Introducing SOFLAN Aroma Rich moA, a Premium Fabric Softener Scented with Rare Natural Aromatic Oils

Lion Corporation (President and Representative Director: Masayuki Takemori) hereby announces the nationwide launch of SOFLAN Aroma Rich moA on Wednesday, October 28, 2026. This premium fabric softener is formulated with rare natural aromatic oils to provide a long-lasting fragrance with depth and refinement.

1. Objective of Introducing the New Product

In 2025, the fabric softener market grew to nearly ¥160 billion, with premium fabric softeners in particular reaching 115%^*1 of the previous year’s sales, driving overall market growth.
Against this backdrop, Lion will launch SOFLAN Aroma Rich moA as a new premium line under the SOFLAN Aroma Rich brand, responding to growing consumer demand for products made with carefully selected natural and unique ingredients. Formulated with rare natural fragrances, the line offers long-lasting fragrance with depth and refinement. It is designed for people who, in their busy lives, want to make everyday moments more meaningful and transform them into quality time for themselves through the presence of a refined fragrance.
moA takes its name from the phrase “moment of Aroma,” reflecting our deep desire to create beautiful moments enriched by refined fragrances. Each product is formulated with natural aromas carefully selected to present the finest moment at which the fragrance of individual flowers unfolds most beautifully.
*1 Source: INTAGE SRI+; fabric softener market, January–December 2025; year-on-year sales value comparison

2. Release Date and Region:

Wednesday, October 28, 2026, nationwide

3. Product Name, Contents and Price

4. Product Features

(1) Meticulously crafted, refined fragrances
Carefully selected natural aromas capture the finest moment: that point in time when the fragrance of a flower unfolds most beautifully. The lingering notes of these deep, refined fragrances last throughout the day.

・Premium Natural Jasmine Aroma Oil
 Jasmine flowers are carefully hand-picked at dawn and their fragrance extracted while they are still exceptionally fresh.

・Premium Natural Rose Aroma Oil
 Roses at approximately 80% bloom are carefully hand-picked in the morning and selected for use in the formulation.

・Premium Natural Lavender Aroma Oil
 Summer lavender is matured after harvesting to further enrich its fragrance.

(2) A refined feel and enhanced softness
Formulated with the largest proportion of softening agents among Lion’s fabric softeners, the series leaves fibers soft and fluffy for a refined feel against the skin.

Test conditions: Laundry was washed in a top-loading washing machine using the standard cycle and then dried indoors. A standard amount of fabric softener was used (10 ml per 1.5 kg of laundry).

(3) Plant-derived softening agents leave each individual fiber downy and help prevent static electricity
The series also provides a safe, soft finish for baby clothes.

(4) Deodorizing and antibacterial effects^*2 help prevent unpleasant odors such as perspiration and tobacco smoke from clinging to clothing
*2 Not effective against all bacteria.

SOFLAN Aroma Rich Brand Site (Japanese)
https://soflan.lion.co.jp/aromarich/