Lion History

Founder Tomijiro Kobayashi established T. Kobayashi & Co. on the Yanagihara riverside in Kanda, Tokyo, to trade in soap and raw materials for matches

Launched beauty soap Kohyo Soap and laundry soaps Soft Soap and Kenren Soap

Launched Lion Toothpowder

Began using a marching band with musicians and an announcer to advertise the Company's products.

Began selling tooth brushing powder packets with donation slips as a social contribution activity (this program continued for 20 years, until 1920)

Opened the Kobayashi Night School for employees
(Photo) Men's class at Kobayashi Night School, circa 1907
(Women’s classrooms were furnished with sewing machines)

Established Kobayashi Laboratory to test raw materials and conduct research into new products.
Established alongside Tokyo Analytical Laboratory that also accepted commissions from the public.

Affirmed its specialization in toothpowder sales by establishing Lion Soap Factory as a partnership firm

Imported autoclaves (industrial high-pressure industrial fat and oil decomposers) from Germany that were used in manufacturing for about 40 years.

Launched Lion Dental Cream, the first tube-packaged toothpaste made in Japan (using imported tubes)

Launched Lion Kodomo Toothpaste for children
The young swordsman illustration was drawn by Nihonga artist Kiyokata Kaburaki

Hosted the Company's first public oral hygiene lecture (later named the Lion Public Lectures)
(Photo) Program of the lecture, which was held at the Tokyo YMCA in Kanda with the participation of dentist Shusaku Midorikawa

Launched the Banzai Toothbrush, developed based on guidance from the Tokyo Dental School (now Tokyo Dental College)

The Lion Dentifrice Co., Ltd. and Lion Fat and Oil Co., Ltd merged to form Lion Corporation

Launched Between Lion, a toothbrush designed to clean between the teeth

Launched a phosphate-free version of Enzyme Power TOP

Launched CLINICA Lion, a toothpaste with enzymes that break down cavity-causing dental plaque

Launched Charmy Green, a soft-on-the-skin dishwashing detergent

Chiba Plant completed

Created the new mascot character LION-chan

Launched OCT Medicated Shampoo & Conditioner

Launched Hi TOP super-concentrated laundry detergent with high-performance enzymes.

Launched Natera, a dishwashing detergent made from natural raw materials

Launched Spark laundry detergent, formulated with MES, a surfactant made from environmentally friendly plant(palm oil)-based ingredients

Launched Emeron Shokubutsu-Monogatari (Plant Story), a beauty soap made with 100% plant ingredients

Launched Dentor Systema Lion, a brand of liquid toothpaste, toothbrushes and mouthwash for preventing periodontal disease

Received the 1996 award from the Ministry of International Trade and Industry for the most positive consumer oriented business

Launched KireiKirei Medicated Hand Soap formulated with an antibacterial agent

Launched Heyaboshi TOP, a laundry detergent that allows clothes to be hung up to dry indoors without developing a musty smell

All of Lion's factories received ISO 14001 certification

Acquired the over-the-counter (OTC) drug business of Chugai Pharmaceutical Co., Ltd., including the health tonics Guronsan and New Guromont, Varsan insecticides, and Shin-Chugai Ichoyaku gastrointestinal medicine

Took over operations of the Home & Personal Care Division of CJ Corporation in South Korea

ECO LION Declaration
Established the Lion Eco Standards as a set of new criteria for product environmental friendliness
Established the Lion Forest in Yamanashi

Launched direct-to-consumer of tablet supplement Nice rim essence Lactoferrin

Received the 16th Grand Prize for the Global Environment Award

Became the first manufacturer to receive Eco First certification from the Ministry of the Environment and participated in the "Eco First Program" proclamation

Completed new research and development facilities at the Hirai site

The TO Reactor, used to manufacture surfactant, was registered as Essential Historical Materials for Science and Technology (items of Future Engineering Heritage) by the National Museum of Nature and Science

Launched super-concentrated liquid laundry detergent TOP NANOX

Footage of Lion founder Tomijiro Kobayashi's funeral procession designated an important cultural property.

Designated "Meisters" as specialists to create and provide information useful for daily living

Lion product Lactoferrin received the 16th Momofuku Ando Award for Excellence and the 2012 JSBBA Award for Achievement in Technological Research

Launched LOOK Bath Antimold Fogger, which uses silver ion fog to sterilize and prevent mold growth

Began the "KireiKirei City—Sakaide" Project, a social contribution initiative in cooperation with Sakaide City in Kagawa, Japan

Released the renewed CLINICA brand, "from a Preventive Dentistry Perspective"

Released Ban Sweat-Blocking Roll-On, an innovative product to reduce underarm sweat and help prevent sweat marks on clothing

Launched BUFFERIN PREMIUM, featuring a premium formula for fast, effective relief from painful headaches

Launched Lidea, a new website for lifestyle information

Launched an environmental logo and environmental label as a means of communicating environmental information to consumers through products

Launched new CHARMY Magica, a nano-cleansing dishwashing detergent

Established the first toothbrush recycling program in Asia in order to decrease the environmental impact of used toothbrushes

