Looking Back at 10 Years of iroha: A New Beginning as a Femcare Brand


iroha line up

On March 3, 2023, iroha celebrated its 10th anniversary. To commemorate this event we welcomed model and actor Kiko Mizuhara to be our 10th Anniversary Ambassador. As well as appearing in iroha advertising and press conferences, Kiko also collaborated with iroha on the development of new items.

In addition, iroha unveiled its new Brand Statement. We've rolled out several new projects to celebrate our 10th anniversary, including various campaigns.

In this article, we'll share some of the projects we've been working on over the past year, along with photos.


Getting to Know Kiko Mizuhara: A Collaboration Begins

Kiko Mizuhara

This was truly a milestone year, and for iroha's 10th Year Anniversary we welcomed the multi-talented actress, Ms. Kiko Mizuhara as our ambassador.

Ms. Mizuhara, unbounded by conventional norms, speaks her truth in her own words. Her perspective on sexuality embraces a more positive view. Many women are inspired by Ms. Mizuhara's example of living an authentic life.

Therefore, as a person who supports the quality of life of women, much like iroha, we have decided to appoint Ms. Mizuhara as our Ambassador.

In 2021, Ms. Mizuhara came to the TENGA office to film a segment for her Amazon Prime original program "Kiko Kikaku," which she produced. ‘When I first came across iroha items at the store, I thought, "Finally, these are items made for women!" That's what I really felt.’ she commented.

Together with Kiko Mizuhara, who has loved iroha since its release, we have worked on spreading the message of iroha to the world for the past year!

[March 2023] Brand Advertisement in the Yomiuri Shimbun

Kiko Mizuhara as iroha's brand ambassador

On Friday, March 3, 2023, a brand advertisement was placed in the morning edition of the Yomiuri Shimbun.

This is the first newspaper advertisement placement for both iroha and TENGA Co., Ltd.

In addition, it was the first time in Japan that a pleasure item has been advertised in a national Japanese newspaper.

The ad copy reads, "I enjoy my sexuality. I adore being who I am.“ “The power to enrich my life is within me.” To deliver this message, we partnered with Kiko Mizuhara, model and actor, as the face of the campaign.

Furthermore, the press release for this newspaper advertisement was selected as one of the "Best 101" press releases in the "Press Release Awards 2023" held by PR TIMES Corporation.

This is the first time that TENGA Co., Ltd. has received the Press Release Award.

[March 2023] iroha 10th Anniversary Press Conference

iroha press conference

On Friday, March 3, 2023, a press conference was held to commemorate iroha's 10th anniversary.

The venue was TRUNK HOTEL MORI. Close attention was paid to the decoration of the venue, to put people in mind of a beautiful and sunny Spring day.

During the press conference, iroha's Art Director, Public Relations Director, and Business Director, commemorated the brand's journey from its start to its 10th anniversary. They unveiled the new brand statement “Color Your Pleasure. Love Yourself and Live Life Your Way” and presented the brand's future outlook.

In addition, Ms. Kiko Mizuhara, who was appointed iroha ambassador for its 10th Anniversary, took the stage and held a panel session with iroha employees on the theme of Female Sexuality.

[March 2023] iroha Renewal 

iroha renewal

In March 2013, iroha launched the iroha YUKI, SAKURA, and MIDORI. These products have all been renewed to enhance the user experience.

The shape and button design have been renewed, and one new rhythm pattern has been added.

Delve deeper into sensual bliss with the sensually soft feel.

Learn more about iroha here.

[May 2023] Instagram Live Project "Wellness Hub Live"

On iroha's official Instagram page, we held an Instagram Live Project "Wellness Hub Live ~ Ask the Professionals ~" to discuss various topics about the body and health.

We covered topics such as self-pleasure and intimate area care, which are usually difficult to talk about, in a bright and positive way.

Find iroha's global Instagram account here!

[July 2023] Kiko Mizuhara's Photo & Autograph Session at the Daimaru Umeda iroha STORE

On July 1, Kiko Mizuhara visited the iroha STORE in Daimaru Umeda Department Store in Osaka! We held an instant photo and autograph event, which was a great success, with a wide range of people in their 20s ~ 50s who participated.

For the first time in a long time, I felt pain during sex, so I decided to go to the hospital. I also decided to buy some iroha items to help my recovery along. By chance I decided to come to this store and found out about this event, said a longtime fan of Kiko Mizuhara.

[October 2023] Exhibit at Femtech Tokyo

For three days from October 5~7, 2023, we exhibited at "Femtech Tokyo" held at Tokyo Big Sight.

At an event for companies supporting health and empowerment for women in all stages of life, iroha participated as a femcare brand, showcasing and selling self-pleasure items and intimate care products.

[January 2024] Pop-up Store Opened at Yurakucho Marui

To celebrate the 10th anniversary of the brand, iroha held the exhibition "iroha 10th Anniversary CONCEPT STORE: A Hands-on iroha Exhibition," at the Concept Shops on the 2nd floor of Yurakucho Marui Department Store in Tokyo, from January 18-31, 2024.

In addition to the product exhibition, we also offered a quiz that unraveled the history of self-pleasure and shared the authentic voices of individuals who have actually tried the items.

Stay tuned for 11th Anniversary Announcements ♡

In addition to the events and products already mentioned in this article, it was an even busier year, with the launch of the iroha koharu, an insertable item for beginners, and the limited iroha SVR TWILIGHT Edition in beautiful gradient colors.

Looking forward to our 11th anniversary, we will continue to develop products and deliver content that will allow women to enjoy their sexuality with comfort and confidence.

Please stay tuned ♡