Intimate Care Brand "laugh." Series Cumulative Sales Exceed 3.5 Million Units

Intimate care brand "laugh." (headquartered in Toshima-ku, Tokyo; Representative Director: Chihiro Hayashi) has announced that its intimate care series has surpassed 3.5 million units in cumulative sales.

Sales have increased by approximately 500,000 units in the past six months, indicating that the new value of "intimate care chosen by fragrance" in femcare is steadily gaining traction among consumers.

Two key reasons why the laugh. series is chosen:

Intimate care chosen by fragrance

laugh. has proposed intimate care as an accessible self-care item, something that can be incorporated into daily life with the same ease as choosing a body soap, rather than being something special.

laugh. consistently offers over five types of fragrances, aiming for self-care items that uplift customers' moods.

In addition to Pure Musk and Sweet Bouquet, "Aqua Lavender," which was previously offered as a limited edition fragrance, has now been added to the regular lineup due to strong customer demand.

By choosing fragrances according to mood and occasion, laugh. aims to make intimate care a more positive and easily integrated part of daily life.

Skin-friendly formulation design

laugh. adopts a 10-free formulation design that considers delicate skin, pursuing a comfortable user experience that can be easily incorporated into daily care.

By focusing not only on fragrance but also on texture and feel, laugh. achieves "comfort that is easy to continue."

laugh. proposes intimate care not as a special treatment, but as an extension of daily self-care.

Future Outlook

laugh. has continued to create products that resonate with senses such as fragrance, design, and user experience, aiming to "create a society where intimate care is a natural choice for everyone."

The achievement of 3.5 million cumulative sales and the sales growth in the past six months are evidence that intimate care is being accepted as a "familiar option" by consumers.

Moving forward, while valuing the balance between the joy of choosing by fragrance and skin-friendly formulation design, laugh. will further expand the value of intimate care as "one of the familiar self-care routines" so that it naturally integrates into the daily lives of more people.

Product Features

laugh. offers Intimate Wash and Intimate Cream as basic care.

Intimate Wash is a gentle foam type for delicate areas, where fluffy foam envelops dirt and gently cleanses. Intimate Cream can be used in the shower and addresses dryness, dullness*¹, and odor*².

Additionally, laugh. offers a diverse lineup of supplementary care products, such as Intimate Fresh Mist for instant refreshment on the go, and Intimate Wipes, recommended for those who want hygienic and easy care.

*1 Skin impression due to dryness *2 Masking effect by fragrance

≪Basic Care≫

laugh. Intimate Wash

Intimate Wash

A foam-type, mildly acidic intimate zone soap. It contains CICA ingredients*¹ that help condition the skin and provide excellent moisturizing power. Its unique flora design creates rich foam to remove dirt and addresses bothersome odors*².

*¹ Madecassoside, pentylene glycol, water *² Due to cleansing effect

laugh. Intimate Cream

Intimate Cream

A moisturizing cream that can be used on wet skin. It is a rinse-off intimate care cream rich in beauty ingredients. It addresses not only odor*³ but also dullness*⁴ and dryness while moisturizing.

*³ Masking effect by fragrance *⁴ Skin impression due to dryness

≪Easy +α Care≫

laugh. Intimate Fresh Mist

Intimate Fresh Mist

Spray anytime, anywhere when you're concerned! This intimate care mist fits perfectly in a pouch, making it convenient to carry. It refreshes odors*⁵ instantly while caring for the skin. Recommended as a daily care item for when you're out and about and feel concerned.

*⁵ Masking effect by fragrance

laugh. Wipy

Intimate Wipy

Individually packaged, convenient intimate zone wet wipes for on-the-go.

Provides a refreshing feeling after use, and contains abundant ingredients to prevent skin dryness. The material is also skin-friendly natural material (100% rayon) for peace of mind.

laugh. Hair Remover (Product name: Yakuyou Sovol-53)

Hair Remover

Depilatory cream that can be used on the entire body, from fine body hair to underarm hair*⁶.

*⁶ Please refer to the product instructions for specific usage areas and precautions.