The Japanese brand iroha launches its first vibrator with vertical motion, blending elegance, softness, and subtle power inspired by the rhythm of the sea.
When it comes to innovation in sexual wellness, few brands manage to combine sensual design with cultural depth quite like iroha. The Japanese femcare label, known for its minimalist aesthetics and gentle approach to self-pleasure, has unveiled the iroha TSUKI+ AONAMI—avibrator inspired by the ebb and flow of ocean waves. The new product, released on November 4, 2025, introduces a “come-hither” vertical motion that mirrors the movement of the tide, inviting a slower, more mindful exploration of pleasure.
(A link to the product can be found at the bottom of this article.)
The TSUKI+ AONAMI introduces a new kind of motion to the iroha lineup. Instead of vibrating in a static rhythm, the device’s soft, tapered tip moves in a gentle arc of about 30 degrees, creating a vertical “come-hither” motion often associated with G-spot stimulation. This movement is paired with layered vibration patterns that rise and recede like waves, allowing users to experience gradual build-up rather than abrupt intensity.
This design approach represents a continuation of iroha’sphilosophy: pleasure that feels natural, comfortable, and emotionally grounding. Rather than focusing on high-powered performance alone, the AONAMI seeks to replicate a rhythmic, organic experience—one that adapts to the body rather than pushing against it.
At its core, the TSUKI+ AONAMI is built for discretion and comfort. The motor delivers strong, deep vibrations while remaining remarkably quiet. It offers four levels of tip motion speed, five vibration intensities, and three rhythm patterns, giving users room to tailor each session to their own pace and sensitivity.
The exterior is made from iroha’ssignature soft-touch silicone, a silky, dust-resistant material that feels velvety against the skin. Beneath that layer lies a cushiony core designed to mimic the softness of flesh, offering a more natural tactile experience compared to traditional firm silicone toys. The combination results in fuller surface contact that feels plush, not mechanical.
Compact yet substantial, the product measures 18 centimeters in length and 4.2 centimeters across its widest point. It is fully waterproof to a depth of 50 centimeters and recharges via USB-C, making cleaning and storage simple. The included travel case doubles as a drying stand, aligning with the brand’s practical and hygienic design ethos.
The name “AONAMI” translates to “blue waves” in Japanese—a fitting title for a device designed to capture the steady rhythm and hidden strength of the sea. According to iroha, the product embodies balance: serenity above, quiet force beneath.
Rika Adachi, Global Marketing Manager for iroha, explains that the brand wanted to create a product that moves “with you, not against you.” In a statement, she noted, “We see pleasure as a tide—it builds, recedes, and returns—and in that ebb and flow lies balance, calm, and confidence.”
This philosophy reflects a larger cultural and emotional context. In Japan, self-care rituals often emphasize harmony and connection between body and mind. iroha’sapproach builds on that tradition, positioning self-pleasure not as indulgence but as part of holistic wellness. By linking sensuality with calmness, the AONAMI bridges physical pleasure and emotional balance.
The TSUKI+ AONAMI arrives at a time when the sexual wellness market is shifting toward mindfulness and design-led intimacy tools. Research by the Kinsey Institute and other sexual health organizations suggests that many consumers are seeking products that support relaxation and embodiment rather than fast, performance-focused stimulation.
This change mirrors broader wellness trends: meditation apps, yoga practices, and slow living philosophies are increasingly influencing sexual wellness design. iroha, as part of the TENGA group, has long been at the forefront of this shift, creating items that combine technical precision with tactile softness. Its past innovations include the use of dust-repelling silicone and ergonomic forms designed for ease of use, catering to users who prefer subtle, body-aware sensations.
The AONAMI continues this trajectory, emphasizing texture, movement, and sensory depth. Its muted color palette and sculpted form echo the tranquility of ocean landscapes, inviting users to incorporate pleasure into everyday self-care routines.
At a retail price of around 249.99 USD (or 200 EUR / 190 GBP), the TSUKI+ AONAMI positions itself in the premium segment of the market. It comes with a one-year warranty, a USB-C charging case, and a discreet storage solution designed for travel.
For iroha, this release is more than just another product. It marks the company’s first vibrator with vertical motion and reaffirms its place among brands exploring how technology and design can harmonize with sensuality. It also signals an ongoing expansion into global markets, with availability through both the iroha Store USA and TENGA STORE EUROPE.
The iroha TSUKI+ AONAMI is not a loud statement piece. Its power lies in restraint: gentle movement, understated design, and an invitation to reconnect with one’s own rhythm. It represents a growing movement within sexual wellness that values subtlety as much as stimulation.
For consumers, it offers an alternative to performance-driven toys—a reminder that sensual pleasure can also be calm, reflective, and deeply personal. As self-pleasure continues to evolve into a form of self-care, products like AONAMI highlight a cultural shift where pleasure, mindfulness, and design flow together as naturally as the tides that inspired it.
Available now at TENGA STORE EUROPE.
