Asuka Kawatoko Appointed Brand Ambassador for "HAP+R"! - New Message and Key Visual Unveiled, Commemorative Campaign Also Launched -

Sangi Co., Ltd. (Headquarters: Chuo-ku, Tokyo, President & CEO: Roslyn Heyman), the developer and marketer of the "Apalux" series, the No. 1 selling* high-function whitening toothpaste, has appointed actress Asuka Kawatoko as the new brand ambassador for its skincare brand "HAP+R". A new brand message, "Every wash makes your bare skin happy," is introduced with a brand movie that depicts the moment of switching to a positive mood through scrub cleansing. To commemorate her appointment, a free shipping and gift campaign for eligible products will be held from Tuesday, July 7, 2026, to Thursday, August 27, 2026.

Campaign details here

New Key Visual

The new brand message is "Every wash makes your bare skin happy." Daily facial cleansing is not just about removing dirt, but a precious time to care for yourself. HAP+R proposes a skincare experience that brightens both your skin and mood through the pleasant feel and finish of cleansing. This key visual expresses the refreshing comfort after washing and the positive feeling of living true to oneself, through Kawatoko's natural and vibrant expression.

New Brand Message

Cleansing is the beginning of skincare.

It's not just about removing dirt.

It's time to like your bare skin a little more tomorrow than today.

There are days when things don't go well. There are times when you sigh.

Even on those days, washing with HAP+R will soothe you. It will make you look forward.

Pore dirt, old keratin, oxidized sebum.

With HAP+R facial cleansers, skincare apatite*1 "selectively removes" what is unnecessary for the skin.

Because it selectively removes, it doesn't over-remove.

It protects moisture.

The more you wash, the more you'll look forward to tomorrow.

Every time your fingertips touch, every time you look in the mirror, you'll feel a little happier with "This is good."

Every wash makes your bare skin happy.

HAP+R

Background of Asuka Kawatoko's Appointment

HAP+R proposes a comfortable skincare experience that makes both skin and mood positive through daily facial cleansing. Asuka Kawatoko, who has been appointed as the brand ambassador, is attractive for her unpretentious naturalness and radiant, healthy impression. Her image aligned with the brand image that HAP+R aims for, leading to her appointment.

Overview and Background of HAP+R Brand Movie Production

< Story >

The brand movie features Asuka Kawatoko spending a holiday moment. She accidentally falls asleep and feels a bit down... Concerned about her oily skin, she heads to the washroom. She picks up HAP+R's face scrub, enjoys the granular texture of the scrub, and washes her face carefully. Her mood softens with the pleasant sensation, and she can't help but smile at her smooth, clean skin after washing. As she finishes washing, the cloudy sky begins to clear. The brand message "Every wash makes your bare skin happy" is expressed through the change from clear skin to a positive mood.

< Production Background >

Comment from Roslyn Heyman, President & CEO, Sangi Co., Ltd.

We developed "Apalin®"*1 by applying hydroxyapatite, a type of calcium phosphate with high affinity for the human body. HAP+R Face Scrub contains this Apalin formulated as scrub particles.

We want to deliver small joys to your daily facial cleansing time through the comfortable granular feel and the smooth skin after washing. This movie embodies our desire not only for the comfort that makes your skin happy, but also for your mood to become more positive, triggered by facial cleansing.

Message from Asuka Kawatoko

Before the shoot, I used HAP+R's items to prepare my skin. A scrub that can be used with wet hands is a hero item for someone a little lazy like me. I love its soft scent and granular texture.

Seeing the words "Every wash makes your bare skin happy" has transformed my daily facial cleansing into a time to think about my bare skin. I hope the charm of HAP+R will be conveyed.

Campaign Overview

To commemorate Asuka Kawatoko's appointment as brand ambassador, a limited-time campaign will be held on Sangi's official online store, "SANGI SHOP." During the campaign period, customers who purchase eligible products will receive an original novelty gift and free shipping.

Campaign Name

Asuka Kawatoko Brand Ambassador Appointment Campaign

Campaign Period

Tuesday, July 7, 2026, 12:00 PM - Thursday, August 27, 2026, 3:00 PM

Eligible Products

HAP+R Face Scrub, Powder Wash, and Face Scrub & Powder Wash Set (3 products)

Benefits

1 Receive an original novelty "Absorbent Wristbands for Face Washing"

2 Free shipping on eligible products

*For purchases of 3,000 yen or less, which would normally incur a shipping fee of 770 yen, Sangi will cover the shipping cost.

