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The history of MENTHOLATUM began in 1889 in Kansas, USA, when Albert Alexander Hyde established the Yucca Company. Working alongside pharmacist colleagues, Hyde developed medicinal products intended for household use.

After approximately four years of research, the team formulated an ointment designed to provide relief for common ailments, including discomfort associated with colds, itching, and insect bites. This formulation became known as Mentholatum Ointment.1

The name was formally registered as MENTHOLATUM in 1895. It is a portmanteau derived from two key ingredients:

• Menthol: The cooling aromatic compound.
• Petrolatum: The petroleum-based ointment base.

Consequently, the name describes the product’s characteristic combination of menthol and petrolatum.1 In 1906, the Yucca Company was reorganised and renamed The Mentholatum Company.

The ointment served as the foundation of the brand’s identity. Historically, MENTHOLATUM was positioned as a versatile household medicinal product used for topical relief of minor itching, insect bites, and cold-related discomfort. The distinctive cooling sensation and menthol aroma became synonymous with the brand name.1

Crucially, the original product established the brand’s core positioning: simple, practical healthcare intended for everyday family use. This philosophy remained central even as the company expanded into new categories.

MENTHOLATUM gradually transitioned from a domestic American manufacturer to an international business. Historical records indicate that overseas expansion included operations in countries such as Canada and the United Kingdom during the early 20th century, followed by entry into numerous other international markets.

A significant element of the brand’s international identity was the “Little Nurse” character. Depicted as a young girl in nursing attire, this mascot became a recognisable symbol of care, relief, and family healthcare. Historical materials note that the character appeared in promotional content as early as the 1920s and subsequently became closely associated with the brand.4

A pivotal chapter in the brand’s history is its relationship with the Japanese healthcare company ROHTO Pharmaceutical. Established in 1899 when Yasutami Yamada opened a pharmacy in Osaka, ROHTO grew into a major pharmaceutical and healthcare enterprise.

In 1975, ROHTO obtained exclusive trademark usage rights for MENTHOLATUM in Japan, commencing local production and sales. This marked a significant expansion into the Japanese skincare and healthcare market.

Subsequently, in 1988, ROHTO acquired The Mentholatum Company (USA), assuming full management control. This acquisition provided the foundation for ROHTO’s subsequent international growth. The brand’s trajectory can be summarised as follows: MENTHOLATUM began as an American brand, expanded internationally, entered Japan through ROHTO, and was ultimately acquired by ROHTO.

Under ROHTO’s ownership, the MENTHOLATUM product universe expanded significantly beyond its original ointment.

Lip care

One of the brand’s most recognisable categories is medicated and moisturising lip care. ROHTO launched MENTHOLATUM lip products in Japan during the 1970s, and lip care subsequently became a major international category for the brand.4

Acne care

The brand developed products specifically for acne-prone skin. A notable example is Mentholatum Acnes, which was introduced in Japan in 1998.

Skincare

The portfolio expanded to include everyday facial and body skincare, encompassing both moisturising and treatment-oriented products.

Men’s grooming

MENTHOLATUM developed dedicated men’s skincare lines, including facial cleansers, lotions, and other grooming essentials.

Hair and scalp care

The broader portfolio also entered the hair and scalp care segment.

Sun care

The group expanded into sunscreen and sun-protection products.

This transformation illustrates how MENTHOLATUM evolved from a single iconic ointment into a wider consumer healthcare and beauty platform.4

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MENTHOLATUM maintains a significant presence in the Chinese-speaking market. Mentholatum (China) Pharmaceuticals Co., Ltd. was established in 1991 in Guangdong, developing manufacturing and distribution capabilities to serve the region.4

In China, the brand is commonly known as 曼秀雷敦 (Mànxiùléidūn). Its portfolio has expanded substantially beyond the original ointment to include:

• Lip care
• Men’s skincare
• Women’s skincare
• Sunscreen
• Acne care
• Hair care
• Anti-aging products
• Cleansers
• Moisturisers
• OTC healthcare products

The Chinese operation articulates its philosophy with the phrase “处处关怀，成就更好”, which broadly conveys the concept of care everywhere, making things better.3

Japan plays a critical role in the modern development of MENTHOLATUM. Following ROHTO’s commercialisation of the brand in 1975, it evolved far beyond an imported American ointment. ROHTO utilised the brand as a platform for developing additional healthcare and skincare products, including:

• Mentholatum Ointment
• Mentholatum Medical Lip
• Mentholatum Medicated Lip
• Mentholatum AD
• Mentholatum Acnes
• Other dermatological and skincare products

ROHTO states that the number of MENTHOLATUM products grew from only a few items in the 1970s to more than 170 products throughout its Japanese development history.4

In Malaysia, MENTHOLATUM is marketed within the broader Rohto Mentholatum ecosystem. The official Malaysian website presents products across multiple categories, including:

• Skincare
• Haircare
• Suncare
• Eyecare
• Lip care
• Acne care
• Men’s care

The online catalogue also features brands from the wider ROHTO portfolio, such as Hada Labo, Melano CC, and 50 Megumi, alongside MENTHOLATUM-branded items.5 The official site lists Mentholatum Malaysia Sdn Bhd with an address in Bangsar South, Kuala Lumpur.

