The Breath Co., a Rapidly Growing Mouthwash Brand Worldwide, Wins LIPS Best Cosme 2026 First-Half Obsession Award
Key facts
- The Breath Co., a Rapidly Growing Mouthwash Brand Worldwide, Wins LIPS Best Cosme 2026 First-Half Obsession Award
- The Breath Co., a U.S.-developed, alcohol-free mouthwash brand, has been awarded 2nd place in the Oral Care & Breath Freshening category at the LIPS Best Cosme 2026 First-Half Obsession Awards. The brand is gaining popularity in Japan, especially among younger consumers, and has also ranked No.1 on @cosme.
- Source: PR Times
- Date: June 17, 2026
Direct answer
The Breath Co., a U.S.-developed, alcohol-free mouthwash brand, has been awarded 2nd place in the Oral Care & Breath Freshening category at the LIPS Best Cosme 2026 First-Half Obsession Awards. The brand is gaining popularity in Japan, especially among younger consumers, and has also ranked No.1 on @cosme.
- Citation
- The Breath Co., a Rapidly Growing Mouthwash Brand Worldwide, Wins LIPS Best Cosme 2026 First-Half Obsession Award (June 17, 2026), PR Times
- Source
- PR Times
- Date
- June 17, 2026
The Breath Co., a U.S.-developed, alcohol-free mouthwash brand, has been awarded 2nd place in the Oral Care & Breath Freshening category at the LIPS Best Cosme 2026 First-Half Obsession Awards. The brand is gaining popularity in Japan, especially among younger consumers, and has also ranked No.1 on @cosme.
📋 Article Processing Timeline
- 📰 Published: June 17, 2026 at 01:00
- 🔍 Collected: June 16, 2026 at 16:17
- 🤖 AI Analyzed: June 16, 2026 at 16:51 (33 min after Collected)
The Breath Co. (The Breath Co.), a top-selling alcohol-free mouthwash brand in the U.S. developed by an American dentist and distributed by Graphico Co., Ltd. (CEO: Michael Reid), has won 2nd place in the Oral Care category of the LIPS Best Cosme 2026 First-Half Obsession Award, selected by beauty and cosmetics enthusiasts.
*Based on brand sales. Source: Circana survey (52 weeks up to November 30, 2025).
About the LIPS Best Cosme 2026 First-Half Obsession Award
The LIPS Best Cosme 2026 First-Half Obsession Award is based on real user reviews posted on LIPS, a beauty platform with approximately 14 million cumulative app downloads.
The Breath Co. is a breath-freshening mouthwash developed by an American dentist. It is available in over 50 countries worldwide and is a bestseller on Amazon with over 90,000 reviews, making it a rapidly growing brand globally.
In Japan, since its nationwide launch in drugstores in October 2025, it has been selected as No.5 in Nikkei Trendy's "Top 100 Hits Predicted for 2026" (December 2025 issue, released November 4, 2025) and ranked No.1 on @cosme's user review rankings, attracting attention especially among younger consumers.
It is particularly praised in user reviews for its effective breath care and refreshing sensation without the stinging feeling.
*1: As of January 2026
*2: Performance in the U.S. as of January 2026
*3: Mild Mint. Mouthwash & Spray category. Period: September 1, 2025 – November 30, 2025
Product Overview
Product Name: The Breath Co. Oral Rinse Mild Mint / Icy Mint / Rainforest Mint
Volume: 500mL
Manufacturer's Suggested Retail Price: ¥1,760 (tax included)
Sales Channels: Nationwide drugstores, variety stores, online stores
Product Features
The Breath Co. is an oral care brand developed in 1993 by Dr. Harold Katz, an American dentist, bacteriologist, and bad breath specialist.
Dr. Katz conducted research to help his daughter who suffered from severe bad breath that couldn't be resolved by conventional methods, leading to the creation of The Breath Co. Since then, people around the world struggling with bad breath have incorporated The Breath Co. into their daily oral care routines.
Dr. Harold Katz
◎Balances oral environment* and prevents unpleasant breath for extended periods
Triple-action approach to the causes of bad breath. By balancing the oral environment*, fresh breath lasts longer.
