Lion Launches 2 New Products in the Dent Health Medicated Toothpaste Range:
Dent Health Medicated Toothpaste DX Double Anti-Inflammatory and Dent Health Medicated Toothpaste DX Multi-Function,
Offering Total Care and Prevention of Periodontitis, Bleeding and Bad Breath

Lion Corporation (President and Representative Director: Masayuki Takemori) hereby announces the launch of two new revamped products in the Dent Health range for preventing periodontitis across Japan in October 2026. To promote protection of weakened gums and teeth and offer total care for periodontitis, bleeding and bad breath, we have revamped the messaging and packaging of the range to appeal to people who are noticing such changes as receding gums and are looking for a toothpaste to help prevent problems in the future. The products to be launched are Dent Health Medicated Toothpaste DX Double Anti-Inflammatory, which aims to prevent periodontitis by suppressing swelling and bleeding through a formulation featuring anti-inflammatory ingredients, and Dent Health Medicated Toothpaste DX Multi-Function, which aims to help reduce multiple symptoms in addition to periodontitis.

*1 Of Lion toothpastes
*2 General term for periodontitis and inflamed gums

1. Objective of Introducing the New Products

In recent years, awareness has grown against the backdrop of infectious disease prevalence as well as around healthy life expectancies, and so have people’s desires to take preventive care into their own hands. In the oral healthcare category, the rate of dental checkups is increasing every year. As more people take charge of their own oral health and pay closer attention to changes in the teeth and gums, the demand is growing^*3 for effective toothpastes that can help reduce future risk. This increased awareness surrounding oral care is connected with greater personal responsibility towards periodontitis, and people are starting to see it as a real, immediate risk.
To address these needs, we are revamping our range of products to appeal to those looking to prevent periodontitis. The new DX Double Anti-Inflammatory toothpaste is formulated with two anti-inflammatory ingredients to reduce gum inflammation and help prevent periodontitis. The improved DX Multi-Function toothpaste now has added protection against tooth sensitivity in addition to preventing gum disease^*2 and cavities, thus meeting a broader range of needs.
*3 n = 3,200; online survey conducted in May 2025

2. Launch Date and Area

Dent Health Medicated Toothpaste DX Double Anti-Inflammatory: Wednesday, October 7, 2026 across Japan
Dent Health Medicated Toothpaste DX Multi-Function: Switchover beginning in October 2026 across Japan

3. Product Name, Contents and Price

4. Product Features

Dent Health Medicated Toothpaste DX Double Anti-Inflammatory
(1) Double the anti-inflammatory ingredients to comprehensively reduce inflammation, suppress swelling and bleeding, and help prevent periodontitis
・Tranexamic acid (TXA): Suppresses gum swelling and bleeding
・Dipotassium glycyrrhizate (GK2): Acts at the source of inflammation to suppress it

(2) Total care for periodontitis (prevention of periodontitis, bleeding, and bad breath)
・Antibacterial agent: Isopropyl methylphenol (IPMP) helps prevent inflamed gums and bad breath
・Anti-inflammatory ingredient: TXA suppresses gum swelling and bleeding and helps prevent periodontitis
・Gum invigorating ingredient: Vitamin E (tocopheryl acetate) improves circulation in the gums to help prevent periodontitis

(3) Formulated with the highest concentration of medicated ingredients (IPMP and TXA)^*1

(4) Formulated with sodium chloride, a gum-tightening ingredient with a refreshing salty taste, to help prevent periodontitis

(5) Formulated with a high concentration of fluoride (1,450 ppm)^*4 to help prevent cavities
・Fluoride: Sodium monofluorophosphate
*4 Not recommended for use in children under 6 years of age.

(6) Gentle, thorough brushing with Medical Herb Mint flavor
・Refreshing salty taste and herbal mint flavor makes everyday toothbrushing easy and more enjoyable Dent Health Medicated Toothpaste DX Multi-Function

Dent Health Medicated Toothpaste DX Multi-Function
(1) DX toothpaste has a multi-functional formula that protects against tooth sensitivity while protecting weakened gums and teeth
・Helps prevents tooth sensitivity in addition to gum disease^*2 and cavities
・Perfect for people who want to address multiple symptoms with a single product

(2) Total care for periodontitis (prevention of periodontitis, bleeding, and bad breath)
・Antibacterial agent: Isopropyl methylphenol (IPMP) helps prevent inflamed gums and bad breath
・Anti-inflammatory ingredient: TXA suppresses gum swelling and bleeding and helps prevent periodontitis
・Gum invigorating ingredient: Vitamin E (tocopheryl acetate) improves circulation in the gums to help prevent periodontitis

(3) Formulated with the highest concentration of medicated ingredients (IPMP and TXA)^*1

(4) High-adhesion formula that clings to the gums and teeth
・High-adhesion gel paste envelops the gums and teeth, enabling the medicinal ingredients to work more effectively

(5) Formulated with a high concentration of fluoride (1,450 ppm)^*4 to help prevent cavities
・Fluoride: Sodium fluoride

(6) Medical Clean Herb flavor
・Pure and clean medicinal herb flavor smoothly provides a medicated experience

5. Dent Health Medicated Toothpaste Product Lineup

All products in the lineup are quasi-drugs. Those marked in red are new with this launch.
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) 85g
 Dent Health Medicated Smooth Gel Toothpaste (Brand name: Dent Health Dental Paste Na) 85g
 Dent Health Medicated Toothpaste DX Multi-Function (Brand name: Dent Health Dental Paste Ta) 28g, 85g
 Dent Health Medicated Toothpaste DX Double Anti-Inflammatory (Brand name: Dent Health Dental Paste Ra) 28g, 85g
 Dent Health Medicated Toothpaste DX Premium (Brand name: Dent Health Dental Paste Sa) 30g, 90g

【Related Information】
・Lion Integrated Report: “Accelerate Growth in Oral Healthcare”
・Lion Integrated Report: “R&D and Intellectual Property Strategies”
・News Release: “Lion Launches Dent Health Medicated Toothpaste DX Premium to Enhance Gum Recovery and Provide Total Care for Periodontitis,” August 4, 2025

Dent Health brand site (Japanese):
https://denthealth.lion.co.jp/