Lion Launches SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste With a New and Improved Formula That Prevents Periodontal Disease, Featuring Gum Tissue Repair & Anti-Glycation Action

Lion Corporation (Representative Director, President and Executive Officer: Masayuki Takemori)、will undertake the nationwide launch of a new and improved version of its SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste on Wednesday, April 15, 2026. In addition to applying Lion’s existing gum tissue repair methods, this improved formula addresses concerns of users about weakening of gum tissue with age through eight integrated functions that include preventing periodontal disease.^*1 The product achieves this by incorporating the new active ingredient dipotassium glycyrrhizinate (GK2), which suppresses glycation,^*2 a factor contributing to gum inflammation.
*1 Periodontal disease: A general term for gingivitis and periodontitis
*2 A reaction involving the binding of sugars to proteins, , resulting in the production of AGEs (Advanced Glycation End products), harmful substances known to contribute to tissue and cell damage.

1. Objective of Introducing the New Product

Since its launch in 2019, SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste has been well-received as a comprehensive oral care solution for those beginning to notice gum weakness, addressing concerns like gum troubles and other oral issues.
According to a Lion survey, 80% of respondents expressed concern regarding gum recession and other gum deterioration accompanying advancing age,^*3 indicating a strong desire to properly care for their gums.
Meanwhile, health and beauty media have recently highlighted glycation and its impact on the entire body, starting with the skin. Lion has observed that glycation also occurs in the gums and has confirmed^*4 that the active ingredient GK2 suppresses it, thereby reducing inflammation and preventing periodontal disease.
For this reason, we proudly introduce an improved version of SYSTEMA Haguki Plus PREMIUM Toothpaste that contains GK2, which helps prevent periodontal disease by suppressing glycation, a factor contributing to gum inflammation.

*3 March 2024 Lion survey of women aged 45-64; 1,125 participants
*4 Journal of the Japanese Society of Periodontology Vol. 64 No. 1 pp. 25–35 (2022)

2. Release Date and Region

Wednesday, April 15, 2026, nationwide

3. Product Name, Contents and Price

4. Product Features

＜SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste＞
(1) A premium toothpaste with a unique formula that delivers eight functions, including gum tissue repair and anti-glycation to prevent periodontal disease.
1) Prevent periodontal disease
・Gum revitalization and tissue repair effect
Active ingredient Vitamin E (Tocopheryl Acetate) revitalizes weakened gum cells and repairs tissue.
・Anti-inflammatory effect
Active ingredient GK2 inhibits glycation, a factor contributing to gum inflammation.
Active ingredient tranexamic acid suppresses gum swelling and bleeding.
・Collagen degradation inhibitory effect
Tranexamic acid and Vitamin E prevent the collagen degradation in the gums.
・Penetrating bactericidal effect
Active ingredient IPMP (isopropyl methylphenol) penetrates and kill bacteria in periodontal plaque^*5 in periodontal pockets.
*5 Dental plaquewithin the periodontal pocket (a cluster of bacteria, including periodontal pathogens)

2) Whiten teeth
Boasts a mild cleansing formula that envelops and lifts stubborn stains with its fine, rich foam for easier removal.

3) Prevent tooth sensitivity
Its ion barrier effect prevents the transmission of stimuli, blocking the pain caused by tooth sensitivity.

4) Prevent cavities
Contains high-concentration fluoride (1,450ppm). *Not for use by children under 6 years of age.

5) Prevent bleeding , 6) Prevent tartar buildup, 7) Prevent bad breath, 8) Cleanse mouth

(2) High-absorption formula for effective delivery of tranexamic acid

(4) Gentle on the gums for thorough care

(5) Three distinct flavors to suit your lifestyle and mood
Elegant Fruity Mint: A flavor that evokes a luxurious and glamorous mood
Fresh Crystal Mint: A vibrant flavor that energizes the mood
Royal Herb Mint: A flavor that evokes an elegant and relaxing mood

5. SYSTEMA Haguki Plus PREMIUM Toothpaste Product Lineup

The following items in bold text are new products in this release. All are quasi-drugs.
From left to right:
SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste Elegant Fruity Mint 95g
SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste Fresh Crystal Mint 95g
SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste Royal Herb Mint 95g
SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste Yokubari na BIHAKU (Whitening) Silky Floral Mint 95g
（Brand name: SYSTEMA CKa）
SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste Yokubari na BIHAKU (Whitening) Brightening Floral Mint 95g
（Brand name: SYSTEMA CKb）
* Packaging for both flavors of SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste Yokubari na BIHAKU (Whitening) will be changed beginning April 2026

【Related Information】
・Lion Integrated Report 2025: “Accelerate Growth in Oral Healthcare”
https://www.lion.co.jp/en/ir/pdf/ar/ir2025.pdf#page=20

SYSTEMA Haguki Plus PREMIUM Toothpaste Brand Site (Japanese)
https://systema.lion.co.jp/product/premium/