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Lion Corporation (Representative Director, President and Executive Officer: Masayuki Takemori) will launch Dent Health Medicated Toothpaste DX Premium nationwide on Wednesday, September 24, 2025. This product is formulated with the highest concentration*2 and largest number*3 of medicated ingredients to enhance gum recovery*1 and provide total care for periodontitis.
*1 The medicated ingredient Vitamin E (tocopherol acetate) invigorates gum cells and repairs tissue
*2 Contains the highest concentrations of the anti-inflammatory ingredient tranexamic acid (TXA) and the antibacterial agent isopropyl methylphenol (IPMP) of any Lion product to date
*3 Contains more medicated ingredients for preventing periodontitis than any other product in the Dent Health series
With growing infectious disease risks and the rising burden of medical expenses, awareness of self-protection and self-care is increasing, as people look to take preventive action before health issues occur. In oral care as well, the rate of regular dental visits among women in their 50s and 60s has risen from 48% in 2013 to 64% in 2024,*4 indicating a growing awareness regarding preventive measures. Against this backdrop, consumers are increasingly expressing expectations for the effectiveness and quality of toothpaste, with comments such as “I want to use a more effective toothpaste” and “I’m satisfied with my current toothpaste, but I’d switch if something better were available.”*5
In response, Lion will launch Dent Health Medicated Toothpaste DX Premium, formulated with the highest concentration*2 and largest number*3 of medicated ingredients to enhance gum recovery*1 and provide comprehensive care for periodontitis.
*4 Lion survey of women in their 50s and 60s: n=11,035 (December 2013) and n=24,281 (December 2024)
*5 Lion survey of women in their 50s and 60s: n=25,303 (June 2024)
Wednesday, September 24, 2025, nationwide
| Product name | Contents | Recommended retail price |
|---|---|---|
| Dent Health Medicated Toothpaste DX Premium (Quasi-drug) Brand name: Dent Health Dental Paste Sa |
30g | No recommended retail price |
| 90g |
(1)Enhances gum recovery and prevents periodontitis
The medicated ingredient dipotassium glycyrrhizate (GK2) suppresses the buildup of waste products that cause gum inflammation, helping to control inflammation and prevent periodontitis. In addition, Vitamin E (tocopherol acetate) invigorates gum cells and repairs tissue.
(2)Highest concentration*2 and largest number*3 of medicated ingredients
*2 Contains the highest concentrations of the anti-inflammatory ingredient tranexamic acid (TXA) and the antibacterial agent isopropyl methylphenol (IPMP) of any Lion product to date
*3 Contains more medicated ingredients for preventing periodontitis than any other product in the Dent Health series
(3)Total care for gums and teeth with 11 indications and effects, the largest number in the Dent Health toothpaste series
1) Prevention of periodontitis, 2) Prevention of gingivitis, 3) Prevention of bleeding, 4) Prevention of hypersensitivity, 5) Prevention of bad breath, 6) Prevention of cavities,*6 7) Whitening of teeth, 8) Prevention of tartar buildup, 9) Removal of tobacco stains, 10) Oral cleansing, 11) Oral refreshment
*6 Formulated with a high concentration of fluoride (1,450 ppm). Not recommended for use in children under 6 years of age.
(4)Designed to deliver a tightening effect you can feel
Formulated with sodium chloride, a gum-tightening ingredient with a refreshing salty taste.
The product described in this press release appears below in bold. All products in the lineup are quasi-drugs.
From left,
Dent Health Medicated Toothpaste Bad Breath Block (Brand name: Dent Health Dental Paste Ka) 28g, 85g
Dent Health Medicated Toothpaste Stinging Block (Brand name: Dent Health Dental Paste Ma) 28g, 85g
Dent Health Medicated Smooth Gel Toothpaste (Brand name: Dent Health Dental Paste Na) 28g, 85g
Dent Health Medicated Toothpaste DX (Brand name: Dent Health Dental Paste Qa) 28g, 85g
Dent Health Medicated Toothpaste DX Premium (Brand name: Dent Health Dental Paste Sa) 30g, 90g
* Dent Health Medicated Toothpaste Stinging Block 28g and Dent Health Medicated Smooth Gel Toothpaste will be discontinued in October 2025.
Dent Health brand site [Japanese]:
https://denthealth.lion.co.jp/