For Those Who Wake Up After Brushing Teeth Before Bed: Sleep Lifestyle Brand 'shhn Dream Care Laboratory' Launches First 'Night-Only' Non-Mint Toothpaste Gel on July 21, 2026

A Nighttime Toothpaste Gel That Won't Disrupt Sleep

buyLab Inc. (Headquarters: 6-23-7 Jingumae, Shibuya-ku, Tokyo, 4F; CEO: Hideyuki Suzuki) announces the launch of shhn Dream Care Laboratory (pronounced 'shin'), a new sleep lifestyle brand dedicated to enhancing the pre-sleep experience. The brand’s first product, the 'Non-Mint Toothpaste Gel' (JPY 2,970 including tax), will be released on Tuesday, July 21, 2026, exclusively via the official e-commerce site.

Unlike conventional oral care products that emphasize a 'refreshing, cool sensation,' this gel is designed as a new nighttime ritual to gently transition the mind into a state of relaxation before sleep.

Available at the official website: https://shhndcl.com

In recent years, public interest in sleep quality has grown significantly—not only in the act of sleeping itself, but also in the lifestyle practices that prepare the body and mind for rest. However, the oral care market remains dominated by mint-based products focused on freshness, whitening, or cavity prevention, with few offerings specifically designed for nighttime use.

The inspiration for shhn came from real user feedback: 'Brushing my teeth before bed wakes me up due to the strong mint sensation.' This insight led buyLab to rethink one of the most essential daily routines—not just as a hygiene practice, but as a moment to gently shift the mind toward sleep. Thus began the development of a non-mint toothpaste gel that minimizes stimulating effects.

About the Brand

shhn was born from the concept of 'designing the journey to sleep.' Rather than focusing solely on sleep itself, the brand aims to support the moments leading up to it, offering new nighttime rituals that gently calm the mind and body at the end of the day.

Closing your smartphone. Dimming the lights. Taking a deep breath. And brushing your teeth.

We believe that these small, mindful actions, when practiced consistently, form the foundation of a restful night’s sleep. Delivering quiet comfort at the end of each day is the core philosophy behind every shhn product.

A hygienic pump bottle and natural-friendly gel formula

[First Product Highlights]

1. Innovation in 'Non-Mint × Low-Foaming Gel' to Prevent Alertness

Specially formulated to minimize strong mint sensations and excessive foaming, ensuring a peaceful pre-sleep routine without disruption.

2. Three Natural Essential Oil Blends to Guide the Mind into Relaxation

Fragrances of lavender, geranium, and chamomile act as a sensory cue for sleep, helping to signal the brain that it’s time to wind down.

3. A Hygienic and Elegant Pump Bottle Designed to Blend into Nightly Routines

A refined, minimalist design that complements bedroom aesthetics without standing out.

Fragrance Options: Lavender, Geranium, and Chamomile

Each scent offers a unique olfactory experience, gently enveloping the user in a soothing atmosphere conducive to sleep.

[Product Details] Product Name: shhn Non-Mint Toothpaste Gel Scents: Lavender / Geranium / Chamomile

Net Weight: 80g Price: JPY 2,970 (including tax) Release Date: July 21, 2026 (Tuesday) Sales Channel: Official e-commerce site https://shhndcl.com Country of Manufacture: Japan

[Future Plans] shhn will begin with the toothpaste gel and expand into a full range of products designed to enhance the pre-sleep experience. Beyond oral care, the brand aims to curate rituals and environments that gently prepare both mind and space for rest, shaping a new lifestyle centered around sleep wellness.

[Brand Overview] Official Name: shhn Dream Care Laboratory Abbreviation: shhn Category: Sleep Lifestyle Brand Official E-commerce Site: https://shhndcl.com

[Company Information] Company Name: buyLab Inc. CEO: Hideyuki Suzuki Address: 6-23-7 Jingumae, Shibuya-ku, Tokyo, 4F Phone: 03-5774-2140

Tonight, sleep quietly. Good night.