New Oral Care Standard for the Reiwa Era: 'No Scraping, No Disturbing, Just Conditioning' – "POWINK Hydra Oral Gel" Debuts June 4th

POWLAB Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Hiroyuki Hatakeyama; hereinafter POWLAB) will pre-release "POWINK Hydra Oral Gel," which advocates a new oral care standard for the Reiwa era, at PLAZA stores nationwide and on the POWINK online shop starting June 4, 2026. ■ Development Background POWINK is a wellness brand born from POWLAB Co., Ltd., which has a mission to "reboot sensibility." In today's information-saturated world, we want to cherish the "richness of choosing with one's own senses." What we focused on as an entry point was the daily habit of "tooth brushing." We brush our teeth tens of thousands of times in our lives. That's why we wondered if we could update this time to not just remove dirt, but to condition ourselves and switch our mood. From this idea, the development of POWINK Hydra Oral Gel began. During development, a survey was conducted with 231 men and women in their 20s to 40s. Approximately 70% of respondents answered "whitening effect" and "bad breath prevention" when asked what they prioritize when choosing toothpaste. To respond to these "real voices," we thoroughly pursued formulation, flavor, and usability for about one year. We aimed to achieve both comfort that makes you want to use it every day and a definite sense of efficacy. Furthermore, because it is something used repeatedly every day, we also focused on ingredient design. As a result of re-examining the essence of oral care, POWINK is committed to using as many naturally derived ingredients as possible. Toothpaste used to be a consumable item costing a few hundred yen. However, in the era of 100-year lifespans, the oral environment has changed to become deeply involved not only in health but also in daily comfort and impression. The era is changing from toothpaste as a "daily necessity" to "self-investment." Tooth brushing is no longer just a routine, but self-care to condition oneself. It's time that is gentle on oneself and the earth. And it conditions your mood every day. POWINK proposes a new oral care habit. ■ Analyzing the features of POWINK Hydra Oral Gel! 1. 【No Scraping*】 What is Disintegrating Silica*3? It lifts dirt with large particles, changes to a gentle sensation, and then becomes finer to clean gaps. Because it is low-abrasive, it has a low risk of damaging tooth enamel, dentin, and delicate gums, and is also compatible with electric toothbrushes. 2. 【No Disturbing】 A new habit that keeps bacteria away with seaweed-derived "Mill Extract" It fundamentally suppresses the formation of "biofilm (bacterial film)" that causes bad breath, cavities, and discoloration*1. Adsorption inhibitory action: Prevents bacteria from adhering to the tooth surface and blocks the accumulation of dirt. Recommended amount: Mill Extract is blended in the recommended amount against biofilm, which is difficult to remove once formed. It conditions the oral environment and cares for bothersome odors. 3. 【Conditioning】 Maintains tooth condition and oral moisture With each brushing, it replenishes "tooth health" and "moisture," leading to an oral environment where problems are less likely to occur. • Marine Apatite*4 Contains hydroxyapatite (cleaning agent), which is also found in the main component of teeth. It smooths the tooth surface, adsorbs dirt, and removes it through brushing. It leads to naturally white and shiny teeth. • Hyaluronic Acid Na & Honey*7 (moisturizing) Contains "Hyaluronic Acid Na," which can hold 6 liters of water per gram, and "honey," a natural moisturizer. It moisturizes the mouth and supports a comfortable oral environment. What is POWINK's proposed new oral care standard for the Reiwa era: "no scraping, no disturbing, just conditioning"? 【POINT 1: No Scraping*】 Uses disintegrating silica*3 to gently remove dirt from teeth. 【POINT 2: No Disturbing】 Contains a recommended amount of naturally derived oral care ingredient "seaweed-derived Mill Extract" to prevent bad breath and discoloration. 【POINT 3: Conditioning】 ・Contains marine apatite*4 to protect tooth health and whiteness with every brushing. ・Moisturizes the mouth with hyaluronic acid Na and honey*7. ■ Commitment to Flavor and Gel Carefully selected Earl Grey flavor What we focused on was the overwhelming "reproducibility of Earl Grey" the moment it enters the mouth. From the refreshing citrus top note of bergamot to the rich lingering aftertaste of black tea. After repeated trials, we created a flavor that overturns the concept of toothpaste gel, making it feel like tasting Earl Grey tea. Charm of "Urupuru" Gel ・"Highly adhesive penetrating gel" that doesn't miss gaps Because it has a higher viscosity and is softer than paste toothpaste, the ingredients tend to stay on the tooth surface longer, enhancing their effectiveness, and also expecting a cavity prevention effect*1. ・Less foam, allowing for careful brushing.