Bringing together Japanese skincare philosophy, hydration science, and accessible products to American consumers with a three-step routine of cleanser, lotion toner, and gel cream.
HORSHAM, Pa., Nov. 6, 2026 /PRNewswire-PRWeb/ -- Most American skincare routines go straight from cleanser to moisturizer. In Japan, there's a step in between. Hada Labo Tokyo™ is relaunching in the U.S. with a hero trio built around Lotion No. 1 Super Hydrator, a lightweight Japanese lotion toner that layers hydration as a prep step after cleansing and before moisturizer. Despite the name, a Japanese lotion isn't a creamy moisturizer or an astringent toner. It's a watery hydrating step that preps skin for what comes next.
Created in Japan by Rohto Pharmaceutical Co Ltd. in 2004, HADALABO is Japan's #1 skincare brand*, known for its "Perfect and Simple" philosophy and expertise in hydration. Building on this legacy, Hada Labo Tokyo™ launched in the U.S. in 2013 with formulas and English-language packaging developed for American consumers, but with the same skincare philosophy and hydration science.
Now, Hada Labo Tokyo™ is entering its next chapter in the U.S. under a new campaign, "Reaches Deeper, Bounces Back", with a refreshed focus on its hero trio, including Lotion No. 1 Super Hydrator, and an expanded assortment. Powered by the brand's signature Super Hyaluronic Acid™, a proprietary blend of three types of hyaluronic acid, the lineup delivers simple yet effective hydration at an affordable price, with three shoppable hero products and additional products planned for later this year.
"In Japan, the lotion toner isn't an extra step; it's the heart of every skincare routine. Many Americans have never tried one, and we want to change that. Layering hydration with a lotion toner is the simplest way to help skin look smooth, plump, and bouncy," said Shunsuke Shinoda, VP of Skincare Category at The Mentholatum Company.
Together, the hero trio introduces consumers to Hada Labo Tokyo™ skincare's approach to everyday hydration, bringing the essentials of J-beauty into their daily routines.
MEET THE HERO TRIO
At the center of the relaunch is the Hada Labo Tokyo™ hero trio, a curated selection of three products that embody the brand's hydration-focused approach to everyday skincare.
Step 1: Cleanse | Gentle Hydrating Cleanser
A gentle, creamy foaming cleanser that washes away dirt, oil, and impurities without stripping skin of essential moisture. Formulated with two types of hyaluronic acid and naturally derived from amino acids, it helps keep skin feeling clean, soft, and hydrated, and is designed to support moisture on skin even after rinsing. Fragrance-free and formulated without alcohol, sulfates, dyes, or mineral oil, it's an easy everyday essential, even for sensitive skin.
Step 2: Hydrate | Lotion No.1 Super Hydrator
A lightweight, fast-absorbing Japanese lotion toner that delivers an instant hydration boost while prepping skin for the rest of your routine. Powered by Super Hyaluronic Acid, a proprietary blend of three types of hyaluronic acid, it helps replenish moisture, support the skin barrier, and leave skin feeling bouncy, smooth, and radiant without a heavy or greasy feel. Dermatologist-tested and formulated without fragrance, alcohol, parabens, dyes, mineral oil, or sulfates, it's suitable for all skin types, including sensitive skin.
Step 3: Moisturize | Skin Plumping Gel Cream
Part serum, part moisturizer, this lightweight, fast-absorbing gel cream delivers multi-layer hydration while helping plump skin and minimize the appearance of fine lines. Powered by Super Hyaluronic Acid, a proprietary blend of three types of hyaluronic acid, plus collagen, arginine, and ceramides, it leaves skin feeling soft, smooth, and supple without a greasy finish. The fragrance-free formula is also free of parabens, dyes, and mineral oil.
All three products and more are available now at Amazon.com and HadaLaboTokyo.com. Explore products and learn how to build your hydration routine on the brand's website.
ABOUT HADA LABO TOKYO™
Hada Labo Tokyo™ is a Japanese skincare brand specializing in hyaluronic acid hydration science. It is rooted in the Japanese skincare philosophy of simplicity, consistency, and deep hydration, powered by its proprietary Super Hyaluronic Acid. Hada Labo Tokyo™ draws on 20+ years of research and formulation expertise from HADALABO, originally created in Japan and is Japan's #1 skincare brand*. Available in the U.S. since 2013, Hada Labo Tokyo™ is distributed by The Mentholatum Company, a subsidiary of Rohto Pharmaceutical Co Ltd. Learn more at www.HadaLaboTokyo.com.
*Source: By total of 5 categories (Self + Medical), (Lotion, Milk, Cream, Essence, Mask) based on INTAGE SRI, SRI+ unit sales of 18 continuous years to Dec. 31st, 2025.
APPENDIX
Media Kit: [HERE]
For Press Inquiries Contact:
PUSH THE ENVELOPE PR
Enisa Borova | enisa@pushtheenvelopepr.com
Media Contact
enisa@pushtheenvelopepr.com, The Mentholatum Company, 1 732-534-5132, enisa@pushtheenvelopepr.com, pushtheenvelopepr.com
SOURCE Hada Labo Tokyo
Share this article