Rohto Pharmaceutical launches Feminine Care brand "LABiOME," a cleanser based on lactic acid bacteria barrier care

Our commitment to women's health and Feminine Care has been ongoing for 40 years.

Our company began importing and selling the "Checker" pregnancy test kit from the United States in 1985, and we have been at the forefront of proposing products related to women's health. Later, at a time when women could only get a pregnancy diagnosis by going to the hospital, we had a strong desire to protect the precious bodies of mothers and their unborn babies, and we contributed to making pregnancy tests available over-the-counter (OTC) so that "women can find out about their pregnancy as early as possible." Having continued to make necessary proposals in line with the times, our company values "supporting our customers' first steps in Feminine Care." Moving forward, we will continue to listen to the voices of each individual, and open up new possibilities in Feminine Care so that it becomes commonplace to provide opportunities to learn about one's own body condition and correct knowledge, and to be able to take measures and care for it.

VIO hair removal, increased menstrual frequency...the reality of issues affecting delicate areas that are common among modern women.

1. One in three women in their 20s and 30s have experienced VIO hair removal. *2

   The skin in this delicate area is thinner and more sensitive to irritation than other parts of the body. After hair removal, the skin may come into direct contact with underwear, which can cause dryness and itching due to friction.

2. The average number of menstrual cycles in a woman's lifetime *2 is the highest ever (average 450 times).

   It is said that the average number of menstrual cycles in a lifetime has increased by approximately 9 to 10 times compared to the early Showa period, due to factors such as the lowering of the age of menarche *3 and a decrease in the number of births. *4​

3. Changes in female hormones during menopause

   Menopause, which is said to begin as early as the early 40s for some women, involves a decrease in the secretion of estrogen, also known as the "female hormone." A decrease in lactic acid bacteria in the vagina can make the delicate skin and vulva more prone to problems such as dryness.

   

   Furthermore, according to a survey on the concerns of modern women *5, 61.2% of women in their 20s to 40s reported having experienced itching in their intimate areas, and 46.8% reported having experienced odor in their intimate areas. On the other hand, only 12% of those surveyed use cleansers specifically for intimate areas to address these concerns, indicating that this type of care is not yet widespread as a common option.
   Given this background, we believe that many people have concerns about delicate areas, and in order to broaden the options for addressing these concerns and create a normal care routine, we will propose a new approach, utilizing our knowledge and technology based on dermatology.

*2,4: From the Ministry of Health, Labour and Welfare's website supporting the mental and physical health of working women, "Women's Specific Health Issues."
*3: From "Research on the Phenomenon of Accelerated Development, Part 27 - Trends in the Age of Menarche in February 2011"
*5: Survey on delicate areas conducted by Rohto Pharmaceutical Co., Ltd. in July 2024 (N=1030)

Features of LABiOME

This thick gel, formulated with lactic acid bacteria (moisturizing ingredient) *6, gently removes dirt that can cause odor and discomfort while protecting moisture, and improves the skin environment of delicate areas.

1. Contains Rohto's unique ingredients: lactic acid fermented hyaluronic acid *7 (moisturizing ingredient), lactic acid bacteria *6 (moisturizing ingredient), and LabioAid *8 (moisturizing ingredient).
2. A formula carefully designed for gentleness on delicate areas.
   Mildly acidic, preservative-free, and patch-tested with the cooperation of people with sensitive skin (this does not guarantee that irritation will not occur in all individuals).
3. A refreshing floral scent. Its odor-covering effect helps to eliminate unwanted odors.

*6: Lactobacillus, *7: Lactococcus, hyaluronic acid ferment filtrate, *8: Bombacus costatum flower extract

Product overview

Product name	LABiOME Barrier Bio Soap	LABiOME Barrier Bio Soap Refill
Product image
Sales name	LABiOME Gel Soap
classification	cosmetics
Contents	180mL	150mL
price	Open price
release date	Pre-release: Starting December 3, 2024 (Tuesday), sequentially available on e-commerce sites (Amazon, Rakuten, LOHACO, @cosme SHOPPING). General release: March 15, 2025 (Saturday) at drugstores nationwide, Rohto online store, etc.
Brand site	https://jp.rohto.com/labiome/

The product development team's passion for Feminine Care

Ritsu Tada, Product Brand Marketing Department

Rohto Pharmaceutical has always offered products that address women's concerns, including skincare and haircare. For the launch of our new delicate area cleanser, we listened to customer feedback and developed the product using a science-based approach. Women make up 60% of our workforce, and we are committed to supporting women's health and well health and productivity management, ensuring that many employees can work in a way that suits them. Having launched our first pregnancy test kit 40 years ago, we aim to continue supporting women's future needs and contributing to a well-being society.