"hinna," a Brand Supporting Women's "Fluctuations," Aims to Establish a New Healthcare Culture

"hinna" is a self-care brand that gently supports individuals as they face the physical and mental changes, often difficult to put into words, referred to as "fluctuations."

As such a presence, through continuous product development and information dissemination, we aim to create and establish in society a "culture of addressing women's fluctuations."

Our company endorses April Dream, an initiative to make April 1st a day to express dreams. This press release represents the dream of "hinna," a self-care brand operated by El Rose Co., Ltd. (Headquarters: Fukui City, Fukui Prefecture).

Towards a brand that cultivates a "healthcare culture" that values one's own rhythm

The dream hinna envisions is to foster a new healthcare culture where each individual can live valuing their own rhythm, rather than treating "fluctuations" as something negative.

We believe this can be achieved by:

Becoming aware of one's own "fluctuations"

Facing one's "fluctuations"

To this end, we at hinna will:

1. Provide opportunities for awareness by communicating hard-to-see "fluctuations" as concrete words and situations related to physical and mental changes.

2. Propose options through product development and information dissemination, so individuals can correctly understand "fluctuations" and find ways to deal with them that suit themselves.

It is natural for daily condition and mood to fluctuate with seasons, environment, and life stages.

Starting from customer feedback, hinna continues to propose new options for gently managing "fluctuations" through products, services, and information dissemination.

Of course, a new healthcare culture is not something a brand alone can create.

We believe it grows little by little through the accumulation of awareness and choices made by each individual consumer.

hinna aims to be the starting point, a brand that creates and disseminates this culture together with everyone. This is the dream we have embedded in April Dream, which we wish to realize in the future.

Current Initiatives

Offering opportunities for awareness

We are disseminating reading materials and explanatory content that "gently pick up on fluctuations," introducing changes that are common to different age groups and situations.

We, who suffer from postpartum urinary incontinence. (Official online site hinna):

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