[Event Report] Femcare Brand iroha Exhibits at Beauty World Japan Tokyo

The femcare brand 'iroha'*1, developed by TENGA Co., Ltd. (Chuo-ku, Tokyo / CEO: Koichi Matsumoto), exhibited at the comprehensive beauty trade show 'Beauty World Japan Tokyo'*2 for three days from Monday, May 18, to Wednesday, May 20, 2026.

On the first day of the exhibition, a talk seminar was held featuring obstetrician, gynecologist, and MD Dr. Mi-Hyun Song as a guest. In front of numerous attendees, including beauty industry professionals, iroha presented its unique perspective on 'a new form of beauty brought about by physical and mental fulfillment.'

*1: The femcare brand 'iroha' operates three sub-brands: the Pleasure Item®*3 brand 'iroha', the delicate zone care brand 'iroha INTIMATE CARE', and the sexual healthcare brand 'iroha Healthcare'.

*2: The exhibition is targeted at professionals working in the beauty industry or those planning to open businesses. 'Visitor pre-registration' is required for admission.

*3: 'Pleasure Item®' is a registered trademark of TENGA Co., Ltd.

Seminar Introduction: [The New Vision of Comprehensive Femcare]

At the beginning of the seminar, Mio Matsushita from iroha's PR department introduced the history of iroha, which is entering its 14th year, and the thoughts behind its new brand statement, 'Live, Enjoy, Cherish.'

iroha has established a framework that comprehensively supports women, ranging from daily delicate zone care and healthcare supporting vaginal and physical health, to self-pleasure that draws out beauty from within.

Matsushita explained the meaning of the new brand statement and emphasized that this system of comprehensively supporting women and being a constant presence in their lives is the greatest strength of iroha as a Japan-born femcare brand.

She also shared future prospects, stating, 'Just as delicate zone care has become mainstream over the past decade, we believe that the relationship between self-pleasure and beauty will become widely recognized as standard care in the coming years.'

Furthermore, for the beauty industry professionals in attendance, iroha unveiled the 'Beauty Slope,' a step-based proposal model designed to gradually elevate customers' beauty awareness by linking these three care steps.

Seminar Part 1: [The Benefits of Self-Care Unravelled from a Medical Perspective]

Taking the stage in the first part, Dr. Mi-Hyun Song touched upon the growing interest in sexual wellness within the beauty industry in recent years. She spoke about the importance of viewing sexual topics positively, saying, 'I want more people to know about the virtuous cycle of fulfilling the senses of personal enjoyment and comfort, which further leads to becoming more beautiful.'

During the seminar, she explained the following points as physical and mental approaches based on general medical mechanisms of the body.

*The following are insights regarding medically recognized mechanisms of bodily functions.

1. Cultivating Happiness and Relaxation
Self-pleasure stimulates the secretion of oxytocin, commonly known as the 'happiness hormone,' and dopamine, which supports vitality. This fulfills the mind, balances the autonomic nervous system, and promotes high-quality sleep and stress reduction.

2. Approach to Circulation
Self-pleasure, which can be done at one's own timing without worrying about anyone else, brings comfortable sensations and deep satisfaction. This makes the parasympathetic nervous system dominant and guides the body into a relaxation mode. Blood circulation throughout the body, especially around the pelvis, becomes smoother, which is expected to help maintain healthy skin.

3. Approach through Pleasant Rhythm
Upon reaching orgasm, a woman's pelvic floor muscles contract rhythmically at intervals of approximately 0.8 seconds. This movement is characterized by its linkage with the deep abdominal muscles (the 'transversus abdominis,' which acts like a corset). By naturally stimulating these inner muscles, which are difficult to consciously move in daily life, it supports the foundation for creating a toned body image. In addition, the mechanism of preparing the mind and body into a comfortable, relaxed state was introduced, such as the secretion of neurotransmitters like endorphins and serotonin, which refresh the mind and lead to a positive mood.

Finally, Dr. Song concluded, 'Sexuality is not something to be ashamed of; it is vital self-care connected to our beauty, health, and pleasure. Aiming for a society where we can talk more positively and openly, I hope this seminar serves as a catalyst for self-love—knowing and cherishing one's own body.'

*Dr. Song's explanation in this section (Part 1) does not indicate specific product specifications, usage instructions, or direct efficacy resulting from the introduction of a specific product.