Self-Care for the Fluctuating Age: RITA ROOTS Launches Multi-Use Moisturizing Oil Available June 27 (Sat)

The active aging brand "RITA ROOTS" launched general sales of its new intimate area oil, "Intimate Oil," formulated for the sensitive, fluctuating skin of women aged 40 and above, on June 27, 2026 (Sat) via its official website.

This versatile oil can be used not only on the V-zone and hips but also all over the body. Its lightweight texture absorbs quickly into the skin without leaving a greasy feel, delivering hydration smoothly to the stratum corneum.

Following the previously launched first products—"Intimate Foam Soap" and "Intimate Moisturizing Cream"—this oil marks the second release in the brand's fem care line. After receiving positive feedback during pre-orders, it is now available for general purchase.

Additionally, a "Special Care Set" combining this oil with the Intimate Sheet Mask, also released on the same day, will be available. After deeply hydrating the skin with the sheet mask, users can follow with the oil for a silky-smooth finish. This duo offers a "Night Ritual" experience, allowing users to enjoy salon-like special care at home just once a week.

Product Name: Intimate Oil (Moisturizing Oil)

Volume: 30ml

Scent: Bergamot and Frankincense

Price: ¥14,300 (tax included)

Release Date: June 27, 2026 (Sat)

Retailer: rita-roots.com (official website)

◾️ Message

RITA ROOTS was founded by Izumi Sanoh, a mother of seven children including twins. During her twin pregnancy, she was advised by her doctor to remain on bed rest, an experience that made her acutely aware of the importance of maintaining energy and vitality throughout life, inspiring her to launch an active aging brand.

"I want to transform the physical and emotional changes women experience from their 40s onward into positive energy.

Aging is not decline—it's an expansion of possibilities.

While we routinely moisturize our faces and bodies, the delicate areas have long been overlooked.

I wanted to deliver safe, long-term care to this important part of the body."

— Izumi Sanoh, Representative, RITA ROOTS

◾️ The Delicate Area Needs Moisture from Age 40 Onward—An Overlooked Spot Despite Daily Skincare

~Social Issue and Development Background

Physical and emotional discomfort associated with menopause has become a growing societal concern. In 2024, Japan's Ministry of Economy, Trade and Industry estimated that economic losses due to women's menopausal symptoms amount to approximately ¥1.9 trillion annually (※). Many women in their 40s and 50s—their prime working years—are silently struggling with bodily changes, often leading them to abandon their careers or daily lives.

One such under-discussed issue is dryness in the intimate area. From the age of 40, declining estrogen (female hormone) levels reduce natural moisture production, making this area—thinner and more prone to dryness than any other skin on the body—especially vulnerable.

While many diligently moisturize their face and body, most neglect this crucial area. Guided by the philosophy that "consistent, proper care can transform change into energy," RITA ROOTS developed an oil that hydrates from face to body—and even the delicate zone—with just one product.

※ Ministry of Economy, Trade and Industry, "Initiatives on Women's Health in Health Management" (February 2024)

◾️ Product Overview

Product Name: Intimate Oil

Volume: 30mL (approx. 30 uses)

Scent: Bergamot and Frankincense

Price: ¥14,300 (tax included)

Release Date: June 27, 2026 (Sat)

Retailer: rita-roots.com (official website)

◾️ Product Features

[1] One Bottle for Face, Body, and Delicate Areas

Designed for use not only on the intimate zone and hips but also on the face and entire body. This single bottle effectively targets dry areas, ideal for those who prefer to minimize their skincare products. Comes with a dropper—each use is 1ml, providing approximately 30 applications.

Despite being an oil, it absorbs quickly without greasiness. Formulated to maximize hydration and penetration, it delivers moisture deep into the stratum corneum, soothing and smoothing the sensitive, fluctuating skin of mature women. For enhanced hydration, follow with the Intimate Cream.

[3] Plant-Derived Ingredients Inspired by Thailand's Traditional "Yuu Fai" Ritual

Inspired by "Yuu Fai," a traditional Thai herbal steam therapy known as a ritual for harmonizing women's bodies and souls. The formula emphasizes hydration and soothing effects, featuring ingredients such as jojoba seed oil, argan oil, sunflower seed oil, centella asiatica extract, galangal leaf, and licorice root extract. Over 95% of ingredients are naturally derived.

[4] Seven-Free Formula Designed for Gentle, Safe Use

Free from mineral oil, parabens, petroleum-based surfactants, sulfates, synthetic fragrances, UV absorbers, and silicones. Designed for safe, long-term use even on sensitive areas.

[5] Naturally Scented with Essential Oils to Calm the Breath

Infused with bergamot fruit oil and frankincense (noukouju) oil. The scent blends fresh brightness with deep, serene calm, creating a moment of mindfulness amid a busy day. Matching the scent of the sheet mask released the same day, it allows for a harmonious, unified self-care routine.

◾️ How to Use

Using the dropper, dispense one dose (1ml) onto clean hands and gently massage into the intimate area, hips, or other body parts. Can also be used on face and entire body. For best results, follow with cream after applying the oil.

Representative: Izumi Sanoh – Profile

Based in Osaka. Mother of seven children, including twins. Founded Rita Wellbeing with the mission of "living energetically and beautifully at every age." After experiencing physical changes from pregnancy, childbirth, and aging, she felt a strong desire to create fem care products that are safe and sustainable for long-term use. In spring 2026, she launched the fem care line under the brand RITA ROOTS. Instagram (personal): @izumi_sanoh

◾️ About the Active Aging Brand RITA ROOTS

Guided by the philosophy of "living energetically and beautifully at every age," RITA ROOTS is an active aging brand dedicated to empowering women aged 40 and above to live more actively and authentically. Founded in 2025, the brand name embodies the spirit of altruism ("RITA"—caring for others by caring for oneself) and a return to the vital roots of life ("ROOTS").

Instagram: @rita_roots_official

Official Website: https://rita-roots.com/

◾️ Company Overview

Rita Wellbeing

Location: Minoh City, Osaka Prefecture

Representative: Izumi Sanoh

Business: Planning and sales of active aging products, operation of wellness seminars, etc.

Official Website: https://rita-roots.com/

【Inquiries】

Rita Wellbeing

Email: [email protected]