Re-launched Nice rim essence Lactoferrin labeled as a functional food product that "helps reduce visceral fat and bring down high BMI"

An autoclave used by Lion was designated a Chemical Heritage Artifact by the Chemical Society of Japan

Launched TOP SUPER NANOX, a super-concentrated liquid laundry detergent

Established LION tomoni Co., Ltd. to promote the hiring of and expand opportunities for people with disabilities

Launched hadakara Body Soap, a body soap featuring Japan’s first moisture-adsorbing formula, which ensures moisturizer is not washed away

Samples of TOP with Enzyme Power, released in 1979, registered as Essential Historical Materials for Science and Technology (items of Future Engineering Heritage) by the National Museum of Nature and Science

Launched the Salivary Multi Test, a test system that can measure multiple saliva indicators in just five minutes

Shiseido, Unicharm and Lion formed an alliance aimed at reinforcing in-store maintenance and other functions at retailers

Launched the new and improved CLINICA Kid's Toothbrush, a lineup of toothbrushes with an easy-to-bend, hard-to-break safety handle in two versions (for children 0-2 years and 3-5 years old)

Created the new brand NONIO to treat bad breath based on a scientific approach, with a lineup including NONIO Toothpaste and NONIO Mouthwash

Launched KireiKirei Medicated Hand Gel, featuring a nano-ion disinfecting ingredient to quickly and easily eliminate germs in the tiny grooves and gaps around fingernails and fingers

Launched LOOK Plus Bath Cleansing, a new type of bath detergent that cleans the tub with no scrubbing: Just mist the entire bathtub, wait 60 seconds, and rinse off

Announced the LION Eco Challenge 2050, a set of long-term environmental objectives aimed at realizing a healthy future for people and the planet

Acquired the dermatologic agent brands FERZEA and Encron from Shiseido Company, Limited

Launched the Method brand of dermatologic agents for itchiness, a line that allows users to choose the product for the part of the body they want to treat*
* Products are recommended for uses on specific parts of the body based on their ingredients and formulation

Announced the Lion Group Sustainability Material Issues and Objectives for 2030

Launched TOP SUPER NANOX highly concentrated liquid laundry detergent Packaged in a transparent bottle made of 100% recycled plastic*
* Refers to the bottle only, not including the nozzle and cap

Launched Lightee tooth-whitening toothpaste simultaneously in Japan and China

Launched Inclusive Oral Care, a set of sustainability activities aimed at addressing social and environmental issues through oral care

Completed a new toothpaste factory at the Lion Chemical Oleochemical Production Site (Sakaide, Kagawa Prefecture), enabling end-to-end toothpaste production

Launched LOOK Plus Awa-Pita Toilet Cleaning Spray: Let the foam take care of the hard-to-clean spaces!
(Received the Japan Star Prize, the top prize in the 2022 Japan Packaging Contest)

Developed a business alliance with NTT DATA Corporation to promote digital transformation (DX)

Acquired all shares Kyuzituhack Co., Ltd.

Launched the Okuchi Plus You well-being service for corporate customers

Established Lion Kallol Ltd. as a joint venture (consolidated subsidiary) in Bangladesh

Launched the TANO-LT: nursing care game console equipped with the Kenkomin (health,mouth,sleep) Exercise program

Launched ORAL FIT: oral fitness service

Won the Corporate Site Award of Excellence in the 10th annual Web Grand Prix

Head office moved from Honjo, Sumida-ku, to Kuramae, Taito-ku

Launched Acron Smart Care: A laundry detergent (for delicates) with fabric-softening ingredients that eliminates the rinse stage, getting clothes clean in less time and with less environmental impact!

Acquired shares of Vietnam-based MERAP HOLDING, making it an equity-method company

Launched Okuchi-iku Kamotto!, an oral care program service that helps develop chewing strength and establish a strong foundation for straight teeth

Launched SOFLAN Airis: A new genre of clear fabric softener that brings a light, airy mood to laundry and everyday living

Launched NANOX one highly concentrated complete gel, the only detergent that combines powerful detergency and deodorizing with color protection*
*Among Lion laundry detergents

Launched the CLINICA PRO Toothbrush Rubber Head, a toothbrush featuring a brush head made with a rubbery material and supple bristles that hug the teeth to scrub away plaque for a shockingly clean finish.

Established Yihai Kerry Lion (Shanghai) Clean Technology Co., Ltd., a joint venture in China between Lion Hygiene Co., Ltd. (a consolidated subsidiary in which Lion holds 100% of voting rights) and Yihai Kerry Arawana Holdings Co., Ltd

Launched the Smile 40 Premium THE ONE series, eye drops that can treat eye fatigue, blurred vision, bloodshot eyes and itchiness with just a single bottle.

Launched the OCH-TUNE series of toothpastes, toohbrushes and mouthwashes, which offer a new way to select oral care based on your personal style, be it FAST or SLOW

Received the Grand Prize at the 6th Platinum Career Award, which recognizes companies that are motivated in their management of human capital.