New Release of Liquid Laundry Detergent "NANOX Deep Penetration Cleaning" (※1)

Lion Corporation (President and Representative Director, CEO: Masayuki Takeomori) will launch "NANOX Deep Penetration Cleaning" (※1), a liquid laundry detergent that thoroughly cleans accumulated odors and stains that cannot be removed by daily washing, without pre-rinsing. The product will be newly released nationwide on September 30, 2026 (Wed).

※1 Non-concentrated liquid detergent

- Newly releasing "NANOX Deep Penetration Cleaning" (※1), a liquid laundry detergent that thoroughly cleans accumulated odors and stains that cannot be removed by daily washing, without pre-rinsing.

- The cleaning ingredients spread instantly, penetrate evenly to every fiber, and thoroughly wash away sweat odor, sebum odor, and yellowing.

1. Reason for Launch

In recent years, the average annual temperature has been rising (※2), and with it, laundry concerns related to odors from sweat and sebum have become more serious. In fact, a survey on laundry awareness among users of non-concentrated liquid detergents revealed that approximately 50% of respondents were more concerned about odor than stains (※3).

Furthermore, synthetic fibers such as polyester and nylon, which are commonly used in functional innerwear materials that are now widely popular, have a tendency to accumulate odors from sweat and sebum, exacerbating these concerns.

Therefore, we are launching "NANOX Deep Penetration Cleaning" (※1), a laundry detergent that thoroughly cleans accumulated odors and stains that cannot be removed by daily washing, without pre-rinsing.

With the addition of "NANOX Deep Penetration Cleaning" to the "NANOX" brand, we can now meet a wider range of consumer needs and concerns. Moving forward, the "NANOX" brand will continue to propose new laundry habits that are gentle on both the environment and people, by realizing "advanced cleaning power" and "the best washing results" to keep clothes cleaner for longer, while simultaneously achieving "water saving" and "time saving."

※2 Report on the Impacts of Climate Change, Overview (FY2025 Edition), February Reiwa 8, Ministry of the Environment

※3 n=3222, Survey on Laundry and Detergent Actual Conditions (conducted November 2023), our company's research

2. Release Date and Region

September 30, 2026 (Wed) Nationwide

3. Product Name, Capacity, and Price

Product Name

Capacity

Retail Price (¥)

NANOX Deep Penetration Cleaning Main Unit

840g

Open Price

NANOX Deep Penetration Cleaning Refill

1150g

Open Price

4. Product Features

(1) Thoroughly cleans accumulated odor stains without pre-rinsing

The cleaning ingredients penetrate deep into the fibers, thoroughly cleaning stubborn accumulated odors and stains caused by sweat and sebum.

(Image diagram)

(2) Thorough antibacterial action

Antibacterial action prevents unpleasant odors around the washing machine caused by bacteria.

*Does not suppress the growth of all bacteria.

(3) Good foam collapse, compatible with one-rinse washing

In consideration of the global environment, we recommend "one-rinse washing." This contributes to water saving, electricity saving, and CO2 reduction.

(4) Clear Citrus Scent

A clear and refreshing scent, combining crisp verbena and lemon with a clean soap note.

[Related Information]

- Long-term Environmental Goal "LION Eco Challenge 2050"

- A Better Wash for Clothes and the Planet. Choose one Project

"Top NANOX" Brand Site

https://top.lion.co.jp/

(Information on this product will be released on September 30, 2026)