YURiiRO Launches First Men's Care Brand 'YURiiRO GENTLE', Unveiling New Line Focused on Men's Cleanliness

E-seeds Inc. is launching its first men's care brand, 'YURiiRO GENTLE', expanding from its femcare & body care brand 'YURiiRO'.

This new body care series, focusing on men's cleanliness, will be available on the official website starting July 1, 2026 (Wed).

What is YURiiRO GENTLE?

YURiiRO GENTLE inherits YURiiRO's core philosophy of 'cherishing oneself and achieving a comfortable state'.

Cleanliness is not just about grooming, but stems from taking care of oneself.

Through fragrance and skincare, it delivers natural confidence and comfort.

Fragrance Lineup

Two fragrances are offered: 'Fresh Musk' to create a refreshing and clean impression, and 'Amber Wood' to enhance a mature, sophisticated charm.

Supervised by a perfumer, these fragrances are designed to subtly scent, rather than overpower, creating a pleasant aroma in fleeting moments.

They naturally blend into daily grooming routines, projecting a clean image in various settings, from business to holidays.

This new men's care line not only imparts fragrance but also conditions the skin, adding a personal touch of cleanliness and confidence.

Brand Ambassadors

Embodying the brand's belief that 'cleanliness originates from self-care', YURiiRO GENTLE welcomes Manami Hashimoto and Kei Fubuki as brand ambassadors.

As individuals highly regarded by many men, they will communicate the value of YURiiRO GENTLE's men's care from the perspective of 'impressive cleanliness from a woman's point of view'.

By incorporating fragrance and skincare into daily habits, natural confidence emerges, leaving a positive impression on others.

YURiiRO GENTLE, together with them, aims to spread a new culture of men's grooming.

【Manami Hashimoto's Comment】

YURiiRO GENTLE conditions the skin while its natural, not-too-strong fragrance leaves a subtle, pleasant scent when one is close.

Both Fresh Musk and Amber Wood effectively enhance cleanliness.

If you want to achieve a clean look, I highly recommend men try it.

【Kei Fubuki's Comment】

For women, the 'fragrance' largely determines the first impression.

I often discuss men's fragrances on set or when talking with friends.

If a male friend used YURiiRO GENTLE, I'd be intrigued, thinking, 'Wow! That smells amazing!'

Product Features

YURiiRO GENTLE Gentle Oil Mist

Developed with the concept of 'wearing cleanliness through fragrance', this two-layer multi-oil mist can be used on the face, body, and hair.

Its dual structure, combining a water layer and an oil layer, provides moisture to dry skin and hair while offering a light, non-sticky feel. It easily integrates into daily grooming, with a refreshing and pleasant scent leading to a clean impression.

Available in two perfumer-supervised scents, 'Fresh Musk' and 'Amber Wood', it creates a favorable impression in various situations, from business to leisure. It proposes a new men's self-care experience, combining skincare and fragrance in one product.

YURiiRO GENTLE Gentle Scrub Wash

Developed with the concept of 'Cleanliness starts with daily cleansing', this scrub wash is for the face and body.

Its scrub gently polishes the skin while thoroughly washing away old dead skin cells, sebum, and sweat-induced stickiness.

By caring for dirt that daily cleansing alone cannot remove, it leads to a clean skin appearance.

Furthermore, it leaves the skin feeling refreshed without tightness and preserves moisture.

Used in conjunction with the Oil Mist, it allows for a more enjoyable fragrance experience and provides total support for cleanliness from head to toe.

Product Overview

YURiiRO GENTLE Gentle Oil Mist

Volume: 100mL Fragrances: Fresh Musk, Amber Wood Regular Price: 7,755 yen (tax included)

YURiiRO GENTLE Gentle Scrub Wash

Volume: 200mL Fragrances: Fresh Musk, Amber Wood Regular Price: 4,928 yen (tax included)

Company Overview

Company Name: E-seeds Inc. Headquarters: 104-0061

Ginza Otake Bidex Building 2F, 1-22-11 Ginza, Chuo-ku, Tokyo URL: https://ec.e-seeds.co.jp/bs/yuriiro/index.html Established: October 2023