Lion Corporation’s corporate history records the launch of Dentor Systema Lion in 1993, comprising a liquid toothpaste, toothbrushes, and mouthwash designed for periodontal-disease prevention. According to Lion’s R&D history, the company developed a toothbrush using super-tapered bristles capable of reaching the gingival sulcus alongside the accompanying toothpaste and mouthwash formulations.3

Origins

Systema originated from Lion’s research into periodontal care in the early 1990s. Rather than treating oral care primarily as a matter of whitening or cavity prevention, Lion developed products to address plaque accumulation around the tooth–gum boundary and inside the gingival sulcus. In 1993, the company launched Dentor Systema Lion, a system consisting of a toothbrush, liquid toothpaste, and mouthwash intended to help prevent periodontal disease.4

The toothbrush was central to the brand’s identity. Lion developed super-tapered bristles with extremely thin ends, allowing them to enter narrow spaces around the teeth and gums.5 Over time, the original Dentor/Systema concept evolved into the Systema brand recognised today.

The name Systema reflects the brand’s original philosophy of approaching periodontal care as a comprehensive system rather than a single product. Lion’s Japanese dental-care division describes Systema as providing periodontal care through a combination of tools and formulations, integrating toothbrushes and other cleaning devices with toothpaste, gels, and rinses.6

Instead of promoting a single product as a solution to oral health problems, Systema advocates using the appropriate combination of cleaning tools and oral-care formulations according to individual oral conditions. This philosophy explains why the brand has historically extended beyond toothpaste to include toothbrushes, interdental brushes, mouthwash, and other specialised products.

The technology most strongly associated with Systema is its super-tapered bristle. Unlike conventional toothbrush bristles that have a relatively uniform diameter and blunt or rounded end, Systema bristles become progressively thinner towards the tip. Lion states that the bristles can have a tip diameter of approximately 0.01 mm on certain Systema toothbrushes.5

Functional significance

The area between a tooth and gum, known as the gingival sulcus, is relatively narrow, and deeper periodontal pockets can develop in cases of periodontal disease. Systema’s design aims to ensure bristles are thin enough to enter these narrow spaces, flexible enough to reduce stress on the gums, and capable of reaching the tooth–gum boundary to remove plaque around the gumline. Lion’s technical documentation notes that tapered, flexible bristles can reach the gingival margin and interdental areas while producing less stress on gum tissue.6 This technology serves as the technical foundation of Systema’s brand positioning.

Systema’s approach to oral care is defined by three core principles.

Cleaning difficult-to-reach areas

The brand focuses heavily on areas that are challenging to clean with standard brushing, including the gumline, gingival sulcus, interdental spaces, and areas around periodontal pockets. Lion describes Systema toothbrushes as being designed to reach deep into the gingival sulcus and remove plaque associated with gum disease.7

Gentle gum care

Systema does not simply emphasise stronger cleaning. Its super-tapered bristles are intended to combine effective cleaning ability with gentle contact against the gums.6

System-based oral care

The brand combines mechanical cleaning tools, such as toothbrushes, interdental brushes, and dental tools, with chemical and formulation-based care, including toothpaste, gels, and mouthwash. This integrated approach distinguishes Systema from conventional toothbrush or toothpaste brands.7

Toothbrushes

Toothbrushes are considered the signature Systema product. The Japanese range includes multiple variations such as Systema Toothbrush, Systema Straight Handle Toothbrush, Systema Toothbrush Super Premium, Systema Dental Tuft, Systema Gum Plus toothbrushes, and electric-assisted products.10 The standard Systema toothbrush is offered in different head sizes and bristle firmness levels, allowing consumers to select options based on their preferences and oral condition.

Thai range

The Thai Systema portfolio includes products such as Systema Proxie, Systema Slim TEQ, Systema Power Teen, Systema All Clean, Systema Anti Bac, Systema Original Soft & Slim, Systema Super Spiral, Systema OD, Systema Super Thin, and Systema Spiral Charcoal.12 This illustrates the distinction between Systema as a global brand concept and its individual national portfolios, as exact product assortments vary by market.

Toothpaste

Systema maintains an extensive toothpaste portfolio. In Japan, the range includes products such as Systema EX Toothpaste, Systema EX W Toothpaste, Systema Haguki Plus, Systema Haguki Plus Premium, Systema Haguki Plus Premium Whitening, and Systema interdental gel.11 These products address specific oral-care concerns including periodontal disease, plaque, gum inflammation, age-related gum weakening, staining, and tooth sensitivity. For example, Lion describes Systema EX W as a medicated toothpaste designed to disinfect gum-disease-causing plaque while also addressing tooth staining.11

Systema Haguki Plus Premium

A significant development in the Japanese Systema portfolio is Systema Haguki Plus Premium. “Haguki” (歯ぐき) means “gums” in Japanese. Lion introduced the original Haguki Plus Premium toothpaste in 2019. In 2026, the company launched an improved formula containing dipotassium glycyrrhizinate (GK2), positioned around gum-tissue care, periodontal-disease prevention, and anti-glycation effects.8 Lion states that this product combines eight functions, including gum-tissue repair and anti-glycation-related care.8 This represents an evolution of Systema’s positioning from simply cleaning the gumline and periodontal pocket to also controlling periodontal bacteria, caring for gum tissue, and addressing age-related gum concerns.

Mouthwash

Mouthwash is another major Systema category. The Thai portfolio includes variants such as Fresh Cool Mint, Fresh Forest, and Quick Care Japanese Cherry Blossom.913 Lion Thailand describes several Systema mouthwashes as containing 0% alcohol, emphasising gentle, non-stinging oral care consistent with the brand’s broader philosophy of effective cleaning without excessive harshness.