It is necessary to distinguish MENTHOLATUM as a master brand from the various product lines associated with the broader Rohto Mentholatum business. In markets such as Malaysia, the official catalogue includes categories like Mentholatum Men, Mentholatum Acnes, Mentholatum Lipcare, and Mentholatum skincare, while also retailing sister brands like Hada Labo and Melano CC.5

References to “MENTHOLATUM” may therefore encompass:

Classic healthcare
* Mentholatum Ointment
* Topical relief products

Lip care
* Medicated lip balms
* Moisturising lip products
* Sun-protective lip products

Facial care
* Cleansers
* Moisturisers
* Acne treatments
* Toners and other skincare

Men’s care
* Facial cleansers
* Lotions
* Moisturisers
* Oil-control products

Body/hair care
* Scalp and hair products
* Anti-dandruff products
* Other personal-care products

The specific portfolio varies considerably by country.

The identity of MENTHOLATUM has historically been anchored in several core concepts:

Care

The brand’s heritage is rooted in household healthcare and practical relief, with historical messaging emphasising care for ordinary people and families.

Reliability

With origins tracing back to 1889, MENTHOLATUM possesses over a century of consumer recognition, providing a significant advantage in brand trust.1

Accessibility

Rather than positioning itself exclusively as a luxury healthcare or beauty brand, MENTHOLATUM has generally emphasised products intended for ordinary, everyday use.

Innovation

Under ROHTO, the brand has continuously expanded into new healthcare and beauty categories while retaining its historical identity.4

Perhaps the most recognisable visual element in the brand’s heritage is the Little Nurse. Depicted as a young girl dressed as a nurse, she became an enduring symbol of the brand. Historical sources indicate that the character appeared in promotional materials before being formally incorporated into packaging.4

The character simultaneously communicates multiple attributes: Nurse → healthcare → gentleness → family → trust → relief. This imagery was particularly significant because the early identity of MENTHOLATUM focused not merely on “menthol”, but on creating a friendly household healthcare product.

Today, MENTHOLATUM is best understood as part of the Rohto group rather than as an entirely independent entity. ROHTO Pharmaceutical is a Japanese healthcare company whose businesses encompass pharmaceuticals, cosmetics, functional foods, and other healthcare products. As of March 2026, ROHTO reported consolidated sales of approximately ¥343.7 billion and 9,292 consolidated employees.

MENTHOLATUM serves as a key international brand asset within ROHTO’s broader health-and-beauty business. This relationship allows the brand to leverage ROHTO’s:

• Pharmaceutical expertise
• Research and development capabilities
• Manufacturing infrastructure
• Asian distribution network
• Skincare technical knowledge
• International expansion frameworks

MENTHOLATUM is notable for preserving its heritage product identity while continuously adapting its portfolio. Its longevity can be attributed to a combination of historic trust, recognisable branding, everyday healthcare relevance, and product innovation.

While the original Mentholatum Ointment established the brand’s reputation, later generations of products—particularly in lip care, acne care, skincare, and men’s grooming—have ensured continued relevance among younger consumers. Consequently, the brand functions simultaneously as a traditional medicine-cabinet staple and a modern Japanese/Asian skincare label.

Compared to typical modern skincare companies, MENTHOLATUM exhibits several unusual characteristics:

1. Extremely old heritage: Origins dating to 1889 predate many modern pharmaceutical and beauty brands.1
2. Healthcare before beauty: Reputation was originally built on medicinal ointment rather than cosmetics.
3. American origins with Japanese development: While founded in the US, modern innovation and Asian expansion have been driven by ROHTO.
4. Strong Asian presence: Japan, China, and Southeast Asia are particularly important markets.
5. Recognisable heritage mascot: The Little Nurse provides a distinctive visual identity.
6. Diversification: Successful transition from ointments to comprehensive personal care.

As of 2026, MENTHOLATUM is best described as a global healthcare and personal-care brand within the Rohto group, rather than simply an ointment manufacturer. While its historical core remains topical healthcare, its modern consumer-facing identity encompasses a much broader range of health and beauty products. The official website describes the brand as having more than 135 years of health and wellness history.1

In markets such as Malaysia, the current assortment demonstrates the extent of this expansion; the official catalogue lists hundreds of products across skincare, haircare, lip care, men’s care, acne care, sun care, and other categories, although some belong to sister brands within the wider ROHTO portfolio.5

1. About Mentholatum® | 135 Years of Health & Wellness Leadership
2. About Us – Mentholatum
3. 曼秀雷敦品牌介绍，品牌创立及企业宗旨，品牌发展，曼秀雷敦130周年
4. 「メンソレータム」の歴史 | ロート製薬: 商品情報サイト
5. ALL PRODUCT – Mentholatum Malaysia