai Hospital, and Aiko Matsumoto, responsible for iroha sales, delved into the brand's journey over the past 12 years. Matsumoto shared his personal experiences, which led him to realize that both food and sexuality are fundamental human desires. He founded TENGA in 2005 with the vision of transforming sexuality into something enjoyable and accessible to all. Today, the brand has reached over 73 countries and 27,000 stores globally.

Matsumoto recalled how, during the brand's inception, the market for female products tended to cater to women's needs from a man's perspective, often limited to underground markets. He emphasized the necessity of creating products that resonate with women through a woman-centric approach, which ultimately led to the creation of iroha in 2013.
The first women's development team focused on making products that women genuinely wish to use, featuring soft textures and secure designs that have garnered widespread support from their users.

Subsequently, iroha INTIMATE CARE was launched to promote everyday delicate area care, and this March, a new brand dubbed iroha Healthcare debuted, aiming to address issues like menstrual pain and pelvic floor relaxation with a medically-backed perspective.

The Importance of Feminine Care

Matsumoto wrapped up the seminar's first part with a poignant proclamation: "iroha has evolved through 12 years to become a brand that fosters a society where women can naturally enjoy sexuality and lead healthy lives."

In the second segment, Director Ninomiya pointed out practical aspects of feminine care based on her significant experience seeing female patients. She stressed that many women still tend to overlook discomforts like vaginal pain and dryness—mistakenly accepting these issues as mere facts of life. According to her, taking correct care of one's body leads to a much more comfortable and optimistic daily experience.

Emphasizing that correct self-care founded on the body's mechanics is essential, Ninomiya advocates gentle approaches to alleviate discomfort. Furthermore, she spotlighted how irho's products, designed to be user-friendly and gentle on the skin, assist in alleviating dryness and irritation effectively. The iroha Healthcare line was also noted for its positive feedback from users, highlighting its effectiveness and ease of integration into users' routines.

Innovations in Care

As part of the seminar, Ninomiya elaborated on the benefits of promoting blood circulation in delicate areas. Improvements to mental well-being like stress relief, improved sleep quality, and enhanced immune function can contribute positively to overall health. She also discussed the benefits of vaginal massage, pointing out how it can alleviate menstrual discomfort and enhance blood flow.

Matsumoto wrapped up the seminar with insights on how iroha products are being integrated into various salons, ranging from feminine care specialists to beauty therapy centers. This diversification directly supports women's holistic care by providing a breadth of options tailored to women's care needs.

A Future Vision for Women’s Health

As Matsumoto emphasized, "iroha seeks to continue supporting women so that they can lead their lives healthily and according to their unique identities." The display at Beauty World Japan Osaka served both as a platform to introduce their holistic solutions and as a committed assertion of their vision to normalize the enjoyment of sexuality and femcare in society.

By shifting societal perspectives and promoting open dialogues around these vital topics, iroha aims to lead the way in establishing a more inclusive culture surrounding feminine health and sexuality. The exhibition at Intex Osaka Booth 6B (H002) provides an outstanding overview of their newly developed healthcare products alongside their original offerings.

Event Details

- Dates: October 20-22, 2025
- Location: Intex Osaka, Hall 6B, Booth H002

As iroha continues to innovate within the feminine care sphere, attendees and viewers are encouraged to experience firsthand the evolution of their products designed specifically for women's overall well-being.