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)

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

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)

Launched Plant-derived Lion Laundry Soap, the first plant-derived household laundry soap made in Japan (Lion Soap Co., Ltd.)

Kobayashi Co., Ltd.

Established the first dental clinic in Japan to specialize in pediatric dentistry, later renamed the Lion Dental Clinic for Children (Kobayashi Co., Ltd.)

Kobayashi Co., Ltd.

Co-sponsored the fifth Cavity Prevention Day and held the first Mass Tooth Brushing Drill for children
(Hibiya Park music stage, Osaka Tennoji Park) (Kobayashi Co., Ltd.)

Lion Soap Co., Ltd.

Established the Laundry Information Service Center (Lion Soap Co., Ltd.)

Lion Soap Co., Ltd.

Published Standard Household Laundry Methods, a booklet that was adopted as a home economics text at many girls' high schools (Lion Soap Co., Ltd.)

Launched Lion F Cream, Japan's first toothpaste with fluoride (Kobayashi Co., Ltd.)

Lion Fat and Oil Co., Ltd.

Launched Lipon F, Japan's first kitchen detergent for washing fruits, vegetables and tableware. Lipon F was the first product endorsed by the Japan Food Hygiene Association and created an entirely new market

Lion Dentifrice Co., Ltd.

Launched White Lion toothpaste incorporating the new active ingredient calcium phosphate, which is highly effective for whitening teeth

Lion Dentifrice Co., Ltd.

Launched Vitalis hair-styling product for men and Ban antiperspirants and deodorants through a technological tie-up with Bristol-Myers Co. (currently, Bristol-Myers Squibb Company) of the United States

Lion Dentifrice Co., Ltd.

Launched BUFFERIN antipyretic analgesics

Lion Dentifrice Co., Ltd.

Launched Dentor Lion toothpaste, which helped protect against alveolar pyorrhea

Lion Dentifrice Co., Ltd.

Established the Lion Foundation For Dental Health

Lion Fat and Oil Co., Ltd.

Launched Mama Lemon, a smooth-on-the-skin, lotion-type detergent for washing tableware and vegetables

Lion Fat and Oil Co., Ltd.

Launched the laundry detergent Dash, containing alpha olefin sulfonate (AOS), a new, highly biodegradable surfactant

Lion Dentifrice Co., Ltd.

Launched Etiquette Lion, a toothpaste for preventing bad breath

Lion Dentifrice Co., Ltd.

Launched White & White Lion toothpaste in laminated tubes

Lion Fat and Oil Co., Ltd.

Launched Seseragi, Japan's first phosphate-free detergent

Lion Fat and Oil Co., Ltd.

Launched TOP, a laundry detergent with enzyme power
(Formulated with enzyme capsules)

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

Created the new mascot character LION-chan

Launched OCT Medicated Shampoo & Conditioner

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

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

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.

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

Launched Lidea, a new website for lifestyle information

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 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

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

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)

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

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 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