Pigeon Launches "Urumom" Maternity Mouthwash for Gentle Oral Cleansing During Pregnancy, Offering a Water-Like Feel
Pigeon Corporation is launching "Watery Mouthwash Urumom For mom," a new maternity mouthwash designed for the delicate oral conditions during pregnancy, on May 25, 2026. It features a water-like feel and low-irritation design, supporting oral care for pregnant women who find brushing difficult due to morning sickness or other conditions.
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- 📰 Published: May 12, 2026 at 20:00
- 🔍 Collected: May 12, 2026 at 11:31
- 🤖 AI Analyzed: May 13, 2026 at 07:34 (20h 2m after Collected)
Pigeon Corporation (Headquarters: Tokyo; President: Ryo Yano) will launch "Watery Mouthwash Urumom For mom," a maternity mouthwash focusing on the delicate oral conditions during pregnancy, on Monday, May 25, 2026. It will be available at the Pigeon official online shop (https://shop.pigeon.co.jp/products/1046472), as well as official Pigeon stores on major e-commerce malls (*1) and Amazon.co.jp (*2).
In advance of the official launch, pre-orders will begin on Tuesday, May 12, 2026, at the Pigeon official online shop, official Rakuten Ichiba store, and Amazon.co.jp. During the pre-order period, points will be +9x at the Pigeon official online shop, and advantageous point-up campaigns will also be conducted at the official Rakuten Ichiba store and Amazon.co.jp.
This product is a low-irritation mouthwash designed to be used without difficulty even during periods when physical condition changes make one sensitive to scents and stimuli, pursuing a "water-like feel."
■ For mothers in periods when brushing is difficult: Proposing sustainable oral care
Pregnancy is said to be a period when it is often difficult to maintain a good oral environment due to hormonal changes. On the other hand, due to changes in physical condition, putting a toothbrush in the mouth or the scent, taste, and irritation of general oral care products can often feel burdensome.
Our survey (*3) showed that about 70% of pregnant women who experienced morning sickness responded that they "could not brush as carefully as before pregnancy," and interviews (*4) revealed that some women were only rinsing with water. Therefore, we pursued a "water-like feel" that gently blends into the delicate mouths of pregnant women. We adopted an additive-free formula that does not use coloring agents, fragrances, alcohol, or parabens, suppressing irritation and refreshing sensation. By focusing on a gentle mouthfeel, we propose a new option that is easy to use for delicate mouths during pregnancy and allows for continuous oral care without difficulty.
*1 Official Rakuten Ichiba store, official Yahoo! Shopping store, official Qoo10 store
*2 Amazon, Amazon.co.jp, and their logos are trademarks of Amazon.com, Inc. or its affiliates.
*3 Pigeon survey on oral care, February 2025 (n=300) Target: Mothers who experienced moderate or severe morning sickness during pregnancy (symptoms present but subsided with rest) and are currently pregnant or have children aged 0-3 months.
*4 Pigeon survey on maternity oral care, May 2024 (n=6) Target: Mothers who experienced moderate or severe morning sickness during pregnancy (symptoms present but subsided with rest) and are currently pregnant or have children aged 0-3 months.
■ Born from the President's direct project "PFA"
PFA (Pigeon Frontier Awards) is a President-led project that solicits free ideas and new business concepts from all Pigeon employees, recognizes excellent proposals, and nurtures and promotes them with a view to future commercialization. This product was born from the strong desire of members, transcending departmental and occupational boundaries, to "want mothers to cherish themselves," addressing the oral environment concerns unique to pregnancy through repeated verification and improvement.
Supporting employee challenges ~PFA (Pigeon Frontier Awards)~
https://www.pigeon.co.jp/sustainability/social_top/human_resource/
■ PFA Leader Comment (Kanako Ito, Creative Design G)
This project was triggered when one of three同期 (colleagues) who were new employees at the time learned about the difficulty and importance of brushing teeth during pregnancy. Through repeated interviews with mothers who actually experienced morning sickness, it became clear that the severity of morning sickness varies from person to person, and that there are indeed mothers who find it difficult to brush their teeth. With the desire to empathize with that difficulty even a little, we focused on creating a mouthwash with a water-like feel. We hope that by mothers feeling comfortable, it will lead to a healthy future for their babies.
