usmile Taps Global “Mouth Perfume” Trend with Launch of usmile Fresh White Perfume Toothpaste, Targeting Thailand’s Fast-Growing Toothpaste Market
Functional oral health is on the rise as a new generation treats oral care as a lifestyle statement — with white teeth and fresh breath becoming the new markers of personal confidence.
usmile, a professional oral care brand with over 86 million users across 30 countries and regions, launched usmile Fresh White — a perfume toothpaste that brings together internationally recognised oral care innovation and the art of fragrance developed in collaboration with fine Swiss perfumers. The launch comes as consumers increasingly view oral health not as routine hygiene but as an extension of their self-care lifestyle — as personal as skincare or the fragrance they wear. Targeting growing demand in the Functional Oral Health segment, a category of products designed to deliver specific, elevated benefits beyond basic cleaning, usmile Fresh White is built around what Thai and global consumers want most from a premium toothpaste: whiter teeth and long-lasting fresh breath.
According to Fortune Business Insights, the global toothpaste market was valued at over USD 20 billion in 2025 and is projected to reach USD 33 billion by 2034, with Asia-Pacific commanding the largest regional share at 36.72%. Whitening toothpaste is the largest segment in the category, accounting for 33.44% of the global market in 2026 — a clear signal that white teeth have become as much about image and confidence as they have about cleanliness.
Thailand is one of the markets where demand for premium whitening toothpaste is rising steadily, usmile noted. The country’s widespread daily consumption of coffee, Thai tea, and green tea means stain removal is an ongoing concern — one that requires a toothpaste specifically formulated to tackle discolouration. Beyond whitening, Thai consumers increasingly seek out and are willing to pay more for multi-function toothpastes that can effectively care for teeth and gums, reduce staining, and combat bad breath all at once.
Mr. Sam Yang, Country Director, usmile Thailand and the Philippines, said, “The global Personal Care market continues to grow, and toothpaste is moving beyond personal hygiene into lifestyle territory — products that understand the consumer’s experience, how they feel and express themselves. In that context, we see perfume toothpaste emerging as a new trend that aligns with the Mouth Perfume movement gaining traction worldwide as people believe that a fresh, odour-free mouth is as important a personal statement as wearing a fragrance. Today, conversations around self-improvement consistently touch on cleanliness in its fullest sense: having white teeth, fresh breath and smelling good. This shows up in real behaviour — people brushing and rinsing after meals at the office or before a meeting, and always keeping a breath-freshening product in their bag.”
usmile Fresh White was developed to address both of consumers’ core priorities — stain reduction and fresh breath — while also meeting the demand for multifunctional products that deliver everything in a single formulation. Its Dual Enzyme Whitening System is clinically proven to deliver up to 339%[1] whitening effect, paired with an Anti-Stain Dynamic Shield that continuously guards against staining from coffee, tea, and dark-coloured foods. The Dual Odour-Eliminating System targets 90% of the root causes of bad breath for freshness that lasts up to 12 hours[2]. Its 3D Microcapsule Technology — a dual-layer capsule system — keeps every active ingredient fresh inside the tube for consistently effective brushing. The formula is also free from alcohol, sodium saccharin, and mineral oil, making it suitable for those with sensitivities, including users with delicate teeth and gums.
What sets usmile Fresh White apart is its fragrance — developed in collaboration with fine Swiss perfumers. Three signature scents are available: Frosted Camellia, an elegant floral with a cool, refreshing finish that is quintessentially usmile; Juicy Grape, a sweet, fruity blend of fresh grape and mint; and Jasmine Tea, a soft, distinctive jasmine tea scent. All three feature long-lasting fragrance technology for all-day confidence.
usmile Fresh White is now available through usmile’s official online channels on Shopee and TikTok Shop, with plans to expand into offline retail throughout 2026.
