LG Household & Health Care's oral beauty brand Euthymol has expanded its product lineup with the launch of a high-concentration whitening toothpaste.
On September 2, LG Household & Health Care announced the release of the Euthymol Whitening Purple Intensive 1450 Toothpaste, a follow-up to the Euthymol Whitening Purple Corrector Toothpaste, which won first place in the oral care category at the 2025 Olive Young Awards.
The new product features a serum formula designed with a "10x high-concentration deep whitening formula" that penetrates accumulated tooth stains. The company claims it delivers whitening results three times faster than the previous product.
The toothpaste also enhances stain prevention capabilities, showing up to 5.5 times effectiveness against nine common staining sources, such as coffee, black tea, and wine, with effects lasting for 24 hours. Notably, the purple correcting technology in the formula provides a 3.2 times stronger tone-up effect and demonstrates a 1.8 times improvement in tooth brightness. Additionally, the 1450 ppm high-fluoride formulation strengthens damaged teeth and has been confirmed to suppress bad breath for up to 15 hours.
The product comes in a pump-type container for added convenience. During a recent brand week event at Olive Young, it quickly rose to the top of the oral care category.
An LG Household & Health Care representative stated, "Euthymol Whitening Purple Corrector Serum Toothpaste combines high-concentration whitening ingredients with a serum formula to address accumulated stain concerns. It aims to provide a new oral care experience through whitening, stain management, and strengthening damaged teeth, all in a convenient pump container."
Founded in 1898 in the UK, Euthymol is a premium oral care brand that LG Household & Health Care acquired in 2020.
* This article has been translated by AI.
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