Lion was established in 1891 and has adopted the slogan: From Good Morning to Good Night, More Dreams for Your Life. Lion takes pride in its top ranking among Japanese toothpaste and toothbrush manufacturers. Brands include Clinica, Dentor, and Dent. Besides oral care products, the company makes and sells laundry detergent, bleach, cleaners, shampoo, deodorant, and beauty products in several countries. Household products account for about half of sales, but Lion also operates food, chemical, and pharmaceutical divisions. The company has strengthened its competitiveness by introducing new products, such as a teeth-whitening toothpaste, medicated cleansing pads, and a men's deodorant.