Original Novelty: Absorbent Wristbands for Face Washing

Campaign details here

Eligible Campaign Products

Super granular, then smooth! HAP+R Face Scrub

1 The secret to the granules is apatite, a type of calcium phosphate that Sangi has researched for many years.

We created "Apalin®"*1, a skincare apatite, into granular form. The granular apatite selectively adsorbs oxidized sebum, old keratin that causes dullness*2, and pore dirt.

At the same time, it leaves the sebum necessary for moisture.

● Does not contain microbeads.

2 Each grain is rounded

It is made into rounded grains for a comfortable granular feel.

The grain size was also considered to fit into facial pores and adsorb dirt.

3 Super granular, then smooth

We also focused on a scrub-rich feel. Achieve smooth skin that you'll want to touch. Enjoy the "Clear Floral" scent that exudes cleanliness.

Product Name

HAP+R Face Scrub

Volume / Suggested Retail Price (Tax Included)

100g / 2,200 yen

Facial cleansing powder with micro-granules x enzymes approaches blackheads in pores

HAP+R Powder Wash

1 A new sensation cleansing experience with "micro-granules"

Contains "Apalin®"*1, a skincare apatite that adsorbs pore-clogging causes such as oxidized sebum, excess sebum, and old keratin, made into rounded grains. You'll feel the "subtle granules" within the fine foam, offering a new sensation.

● Does not contain microbeads.

2 Contains 2 types of enzymes

Also contains papain and lipase, 2 types of enzymes*3. Skincare apatite and enzymes work together to tackle pore dirt.

Product Name

HAP+R Powder Wash

Volume / Suggested Retail Price (Tax Included)

50g / 2,420 yen

Asuka Kawatoko Profile

Born July 10, 2002, from Fukuoka Prefecture.

Won the Grand Prix at the "18th Nicola Model Audition" in 2014.

Served as an exclusive model for the magazine "nicola" for 4.5 years.

Major appearances include "Silent Parade" (22), stage play "Komatsuza 153rd Performance 'Frois - His Death, Unrecorded -'" (25), NTV "Sensei Sayonara" (24), CX "LOVED ONE" (26), NHK Asadora "Tora ni Tsubasa" (24), etc.

Currently a regular on NHK-FM "Sakanaction Yamaguchi Ichiro ~Night Fishing Radio~."

HAP+R Brand

We want you to be yourself, whether you're wearing makeup or not. With this thought in mind, "HAP+R" was born in 2018. All products contain "Apalin®"*1, which applies hydroxyapatite, researched by Sangi for many years, to skincare. It features a "selective adsorption function" that targets and removes oxidized sebum and old keratin. The lineup includes facial cleansers and makeup removers.

HAP+R Brand Site

HAP+R Official X

HAP+R Official Instagram

Selective Adsorption Performance of Skincare Apatite "Apalin®" *1

Apalin, developed for skincare, is a type of hydroxyapatite, a calcium phosphate with high affinity for the body.

Facial cleansers incorporating Apalin, which has high functionality as a cleansing aid, selectively adsorb and remove the three factors that cause pore dirt and skin damage (excess sebum, oxidized sebum, old keratin). It leaves the sebum necessary for the skin's natural moisture, resulting in a moist finish. It supports the creation of beautiful bare skin.

Sangi Co., Ltd.

Founded in 1974, celebrating its 50th anniversary in 2024. In the 1980s, developed toothpaste containing hydroxyapatite, and in 1993, created the world's first toothpaste containing "medicinal hydroxyapatite" that prevents cavities by repairing enamel. Launched "Apadent" in 1980 and "Apalux" in 1985. The TV commercial "Celebrities Have Healthy Teeth" began airing in 1995. Since 2011, exports and OEM have been conducted in Russia, Canada, China, the EU, and 28 other countries. In 2018, launched the skincare product "HAP+R". The company name is derived from the three principles advocated by Mencius (timing, geographical advantage, and human harmony).

Sangi Co., Ltd. Official Website

< Inquiries from Customers >

Inquiries here E-mail: contact@sangi-co.com

< Inquiries from Media > Sangi Co., Ltd. Public Relations Representative E-mail: sangipr@sangi-j.co.jp 3-11-6 Tsukiji, Chuo-ku, Tokyo 104-8440 Tsukiji Square Building

*Intage SRI+ 2025, Sales Amount for High-Function Whitening Toothpaste Market, Major Series "Apalux"

*1 Hydroxyapatite (cleansing aid)

*2 Due to dirt and old keratin

*3 Cleansing ingredients

*4 Medicinal hydroxyapatite prevents cavities by replenishing the main component of teeth (repairing micro-scratches on the tooth surface, remineralizing initial cavities just before they become cavities) and adsorbing and removing plaque.