■ Product Features
① Mouthwash with a "water-like feel" for pregnant women
During pregnancy, hormonal changes and physical condition can make one sensitive to scents, tastes, and stimuli. This product uses a low-irritation, fragrance-free formula, minimizing the use of ingredients that impart refreshing sensations or flavors. With a new sensation of a water-like feel, it is suitable for delicate mouths during pregnancy.
In advance of the official launch, pre-orders will begin on Tuesday, May 12, 2026, at the Pigeon official online shop, official Rakuten Ichiba store, and Amazon.co.jp. During the pre-order period, points will be +9x at the Pigeon official online shop, and advantageous point-up campaigns will also be conducted at the official Rakuten Ichiba store and Amazon.co.jp.
This product is a low-irritation mouthwash designed to be used without difficulty even during periods when physical condition changes make one sensitive to scents and stimuli, pursuing a "water-like feel."
■ For mothers in periods when brushing is difficult: Proposing sustainable oral care
Pregnancy is said to be a period when it is often difficult to maintain a good oral environment due to hormonal changes. On the other hand, due to changes in physical condition, putting a toothbrush in the mouth or the scent, taste, and irritation of general oral care products can often feel burdensome.
Our survey (*3) showed that about 70% of pregnant women who experienced morning sickness responded that they "could not brush as carefully as before pregnancy," and interviews (*4) revealed that some women were only rinsing with water. Therefore, we pursued a "water-like feel" that gently blends into the delicate mouths of pregnant women. We adopted an additive-free formula that does not use coloring agents, fragrances, alcohol, or parabens, suppressing irritation and refreshing sensation. By focusing on a gentle mouthfeel, we propose a new option that is easy to use for delicate mouths during pregnancy and allows for continuous oral care without difficulty.
*1 Official Rakuten Ichiba store, official Yahoo! Shopping store, official Qoo10 store
*2 Amazon, Amazon.co.jp, and their logos are trademarks of Amazon.com, Inc. or its affiliates.
*3 Pigeon survey on oral care, February 2025 (n=300) Target: Mothers who experienced moderate or severe morning sickness during pregnancy (symptoms present but subsided with rest) and are currently pregnant or have children aged 0-3 months.
*4 Pigeon survey on maternity oral care, May 2024 (n=6) Target: Mothers who experienced moderate or severe morning sickness during pregnancy (symptoms present but subsided with rest) and are currently pregnant or have children aged 0-3 months.
■ Born from the President's direct project "PFA"
PFA (Pigeon Frontier Awards) is a President-led project that solicits free ideas and new business concepts from all Pigeon employees, recognizes excellent proposals, and nurtures and promotes them with a view to future commercialization. This product was born from the strong desire of members, transcending departmental and occupational boundaries, to "want mothers to cherish themselves," addressing the oral environment concerns unique to pregnancy through repeated verification and improvement.
Supporting employee challenges ~PFA (Pigeon Frontier Awards)~
https://www.pigeon.co.jp/sustainability/social_top/human_resource/
■ PFA Leader Comment (Kanako Ito, Creative Design G)
This project was triggered when one of three同期 (colleagues) who were new employees at the time learned about the difficulty and importance of brushing teeth during pregnancy. Through repeated interviews with mothers who actually experienced morning sickness, it became clear that the severity of morning sickness varies from person to person, and that there are indeed mothers who find it difficult to brush their teeth. With the desire to empathize with that difficulty even a little, we focused on creating a mouthwash with a water-like feel. We hope that by mothers feeling comfortable, it will lead to a healthy future for their babies.
■ Product Features
① Mouthwash with a "water-like feel" for pregnant women
During pregnancy, hormonal changes and physical condition can make one sensitive to scents, tastes, and stimuli. This product uses a low-irritation, fragrance-free formula, minimizing the use of ingredients that impart refreshing sensations or flavors. With a new sensation of a water-like feel, it is suitable for delicate mouths during pregnancy.