Lion to Launch NANOX Deep-Penetrating Clean, a Liquid Laundry Detergent That Thoroughly Penetrates Clothing Fibers to Eliminate Persistent Odors and Stains

On September 30, 2026, Lion Corporation (Representative Director, President and Executive Officer: Masayuki Takemori) will launch nationwide sales of NANOX Deep-Penetrating Clean,^*1 a liquid laundry detergent that, without the need for pre-washing, effectively eliminates lingering odors and stains that conventional daily washing cannot remove.
*1 Non-concentrated liquid laundry detergent

1. Objective of Introducing the New Product

Worldwide, we have seen a steady rise in average annual outdoor temperatures in recent years^*2 that has, in turn, led to an increase in laundry concerns related to the lingering odors of sweat, sebum, and other unpleasant smells. In a survey designed to assess laundry habits among users of non-concentrated liquid detergents, approximately 50% of respondents indicated that they were more concerned about odors than stains.^*3
In particular, such synthetic fibers as polyester and nylon—which are widely popular for use in functional undergarments—tend to trap odors from sweat and sebum, exacerbating these problems.
Against this backdrop, we are launching NANOX Deep-Penetrating Clean laundry detergent, a new, no prewash product that eliminates the kind of lingering odors and stains that conventional daily washing products fail to touch. 

The addition of NANOX Deep-Penetrating Clean to the NANOX brand lineup ensures that Lion is able to address an even wider range of consumer needs and concerns. Going forward, the NANOX brand will continue to propose new laundry habits that are kind to both the environment and people by delivering advanced detergency and superior cleaning results—ensuring clothes stay cleaner and last longer—while simultaneously saving water and reducing time spent on laundry.
*2 Overview of the Assessment Report on Climate Change Impacts in Japan 2025, February 2026, Ministry of the Environment
*3 November 2023 LION survey of laundry and detergent habits: 3,222 participants

2. Release Date and Region

Wednesday, September 30, 2026, nationwide

3. Product Name, Contents and Price

4. Product Features

(1) Eliminates accumulated odors and stains without the need for pre-washing
Washing ingredients deeply penetrate the fibers to thoroughly remove stubborn, persistent odors and dirt caused by sweat and sebum.

(Illustration)

(2) Powerful antibacterial properties
Inhibits bacterial growth, preventing unpleasant odors caused by bacteria around the laundry area.
*Does not inhibit the growth of all bacteria.

(3) Easy rinsing, suitable even for one-rinse washing
Out of consideration for the environment, we recommend single-rinse washing. This helps conserve water and electricity and reduce CO₂ emissions.

(4) Clear citrus fragrance
A crisp, refreshing fragrance that combines clean notes of verbena and lemon with a fresh, soapy scent.

【Related Information】
・LION Eco Challenge 2050 Long-Term Environmental Objectives
・Better choices for your clothes and for the planet. Choose one Project [Japanese]

Top NANOX Brand Website [Japanese]
https://top.lion.co.jp/
(Product information to be released on September 30, 2026)