Lion Launches the Smile 40 Premium THE ONE Series, the Best*1 Eye Drops in the Smile Product Line History, a One Bottle Treatment for Eye Fatigue, Blurred Vision, Bloodshot Eyes and Itchiness

Feb. 08, 2024 Products & Services


On Wednesday, March 27, 2024, Lion Corporation (President: Masayuki Takemori) will launch nationwide sales of the Smile 40 Premium THE ONE series, which, in a single bottle, treats the eye fatigue, blurred vision, bloodshot eyes and itchiness that are common symptoms of corneal damage.*2

  • Release of a new ophthalmic medicine series that repairs corneal damage, a common cause of eye fatigue, blurred vision, bloodshot eyes and itchiness, offering treatment for all these symptoms in just one bottle
  • Contains the highest number*3 of 12 active ingredients permitted in Japan
  • 3 levels of cooling effect to choose from: “Mild,” “Cool” and “Cool MAX”
  • No added preservatives*4

*1 Contain the highest number of active ingredients in the Smile eye drops line
*2 Such as that caused by light rubbing
*3 In accordance with pharmaceutical product standards established by the Ministry of Health, Labor and Welfare to streamline the approval process
*4 Contain no preservatives (such as benzalkonium chloride)

1. Objective of Introducing the New Product

With the ever-escalating use of visual display terminals (VDTs) such as computers and smartphones for work and other endeavors, eye strain is becoming more widespread than ever before. Staring at monitors for prolonged periods of time can lead to damage on the surface of the eye, known as the cornea. Corneal damage is reported to be one of the most common causes of eye fatigue, blurred vision, bloodshot eyes and itchiness.Lion has long been researching vitamin A, which repairs the cornea.The new Smile 40 Premium THE ONE series applies this technology, making it the most advanced product series in the history of the Smile line. In a single bottle, this product is an ophthalmic medicine that helps repair corneal damage, which is one of the common causes of eye fatigue, blurred vision, bloodshot eyes and itchiness, treating all of these symptoms. Customers can choose from three cooling levels: “Mild,” “Cool,” and “Cool MAX.”Through cornea research, Lion will continue to propose new products in the Smile line to people who suffer from various symptoms such as eye fatigue and blurred vision in their daily lives.

2. Release Date and Region

Wednesday, March 27, 2024, nationwide

*This product can be purchased at pharmacies and drug stores.

3. Product Name and Price

Product name Contents Recommended retail price
Smile 40 Premium THE ONE Mild
(Class 2 OTC drug)
15mL ¥1,780
Smile 40 Premium THE ONE Cool
(Class 2 OTC drug)
Smile 40 Premium THE ONE Cool MAX
(Class 2 OTC drug)

* The recommended retail price listed above does not include tax

4. Product Features

Figure 1. Corneal damage repair approach

(1)Corneal Damage Repair Approach (Cause-Based Approach)
We began with research on using Vitamin A permeation technology to deeply penetrate the cornea. Vitamin A helps repair corneal damage, a common cause of a variety of symptoms.

(2)Contains Highest Number*3 of 12 Active Ingredients Permitted in Japan (Symptom Approach)
With a composition containing 12 active ingredients, including Vitamin A to repair the cornea, the products in this series treat such symptoms of eye fatigue as blurred vision, bloodshot eyes and itchiness.

(3)Three Levels of Cooling to Choose From
The series offers three levels of cooling effect: “Mild,” “Cool” and “Cool MAX.”

(4) Contain No Preservatives (Entire Smile 40 Series)
None of the products contain preservatives like benzalkonium chloride, rather, the series has been created using Lion proprietary technology that combines ingredients traditionally used as buffering agents*5 to ensure the eye drops are effectively preserved. The formula ensures that the series’ shelf life is about the same as that of other eye drops that do contain preservatives.*6
*5 Including trometamol, boric acid, and disodium edetate
*6 Once opened, it is advised to use any of these products as quickly as possible (within one to two months)

5. Ingredients (per 100 ml)

Product name Active ingredient Content
1 Retinol palmitate (Vitamin A) 50,000 units
2 d-α-tocopherol acetate (natural vitamin E) 0.045g
3 Pyridoxine hydrochloride (Vitamin B) 0.01g
4 Chondroitin sulfate sodium 0.1g
5 Taurine 1g
6 Potassium L-aspartate 0.8g
7 Neostigmine methylsulfate 0.005g
8 Chlorpheniramine maleate 0.03g
9 Tetrahydrozoline hydrochloride 0.02g
10 ε-aminocaproic acid 1g
11 Berberine chloride hydrate 0.015g
12 Glycyrrhizinate dipotassium 0.25g

6. Indications and Effects

Eye fatigue, Blurred vision (due to excess eye mucus, etc.), Bloodshot conjunctiva, Itchiness, Blepharitis (inflamed eyelids), Eye trouble prevention (after swimming, after getting dust or sweat in the eyes, etc.), Inflammation of the eye due to ultraviolet or other light (such as snow blindness), Discomfort when wearing hard contact lenses

7. Directions and Dosage

Use 3 to 6 times a day, 1 to 3 drops in each eye.

8. Product Lineup

<Related Materials>

Smile Cornea Checker



The Smile brand helps support eye care habits. Lion will launch Smile Cornea Checker on Friday, March 15, 2024, an online self-check tool for the eyes that uses AI to assess the condition of the user’s cornea, which may escape notice in daily life.

Check your eye health in 10 seconds!
Smile Cornea Checker
(Available from 10:00 AM Friday, March 15, 2024)

Concept image of the tool being used on a smartphone (currently under development)
* News release from February 8, 2024 (Japanese)

Smile Brand Site (Japanese)