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Winner of the Jury Prize at the Sustainable Cosmetics Awards 2023 Toothpaste that you do every day becomes a meditative experience that soothes your mind.

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TENMEI

テンメイ

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TENMEI

Winner of the Jury Prize at the Sustainable Cosmetics Awards 2023 Toothpaste that you do every day becomes a meditative experience that soothes your mind.

〜1,000

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About the brand

Winner of the Jury Prize at the Sustainable Cosmetics Awards 2023 Toothpaste that you do every day becomes a meditative experience that soothes your mind.

[The scent of Japanese that soothes your heart, for a special time just for you] Contains the essence of rare "Kekuromoji" and "Yuzu". A 100% natural scent carefully hand-picked and hand-distilled.

[Don't just polish, connect with yourself] "Mindful brushing" Why don't you turn your daily brushing of your teeth into a special time to face yourself?

[Pleases the body and the earth, gentleness derived from nature] It's something you eat every day. Only naturally derived ingredients are used to achieve both effectiveness and gentleness.

More about the Brand Owner

河野瑞輝

MIZUKI KONO

Misato is a mountain town that boasts the highest aging rate in Miyazaki Prefecture. In this place full of clean air, greenery and warm smiles of people, we weave hope for the future. A small town of 4,400 people has immense potential. The abundant blessings of nature, the traditions that have been passed down, and above all, the warmth of the people. TENMEI is a challenge to create products that support the realization of a wellness life where everyone can live a healthy life both physically and mentally by utilizing local resources. Embrace the emerald green landscape and feel the breath of life. Breathe in the clear air deeply to cleanse your mind and body. Face yourself in silence and listen to your inner voice. TENMEI will be a compass for sharpening these five senses and feeling true abundance. Why don't you live a fulfilling life with TENMEI that is healthy both physically and mentally?

Learn more about this brand

Why are we doing?

What are we doing?

Commitment to the product

Who are supporting us?

Why are we doing?

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In my early twenties, I was fascinated by pure white teeth. Overseas toothpastes that you encounter on your travels, exotic flavors that you order. The ingredient breaks through the single point of "whitening teeth". I believed that the stronger the stimulation, the more "effective" it was. I even thought that the strange taste sensation after polishing and the discomfort in the oral cavity when I woke up in the morning were also the price of whiteness.

However, at the age of 22, my father collapsed due to a cerebral hemorrhage. His brother found him and took him to the hospital by ambulance, but he was left partially paralyzed and is still living in an institution.

My father has bad teeth, which may have something to do with the cerebral hemorrhage. With this in mind, I began to investigate the relationship between teeth and the brain, and the effects of additives and ingredients on the body.

That learning changed my values greatly. When choosing all products, including toothpaste, we have come to focus on being kind to the body, being environmentally friendly, and thinking about the brand. The saying "shopping is voting" is true, isn't it?

I was particularly particular about the choice of toothpaste. The transdermal absorption rate in the oral cavity is very high, and it is said to be more than 20 times higher than the inside of the arm used in patch tests. Transdermal poisons are toxic chemicals that enter the body through the skin. Small molecules enter the bloodstream through gaps in the skin and circulate throughout the body. In addition, it has the property of easily binding to fat, so it is more likely to accumulate.

From an obsession with whiteness to the quest for true health. This was the impetus for the birth of TENMEI.

TENMEI does not just pursue white teeth, but aims to protect the health of the whole body from the oral environment. Carefully selected materials, meticulous manufacturing methods, and sincere thoughts. TENMEI continues to evolve today to protect the future of you and your loved ones.

Why don't you walk with TENMEI for a future that shines both physically and mentally?

What are we doing?

Illuminating the Dawn of the Heart, TENMEI's Challenge

In an era of stagnation, "delivering rich time to everyday life." That is the mission of TENMEI.

"TENMEI" is named after the Japanese word "tenmei". The word for dawn is filled with hope and possibility.

Feeling trapped by pandemics and wars. In today's society, anxiety about the future is growing.

We are about to light a light in each person's heart and welcome the dawn of our hearts.

TENMEI's vision is to raise the level of happiness of Japan.

The gradation from darkness to light symbolizes the dawn of the heart.

First, listen to yourself and fill your heart. It is this sense of fulfillment that helps the people around us and becomes a light that brightens society.

A society where everyone can shine. TENMEI aims to be a piece to create that cycle.

The stage of the activity is Misato Town, Miyazaki Prefecture. It is a marginal village that boasts the highest aging rate in the prefecture.

More than half of the approximately 4,400 people in the town are over 65 years old, and the population is expected to continue to age and decline in the future.

As a D2C brand originating from marginal villages, TENMEI will convey the charm of Misato to the world.

Through TENMEI's products and activities, we will let many people know about Misato and increase the number of friends through migration and employment.

Then, the abandoned school will be reborn as a tenant building, breathing new vitality into it.

TENMEI's challenge will be the light of dawn that will illuminate the future of Misato Town.

Why don't you join us in welcoming the dawn of our hearts and creating a bright future?

TENMEI will walk with you.

Commitment to the product

A rare Japanese scent that attracts attention from all over the world

KUROMOJI

TENMEI uses the natural essential oil of Kekuromoji. Every time you take a deep breath, you feel refreshed, as if you are transported deep into the forest. It is a supreme scent that has been loved since ancient times in Japan.

Due to the rarity of only 0.01 L of extraction from 1 kg of branches and leaves, and the mellow aroma that liberates the mind, the market distribution volume is quite limited.

At TENMEI, we use the highest quality natural essential oils by collecting raw materials.

Yuzu - YUZU

We use only natural essential oils extracted from wild yuzu that have not been touched by humans.

Wild yuzu grows in a limited natural environment and under harsh natural conditions, which increases its yield and rarity. It is also characterized by its unique aroma and rich taste, which is difficult to obtain due to the extremely small amount available on the market. Due to these factors, wild yuzu is highly valued as a rare and valuable fruit.

Uniquely blended "Japan fragrance"

Close your eyes and take a deep breath and you will see the clear air, green mountains, clear rivers, and the beautiful nature of Japan spread out in front of you.

Make brushing time mindful.

Polishing your mind with toothpaste, a blissful moment

We are busy with our daily lives.

Before you know it, your mind is buzzing and your mind is full of distractions.

At such a time, stop and take a deep breath.

Then, slowly start brushing your teeth.

The sensation of the toothbrush touching the teeth, the gentle smell and sound.

By concentrating on the five senses, distractions quietly disappear.

Just being present in the present moment.

Face yourself and hone your mind.

It's like a meditation time.

The mind and body are connected and led to a time of deep relaxation.

By the time the toothpaste is over, my mind is calm and my mind is clear.

Why don't you start today with a deep breath?

Who are supporting us?

・The target is women in their 30s to 50s.

・There are also many customers who are male managers in their 40s and 50s.

Many users are looking for sustainable and high-quality products.

・ We are pleased with those who are concerned about the ingredients (themselves and children) that they take into the body.

・Popular with those who don't like toothpaste.

It is also very popular with those who have not been able to find a toothpaste that suits them (toothpaste refugees)

・Exhibited at department stores and sustainable events

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Deferred payments of up to 60 days

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Deferred payments of up to 60 days

Pay for purchases by invoice. Payment via credit card is also accepted.

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