The Heart of All We Do

LION has been a regular part of everyday life for more than 130 years. Since then, we have seen how ordinary days add up to a lifetime. We believe that every day is the first step into a bright future and living positively to the fullest daily is the essence of happiness. This is why our mission is to contribute to ordinary life every day and this commitment is also reflected in our corporate slogan.

Corporate Message

Corporate Philosophy


Make a difference in everyday lives by redesigning habits: ReDesign


Our beliefs guide all that we do—our thinking, our actions and our decisions—as we strive to implement our purpose in an ever more diverse world. Based on these beliefs, all of us at Lion strive to find new ways to improve everyday living, bringing passion and professionalism to our work.

New habits are valuable only when people make them their own. If society doesn’t see the value in a new idea, there is always a reason why. We must ask ourselves, Is the idea really helpful for better living? In adjusting it to be more practical, have we lost its essence? Is the idea competitive enough to stand out? Will society still need it in the future? Being chosen by customers is essential to making a difference in everyday lives. “The customer determines the value” is the business perspective Lion values most.
There is value in being “just ordinary.” Our most ordinary feelings, tastes and thoughts are those that resonate most broadly. Listen to your heart and take the initiative, moving forward with courage and humility. When one person’s enthusiasm for an idea spreads to others— that is how we create new habits. Life is too short to do only what others ask of us. Lion values a culture that tolerates failure and celebrates effort.
Better habits can support physical and mental health, so spreading them quickly matters. We squarely face the problem to be solved and strive to find high-quality solutions in less time. Don’t rush forward blindly; rather, question convention to find the way forward. Avoid getting bogged down in planning; just give it a try and quickly adjust to get closer and closer to the answer. A true professional not only does good work, but does it quickly. In this time of change, we at Lion believe that we cannot make a difference by arriving on the scene late.
No ingredient can react with itself to form something new. The same goes for people. True breakthroughs happen when individuals offering different ingredients— skills, knowledge and perspectives— come together under a single goal. At Lion, we always strive for open discussion, regardless of position or age, department or country, and actively work with external partners to develop more creative solutions.
The world is changing and changing fast. As technology, lifestyles and society change at a dizzying pace, the appearance of new players can transform markets at any moment. In uncertain and unpredictable times, we must always consider multiple future scenarios and react flexibly. Change can be scary, but it can also be fun. A changing environment is an opportunity to evolve. Since our founding, we have constantly striven to forge new paths in the face of challenges. The courage to change drives Lion’s growth.


Handed down since Lion’s founding, our DNA is the cornerstone of all that we do.

Fulfilling a Spirit of Love

Corporate slogan

Our corporate slogan “” is a simple expression of our corporate philosophy. It expresses our determination to love and contribute to the important daily lives that people cherish.

We have seen how ordinary days, one at a time, add up to a lifetime. Moreover, we have come to believe that each new day is the first step into a bright future, and that living every day positively and to the fullest is the essence of happiness. Our corporate slogan, “” inspires us to think past today and into the future. In order to achieve a bright future, we must live each day and each moment of today with care and positivity. That is why we have made it our mission at Lion to contribute every day to ordinary life through better habits as well as to contribute to a sustainable society.

Fulfilling a Spirit of Love

Guided by the company motto – “Fulfilling a Spirit of love” – LION’s product philosophy is founded on our promise to enrich people’s lives and bring them happiness, and we do so in more ways than one for the whole family. We are a company that creates value for lifestyle and spiritual fulfilment long into the future by consistently safeguarding health, comfort and the environment for people each and every day.

Our products for everyday living are created using Japan’s technology to make daily routines easier for a better quality of life.
Our knowledge, creativity and technological advancements have been key to developing tomorrow’s smart solutions.

LION has been continuously innovating to provide superior products for smarter living.
We’ve made a difference with effective and convenient products for:
  • Oral Care

  • Beauty Care

  • Baby Care

  • Fabric Care

  • Home Care

Established in 1982, LION Corporation (Singapore) Pte Ltd is a wholly-owned subsidiary of LION Corporation Japan. Having observed the lives of people for over 130 years since the founding of LION Corporation Japan in 1891 by Mr Tomijiro Kobayashi, LION understands the needs of the people and is dedicated to providing innovative and technology-driven products that make everyday living a healthy and pleasurable experience.

Compliance Declaration

The LION Group’s strong reputation for trustworthiness has been built through decades of hard work by its employees. The trust the Group enjoys has been a key driver of its growth and development. As our operating environment continues to undergo profound changes, we strongly believe that it is necessary to clearly lay out the principles that anchor our behavior, which we have honed over years of operations, in a Code of Conduct. We must create and maintain a framework that will ensure that each and every person working in the LION group understands and is able to carry out their responsibilities.

Compliance means obeying laws and regulations as well as maintaining a strong ethical grounding in order to satisfy the expectations and needs of customers and other stakeholders while fulfilling our role as a public entity. We regard ethics as meaning, broadly, doing what is right. In concrete terms, we see this as rooted in being honest, observing social mores, not antagonizing others, and thinking of others as we think of ourselves. Based on this understanding, we established the LION Group Charter for Corporate Behavior.

We hereby declare our commitment to upholding the LION Group Charter for Corporate Behavior and ensuring that the Company is useful and valuable to society.

AL (All LION) Heart Hotline

In LION Singapore (hereinafter, the “Company”), compliance is the cornerstone of the company’s existence, and we commit to uphold the highest integrity and trust in our daily practices. If the Company’s employees or stakeholders become aware of any conduct in violation by the Company or its employees, in areas of laws or corporate ethics, or otherwise wish to consult about any other ethical issues, they can report or consult through this Compliance Hotline.

Reporting Windows
  • Compliance Committee
    LION Corporation (S) Pte Ltd.
    221 Kallang Bahru, LION Building, Singapore 339349
    Email to:

Other alternatives:

  1. LION Corporation Auditing Office
    Attn: Person responsible for corporate ethics, Auditing Office, LION Corporation
    1-3-28 Kuramae, Taito-ku, Tokyo 111-8644, Japan
    Email to:
  2. External attorney
    Attn: Attorney-at-law, Shuji Yamaguchi Okabe & Yamaguchi Counselors at Law
    5F, Eiha-shinkawa, 1-5-17, Shinkawa, Chuo-ku, Tokyo 104-0033 Japan
    Email to:
Reporting method
  • Please provide report in writing via any one of above windows.
  • Report may be made anonymously. However, anonymous report may hinder follow-up clarifications and investigations. Whistleblowers are encouraged to identify themselves where possible (name and contact details) to facilitate the investigation process.
  • All reports should be made in good faith.
Whistleblower Protections
  • The identity of whistleblower and all information disclosed will remain strictly confidential.
  • The staff tasked with investigating and responding to consultations and reports maintain strict confidentiality regarding such consultations and reports and their content.
  • Individuals shall not be treated disadvantageously for having used the hotline for consultation or reporting.
  • Individuals shall not be treated disadvantageously for cooperating in investigations, etc.