*Removes debris and creates a clean environment.
◎Alcohol-free across all products – gentle and non-stinging*
All products are alcohol-free, making them suitable even for those sensitive to irritation.
*Not guaranteed to be irritation-free for all individuals.
◎Cares for the future of your teeth with attention to "pH balance"
Tooth enamel begins to demineralize at a pH of approximately 5.5.
The Breath Co. is developed with attention to a pH level that minimizes enamel demineralization.
*Demineralization refers to the dissolving of the tooth surface (enamel) by acid.
◎Carefully selected ingredients based on strict standards because it's used daily
Because it's used daily, we are committed to gentle ingredients and meaningful choices, aiming for safe and reliable oral care.
Gluten-free, vegan-friendly, not tested on animals, paraben-free, no artificial coloring, naturally derived flavors, sulfate-free, saccharin-free
How to Use
After brushing, take about 10mL (approximately one-third of the cap) into your mouth, swish and rinse for about 90 seconds, then spit out.
Recommended usage: Twice daily for those 18 and over; once daily for those aged 12 to 17.
*No need to rinse with water after use.
*Avoid eating or drinking for about 5 minutes after use.
*Use in addition to daily tooth brushing.
About The Breath Co.
The Breath Co. is an oral care brand developed by American dentist Dr. Harold Katz to solve his daughter's severe bad breath. Since its founding in 1993, it has been loved by people worldwide who struggle with bad breath.
In its home country, the U.S., it is the No.1 brand in the non-alcohol mouthwash market*1 and is available in over 50 countries*2, gaining global recognition.
*1: Based on brand sales. Source: Circana survey (52 weeks up to May 25, 2025)
*2: As of January 2026
□Brand Website
https://www.thebreathco.jp/
□Graphico Official LINE Account
We deliver the latest store information and sale updates. Register as a friend here:
https://liff.line.me/1653813131-N3xwx892/landing?follow=%40bbw3504o&lp=dcxVnA&liff_id=1653813131-N3xwx892
□Official X (formerly Twitter)
https://x.com/thebreathco_jp
□Official Instagram
https://www.instagram.com/thebreathco_jp/
Graphico Co., Ltd. Company Overview
Graphico Co., Ltd.
A manufacturer that produces, sells, and imports cosmetics, daily necessities, and health foods. Established in 1996 as a design and planning company. Leveraging expertise in product planning, promotional planning, packaging design, and advertising communication for major cosmetics and food manufacturers, it launched its own products in 2004, transitioning into a manufacturing company. Since then, it has introduced numerous hit products to the market, primarily targeting women. In 2024, it became a 100% subsidiary of Church & Dwight Co. (listed on the New York Stock Exchange).
*Based on brand sales. Source: Circana survey (52 weeks up to November 30, 2025).
About the LIPS Best Cosme 2026 First-Half Obsession Award
The LIPS Best Cosme 2026 First-Half Obsession Award is based on real user reviews posted on LIPS, a beauty platform with approximately 14 million cumulative app downloads.
The Breath Co. is a breath-freshening mouthwash developed by an American dentist. It is available in over 50 countries worldwide and is a bestseller on Amazon with over 90,000 reviews, making it a rapidly growing brand globally.
In Japan, since its nationwide launch in drugstores in October 2025, it has been selected as No.5 in Nikkei Trendy's "Top 100 Hits Predicted for 2026" (December 2025 issue, released November 4, 2025) and ranked No.1 on @cosme's user review rankings, attracting attention especially among younger consumers.
It is particularly praised in user reviews for its effective breath care and refreshing sensation without the stinging feeling.
*1: As of January 2026
*2: Performance in the U.S. as of January 2026
*3: Mild Mint. Mouthwash & Spray category. Period: September 1, 2025 – November 30, 2025
Product Overview
Product Name: The Breath Co. Oral Rinse Mild Mint / Icy Mint / Rainforest Mint
Volume: 500mL
Manufacturer's Suggested Retail Price: ¥1,760 (tax included)
Sales Channels: Nationwide drugstores, variety stores, online stores
Product Features
The Breath Co. is an oral care brand developed in 1993 by Dr. Harold Katz, an American dentist, bacteriologist, and bad breath specialist.
