It's Este Pururun, a japanese bath lotion. Hard to find in the USA, but this is one I've found on Amazon. The price fluctuates over time, usually ~$20, but currently apparently over ~$40. It's worth it, it's an amazing lubrication to play with, in many ways.
https://www.amazon.com/gp/product/B000FQ6ASK/ref=ppx_yo_dt_b_asin_image_o02_s00?ie=UTF8&psc=1