Brain Cosmos Co., Ltd. to Launch New 'Perfume Toothpaste' APALIGHT FRAGRANCE on June 1, 2026

The new common sense: brushing your teeth with perfume.

Brain Cosmos Co., Ltd. will launch 'APALIGHT FRAGRANCE', a new type of toothpaste that incorporates a perfume-like fragrance experience, starting Monday, June 1, 2026. It will be available at drugstores, supermarkets, and home centers nationwide, as well as on Amazon, Rakuten Ichiba, and Yahoo! Shopping.

'APALIGHT FRAGRANCE' is not just a toothpaste meant only for brushing teeth. Before getting ready in the morning, before heading out, after work, before a date, or before sleeping. It is an oral care item that adds a perfume-like sense of elation to the "time to tune oneself" throughout the day.

The catchphrase is: "The new common sense: brushing your teeth with perfume."

Transforming the everyday task of tooth brushing into a beauty routine that even switches your mood. We propose a new tooth brushing experience aimed at the lifestyle of people in their 20s and 30s who care about fragrances.

Changes in "fragrance care" awareness among the 20s and 30s. Entering an era where "mood-boosting fragrances" are sought even in tooth brushing.

Approximately 70% answered that "the scent of toothpaste changes their mood."

Prior to the launch, an "Awareness Survey on Oral Care and Fragrance" was conducted targeting men and women in their 20s and 30s. The results revealed that many people seek not only functionality but also "mood" and "fragrance satisfaction" from their daily tooth brushing.

Survey Results

Q1. When choosing a toothpaste, do you place importance on fragrance and feel? - Place great importance: 38.2% - Place some importance: 43.6% - Do not place much importance: 14.1% - Do not place importance: 4.1% -> 81.8% answered they "place importance on fragrance and feel."

Q2. Would you be happy if tooth brushing time served as a "mood changer"? - Strongly agree: 35.7% - Somewhat agree: 39.4% - Do not really agree: 18.5% - Do not agree: 6.4% -> 75.1% answered they "would be happy if tooth brushing time changed their mood."

Q3. If there was a toothpaste with a high-quality scent like perfume, would you like to use it? - Definitely want to use it: 31.5% - Somewhat want to use it: 45.8% - Do not really want to use it: 15.2% - Do not want to use it: 7.5% -> 77.3% are interested in "perfume toothpaste."

Q4. Do you ever want to adjust the impression of your mouth before going out or meeting people? - Often: 42.6% - Sometimes: 40.3% - Rarely: 12.8% - Never: 4.3% -> 82.9% answered they "want to adjust the impression of their mouth before meeting people."

Survey Overview Survey Name: Awareness Survey on Oral Care and Fragrance Target Audience: Men and women in their 20s and 30s Number of Respondents: 600 Survey Method: Internet survey (in-house research) Survey Period: April 2026

APALIGHT FRAGRANCE proposes an oral care that you not only "brush with" but "wear."

It's a toothpaste, but feels just like a fragrance.

Moving beyond the mint-based freshness common in standard toothpastes, 'APALIGHT FRAGRANCE' aimed for a fragrance experience that softly lifts your mood every time you use it.

The star of the scent is the elegant and glamorous jasmine. Designed with a fragrance that offers a soft sweetness and a sophisticated lingering scent amidst a feeling of cleanliness, making it comfortable to use both morning and night.

From "brushing teeth" to "tuning oneself with fragrance."

Adding the joy of choosing a perfume to your daily oral care.

Key Point 1: Formulated with apatite to beautifully refine the impression of your mouth

"Appearance impression care" that appeals to a highly beauty-conscious generation

'APALIGHT FRAGRANCE' contains apatite, known as an oral care ingredient. Through daily brushing, it cleans and polishes the tooth surface, leading to a mouth impression that exudes cleanliness.

Lipstick, perfume, hair oil, nail polish. As more people refine themselves down to the details, the impression of the mouth has become a part of fashion and beauty.

'APALIGHT FRAGRANCE' is a toothpaste that aligns with this modern beauty sensibility.

Key Point 2: Jasmine-scented, memorable tooth brushing time

Pursuing a fragrance experience that makes you "want to use it again"

The jasmine scent has a fragrance-like tone that is glamorous yet conveys a sense of cleanliness. To turn your mood 'on' before doing your makeup in the morning. To comfortably wind down at the end of the day during your relaxing time at night.

In addition to the "freshness" traditionally sought in toothpaste, it is designed so you can also enjoy the "lingering scent" and the "mood switch."

Key Point 3: The overwhelming novelty of the "perfume toothpaste" concept, making it easy to generate buzz on SNS

A naming and concept that makes you want to tell someone about it

"The new common sense: brushing your teeth with perfume." This single sentence makes you instinctively want to try it.

'APALIGHT FRAGRANCE' is the product name