Dr. Katz conducted research to help his daughter who suffered from severe bad breath that couldn't be resolved by conventional methods, leading to the creation of The Breath Co. Since then, people around the world struggling with bad breath have incorporated The Breath Co. into their daily oral care routines.
Dr. Harold Katz
◎Balances oral environment* and prevents unpleasant breath for extended periods
Triple-action approach to the causes of bad breath. By balancing the oral environment*, fresh breath lasts longer.
*Removes debris and creates a clean environment.
◎Alcohol-free across all products – gentle and non-stinging*
All products are alcohol-free, making them suitable even for those sensitive to irritation.
*Not guaranteed to be irritation-free for all individuals.
◎Cares for the future of your teeth with attention to "pH balance"
Tooth enamel begins to demineralize at a pH of approximately 5.5.
The Breath Co. is developed with attention to a pH level that minimizes enamel demineralization.
*Demineralization refers to the dissolving of the tooth surface (enamel) by acid.
◎Carefully selected ingredients based on strict standards because it's used daily
Because it's used daily, we are committed to gentle ingredients and meaningful choices, aiming for safe and reliable oral care.
Gluten-free, vegan-friendly, not tested on animals, paraben-free, no artificial coloring, naturally derived flavors, sulfate-free, saccharin-free
How to Use
After brushing, take about 10mL (approximately one-third of the cap) into your mouth, swish and rinse for about 90 seconds, then spit out.
Recommended usage: Twice daily for those 18 and over; once daily for those aged 12 to 17.
*No need to rinse with water after use.
*Avoid eating or drinking for about 5 minutes after use.
*Use in addition to daily tooth brushing.
About The Breath Co.
The Breath Co. is an oral care brand developed by American dentist Dr. Harold Katz to solve his daughter's severe bad breath. Since its founding in 1993, it has been loved by people worldwide who struggle with bad breath.
In its home country, the U.S., it is the No.1 brand in the non-alcohol mouthwash market*1 and is available in over 50 countries*2, gaining global recognition.
*1: Based on brand sales. Source: Circana survey (52 weeks up to May 25, 2025)
*2: As of January 2026
□Brand Website
https://www.thebreathco.jp/
□Graphico Official LINE Account
We deliver the latest store information and sale updates. Register as a friend here:
https://liff.line.me/1653813131-N3xwx892/landing?follow=%40bbw3504o&lp=dcxVnA&liff_id=1653813131-N3xwx892
□Official X (formerly Twitter)
https://x.com/thebreathco_jp
□Official Instagram
https://www.instagram.com/thebreathco_jp/
Graphico Co., Ltd. Company Overview
Graphico Co., Ltd.
A manufacturer that produces, sells, and imports cosmetics, daily necessities, and health foods. Established in 1996 as a design and planning company. Leveraging expertise in product planning, promotional planning, packaging design, and advertising communication for major cosmetics and food manufacturers, it launched its own products in 2004, transitioning into a manufacturing company. Since then, it has introduced numerous hit products to the market, primarily targeting women. In 2024, it became a 100% subsidiary of Church & Dwight Co. (listed on the New York Stock Exchange).
FAQ
What is The Breath Co.?
A non-alcohol mouthwash developed by a U.S. dentist, specializing in bad breath care. Available in over 50 countries.
What award did it win at LIPS Best Cosme 2026?
Ranked 2nd in the Oral Care & Breath Freshening category, based on real user reviews.
What are the key features of The Breath Co.?
Alcohol-free, gentle formula with long-lasting freshness and pH-balanced to protect tooth enamel.
Where can I buy it?
Available at drugstores, variety stores, and online across Japan. 500mL for ¥1,760 (tax included).
Who developed The Breath Co.?
Developed in 1993 by Dr. Harold Katz, a U.S. dentist and bacteriologist, to help his daughter with chronic bad breath.