Hinna, a brand that supports women's "fluctuations," proposes to establish a new healthcare culture

Hinna is a self-care brand that gently supports each individual by addressing the hard-to-verbalize physical and mental changes, or "fluctuations."

As such, by accumulating product development and information dissemination, we aim to create a "culture of facing women's fluctuations" and establish it in society.

Our company endorses April Dream, an initiative to make April 1st a day for sharing 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 fosters 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 by 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. Convey invisible "fluctuations" as specific words and scenarios of physical and mental changes, providing opportunities for awareness.

2. Propose options through product development and information dissemination, so that 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 will continue to propose new options for gently dealing with "fluctuations" through products, services, and information dissemination.

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

We believe it grows little by little, as the awareness and choices of each individual accumulate.

Hinna wants to be the starting point, a brand that creates and disseminates this culture together with everyone. This is the dream we have entrusted to April Dream, a dream we want to realize in the future.

Current Initiatives

Proposing opportunities for awareness

We disseminate reading materials and explanatory content that "gently pick up on fluctuations," such as introducing changes that are likely to occur by age group and scenario.

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

https://www.santelabo.jp/blog/womens_talk_of_postpartum_incontinence/

Providing options for facing "fluctuations"

We deliver knowledge, ways of thinking, and products so that each person can incorporate self-care that suits them into their daily lives without difficulty.

Content Distribution ・Care for ○○○ you should try to boost self-esteem (Official online site hinna):

https://www.santelabo.jp/blog/analyst1/

・Where are the pelvic floor muscles? Correct tightening methods and easy training goods (Official online site hinna):

https://www.santelabo.jp/blog/pelvic_floor_muscle_training/

Product Development to Address "Fluctuations"

・Gentleness remains, with a reassuring support. "Hold Bra / Full Shorts"

Designed without elastic, the melting rib knit fits the body. These organic cotton innerwear items do not constrict key points of the body's "circulation," which greatly affects women's condition, allowing for stress-free wear.

Product Name: hinna Fuwa Rib Organic Cotton Hold Bra

Colors: Natural / Heather Gray

Sizes: M / L / LL / 3L

Standard Retail Price: (M / L) 5,280 yen (tax included)

(LL / 3L) 5,780 yen (tax included)

Product Page:

(M / L)https://www.santelabo.jp/c/series/organiccotton_item/h0290063

(LL / 3L)https://www.santelabo.jp/c/series/organiccotton_item/h0290063-b

Product Name: hinna Fuwa Rib Organic Cotton Full Shorts

Colors: Natural / Heather Gray

Sizes: S-M / M-L / L-LL / LL-3L

Standard Retail Price: (S-M / M-L) 3,190 yen (tax included)

(L-LL / LL-3L) 3,490 yen (tax included)

Product Page:

(S-M / M-L)https://www.santelabo.jp/c/series/organiccotton_item/h0290064

(L-LL / LL-3L)https://www.santelabo.jp/c/series/organiccotton_item/h0290064-b

・"Comfort," "peace of mind," and "easy care" are all thoroughly simple. "Absorbent Shorts" The Aqua Tech series was born from carefully addressing every concern associated with absorbent shorts: the thickness, bulkiness, hassle, and comfort. These shorts have a simple construction with no seams or tapes, allowing you to feel "as usual."

Product Name: hinna Absorbent Sanitary Shorts Daily

Colors: Charcoal Gray / Cocoa Beige / Terracotta / Coral Beige

Sizes: S / M / L / LL

Standard Retail Price: 3,990 yen (tax included)

Product Page:https://www.santelabo.jp/c/brand/hinna/h0290002

Finally

Fluctuations exist as many as there are people.

Just as personalities and life stages differ, so do their manifestations and how they are perceived by each individual.

Some may be easily aware, while others might overlook them as "just the usual thing."

Hinna aims to make these small discomforts and instabilities visible as important signs for understanding oneself, rather than dismissing them as "overthinking" or "unavoidable."

Realizing, "This too was a fluctuation."

That is the first step towards paying attention to and caring for one's own body and mind.

By visualizing fluctuations with specific words and scenarios and providing hints on how to deal with them, we aim to contribute to a society where correct knowledge and care options for women's fluctuations are expanded, and everyone can feel positive about their body and mind.

That is "hinna."

What is hinna?

Women's ever-fluctuating minds and bodies. Unfasten the constricting "shoulds" and find time to simply be comfortable. Time to listen intently and turn your attention inward.

Hinna is a brand born to gently accompany such moments. It approaches the "fluctuations" of women across a wide range of generations and develops self-care items that solve women's unique concerns.

hinna Online Store: https://www.santelabo.jp/f/hinna

hinna Instagram: https://www.instagram.com/hinna_femcare/