Counterpain Analgesic Balm

Counterpain is a well-known topical analgesic balm used for the temporary relief of minor aches and pains of muscles and joints. The brand has a rich history, having been originally developed and marketed by Bristol-Myers Squibb (BMS). It became a staple in many households, particularly in Southeast Asia, for its effective warm and cool sensations provided by active ingredients like Methyl Salicylate, Levomenthol, and Eugenol.

In 2009, as part of a strategic divestment of its over-the-counter (OTC) pharmaceutical business in several Asian markets, Bristol-Myers Squibb sold the rights to the Counterpain brand to Taisho Pharmaceutical Co., Ltd. Based in Japan, Taisho is a leading pharmaceutical company specializing in the manufacturing and distribution of OTC medicines and health-related products.

Today, Counterpain is primarily manufactured and managed by Taisho's regional subsidiaries, particularly in Thailand (Taisho Pharmaceutical Thailand) and Indonesia. The product remains one of the most popular muscle rubs in the Asia-Pacific region, maintaining its iconic red and white packaging and the distinctive silhouette of a person in pain on the box. The brand's ownership represents a significant transition from an American pharmaceutical giant to a prominent Japanese healthcare corporation.