Celebrating the 10th Anniversary of hadakara Body Soap, Lion Begins a Brand Revitalization with the Launch of hadakara Beauty Premium Moist Body Care Soap, Which Delivers Smoother, Firmer Skin with Each Use

Lion Corporation (Representative Director, President and Executive Officer: Masayuki Takemori) will undertake the nationwide launch of hadakara Beauty Premium Moist Body Care Soap on Wednesday, April 8, 2026. This body soap features a “Moisture-Lock Veil” formula that moisturizes and offers lasting skin hydration with each use.
Concurrently, we will refresh the hadakara brand image, repositioning the line as “body care soaps that deliver moisture to the skin that lasts long after use,” updating both its marketing message and packaging.

*1 Hydrolyzed silk (base agent)
*2 Hydrolyzed collagen (base agent)

1. Objective of Introducing New Product

In recent years, the beauty category has seen a sustained rise in ingredient-driven purchasing, with consumers basing their choices on specific ingredients. Simultaneously, “skinification”—the adoption of skincare routines similar to those for the face but designed specifically for the scalp and body—has gained global traction. According to a Lion survey, approximately 80% of respondents indicated that they consider body soap to be part of their skincare routine,^*3 revealing a growing expectation for body soaps to deliver skincare benefits.
Therefore, we are pleased to announce the launch of the new hadakara Beauty Premium Moist Body Care Soap. Its proprietary “Moisture-Lock Veil” formula ensures enduring hydration even long after bathing and offers smoother, firmer skin with each use. It is formulated with a dual peptide complex of silk peptides and collagen and features an elegant fragrance that blends a refined rose with relaxing cedarwood and smooth musk, creating an elegant bathing experience.
As this year marks the 10th anniversary of the brand's launch, we are undertaking a revamp of the entire hadakara series. Research has shown that skin dries out significantly faster after bathing compared to its pre-bath state.^*4 A Lion survey also found that among consumers, dry skin is most concerning immediately after bathing (42%).^*5 We've developed a diverse lineup tailored to specific needs, united by the core message of hydration. This allows us to care for skin at its most parched moment—right after bathing—and provide true protection.
*3 April 2025 Lion survey; 2,500 female participants aged 25-69 who prioritize the moisturizing effects of body soap during use
Percentage of respondents who chose the top three options (“Strongly agree,” “Somewhat agree” and “Agree”) of 7-point scale questions
*4 Could your post-bath skin dryness be caused by casual habits during bathing? | Lidea by LION (Japanese)
*5 December 2024 Lion survey; 1,000 female participants aged 20-69

2. Release Date and Region

Wednesday, April 8, 2026, nationwide

3. Product Name, Contents and Price

4. Product Features

＜Features of Both Products＞
(1) hadakara's proprietary “Moisture-Lock Veil”
Moisturizing ingredients form a veil that adheres to skin during rinsing, ensuring smoother, firmer skin with each use.

(2) Contains a dual peptide complex of silk peptides^*1 and collagen^*2

(3) Silky rose and musk fragrance
A fragrance that elevates your bath time with an elegant blend of refined rose, relaxing cedarwood, and smooth musk.

(4) Rich foam envelops your entire body like a mask, thoroughly clearing away impurities.
Skin is left moisturized yet feeling refreshingly clean.

(5) Perfect for the whole family
Safe for even children's delicate skin.

＜Features of the Foam Type＞
(1) Features a 3ml pump
A generous amount of fine, rich foam is dispensed with each push.

(2) The long-lasting foam has a thick, rich texture and is easily spread over your entire body as you wash.

5. Product Lineup

□New products in this release

From left:
◆hadakara Moist Body Care Soap (Regular Type)
＜For dry skin concerns＞
The Moisture-Lock Veil formula delivers lasting head-to-toe skin hydration from wash and beyond as well as offering moisturized skin with each use
hadakara Moist Body Care Soap Foam Type Floral Bouquet Fragrance
hadakara Moist Body Care Soap Foam Type Creamy Soap Fragrance
hadakara Moist Body Care Soap Liquid Type Fresh Floral Fragrance
hadakara Moist Body Care Soap Liquid Type Rich Soap Fragrance

◆hadakara Medicated Deodorant Moist Body Care Soap^*6
＜For odor and acne concerns＞
Formulated with the antibacterial active ingredient IPMP,^*7 with each use it helps prevent the development of odor and acne for clear skin from head to toe
*6 (Quasi-drug) Brand Name: hadakara Foaming Body Soap La
*7 Isopropyl methylphenol

◆hadakara Medicated Pure Mild Moist Body Care Soap^*8
＜For use with children＞
・Formulated with the active ingredient dipotassium glycyrrhizinate to minimize skin irritation, while its “Moisture-Lock Veil” formula delivers head-to-toe hydration with each use, contributing to healthier skin
・Formulated with amino acid-based cleansing agents. Low-irritation formula. Suitable for adults and children. Tested on infants^*9 and people with sensitive skin^*10
*8 (Quasi-drug) Brand Name: hadakara Foaming Body Soap Ja
*9 For users 6 months of age and above
*10 Not guaranteed to not cause skin problems for all users

hadakara Brand Site (Japanese)
https://hadakara.lion.co.jp