Interdental care

Systema also offers interdental brushes and interdental gels. This category addresses the limitation that brushing main tooth surfaces cannot completely clean every interdental space. Lion’s Japanese Systema range includes interdental brushes and medicated interdental gel alongside toothbrushes and toothpaste.10 Consequently, Systema covers the complete oral-care sequence from tooth surfaces and gumlines to periodontal sulci, interdental spaces, and whole-mouth rinsing.

Systema has a substantial consumer presence in Thailand through Lion Corporation (Thailand) Limited. The Thai portfolio encompasses four major categories: Systema Toothbrush, Systema Toothpaste, Systema Mouthwash, and Systema SLIKY FLOSS.18 Thai-market toothpaste products include variants such as Advanced OD,14 Icy Mint,15 Spring Mint,16 Cherry Blossom,17 and Maxi Cool.18 Advanced OD, for instance, is positioned specifically for people with braces, with product descriptions emphasising bacterial accumulation, plaque, and gum inflammation.16 The Thai market demonstrates Systema’s strategy of localising the product portfolio rather than selling identical ranges across all countries.

Systema occupies a distinct position within the oral-care sector. It is not primarily a luxury beauty brand, whitening-only brand, children’s oral-care brand, or general-purpose toothpaste brand. Its strongest territory is specialised everyday oral care, particularly gum and periodontal care. Its technological credibility derives largely from its toothbrush technology rather than advertising alone. The central brand proposition links Systema to gum and periodontal care through deep but gentle cleaning enabled by super-tapered bristles and a complete oral-care system.

Comparison with conventional toothbrush brands

This comparison does not imply that ordinary toothbrushes cannot clean the gumline; rather, Systema has made this specific area its central technological and marketing territory.

Systema’s identity is strongly associated with several key concepts:

• Japanese technology: The brand originates from Lion’s Japanese R&D and has retained a technology-oriented positioning.
• Precision: The ultra-fine bristle serves as both a visual and technical symbol of precision.
• Gum gentleness: The brand emphasises gentle contact rather than aggressive brushing.
• Deep reach: Reaching areas inaccessible to ordinary brushing is essentially the conceptual territory of Systema.
• Preventive care: Systema emphasises everyday self-care rather than waiting until serious oral problems develop. Lion’s Japanese brand site explicitly frames Systema as a leader in self-care for periodontal disease.7

Systema has become particularly notable in Japan’s toothbrush market. Lion’s current Japanese Systema product information states that the Systema brand’s combined sales value was No. 1 in the adult toothbrush market for 21 consecutive years from 2004 to 2024, based on cited Intage SRI/SRI+ market data.19 This statistic indicates that Systema’s positioning is not merely a niche dental-professional concept but has established it as a major consumer oral-care brand in Japan.

Systema is not an independent company but a brand within Lion Corporation, the Japanese consumer-goods company whose businesses include oral care and other household and personal-care categories. Lion has a long history in oral care, and Systema is one of its major brands. The brand sits within Lion’s Oral Care division alongside toothbrushes, toothpaste, mouthwash, interdental care, and electric/assisted brushing products.

Systema can be characterised by five defining attributes:

1. Japanese origin: Developed by Lion in Japan.
2. Periodontal focus: Gum health is the brand’s central territory.
3. Super-tapered bristles: Its signature toothbrush technology.
4. System approach: Integration of toothbrush, toothpaste, mouthwash, and interdental care.
5. Market localisation: Product ranges and formulations vary between countries such as Japan and Thailand.

• 1993: Lion launches Dentor Systema Lion, combining a toothbrush, liquid toothpaste, and mouthwash for periodontal-disease prevention.3
• 1990s onward: Super-tapered-bristle technology becomes a defining feature of the Systema toothbrush concept.19
• 2019: Lion launches Systema Haguki Plus Premium toothpaste in Japan.8
• 2020s: Systema expands its portfolio into multiple specialised toothpaste, toothbrush, mouthwash, and interdental products.
• 2024: Cited market data records Systema as the leading adult toothbrush brand by sales value in Japan for the 21st consecutive year.19
• 2026: Lion introduces an improved Haguki Plus Premium formula, adding GK2 and an anti-glycation-oriented gum-care proposition.8

1. Systema ブランドサイト｜一般のお客さま向け情報｜ライオン歯科材株式会社
2. 歯周病セルフケアをリードするシステマ｜ライオン
3. Lion Corporation › Systema Toothpaste
4. Lion Corporation › SYSTEMA
5. Systema 歯ブラシ｜一般のお客さま向け情報｜ライオン歯科材株式会社
6. Systema 歯ブラシ｜DENT.｜ライオン歯科材株式会社
7. Systema ブランドサイト｜DENT.｜ライオン歯科材株式会社
8. Lion Launches SYSTEMA Haguki (the Gums) Plus PREMIUM Toothpaste With a New and Improved Formula That Prevents Periodontal Disease, Featuring Gum Tissue Repair & Anti-Glycation Action ｜News Release｜Newsroom | Lion Corporation
9. Lion Corporation › Mouthwash Systema
10. サイトマップ｜歯周病セルフケアをリードするシステマ｜ライオン
11. 製品ラインアップ｜システマ｜ライオン
12. Product Details | Thailnd Halal Information Center
13. Product Details | Thailnd Halal Information Center
14. Lion Corporation › Icy Mint
15. Systema
16. Lion Corporation › SYSTEMA
17. Lion Corporation › Cherry Blossom
18. Lion Corporation › SYSTEMA
19. 製品ラインアップ｜システマハグキプラス｜ライオン