When mentioning Thai brands that have successfully risen to the global stage, the list is short. One of the most notable and interesting case studies is "DENTISTE’" the number one premium oral care brand in Thailand, which began as an iconic nighttime toothpaste in the country and has evolved into a brand called the "Confidence Solution" with an international presence that appeals to premium consumers in multiple regions.
Although the economy has been volatile over the past 3-4 years, personal health and image care remain priorities. This has driven the overall oral care market in 2025 to reach 18.5 billion baht, with toothpaste accounting for 60% and other products 40%, growing approximately 6% from 2024.
Consumer behavior focusing on health maintenance alongside demand for long-term premium products has driven the premium oral care market to reach 4 billion baht in 2025, growing 10% from 2024. Of this, toothpaste represents 60%, and other products 40%.
In the fiercely competitive FMCG sector, DENTISTE continues to reinforce its premium global brand image with a deeper strategy beyond just selling products—it sells "confidence" and "the best moments in life."
Sivakorn Pityanukul, Chief Strategy Officer of Siam Health Group Co., Ltd. revealed that DENTISTE strongly holds the number one position and leads the premium oral care market in Thailand with a 30% market share. Its growth rate exceeds the market, increasing by 20% over 2024, maintaining this annual growth consistently. Currently, the brand is sold in 27 countries worldwide, with plans to expand to 30-35 countries soon.
Premium customers consider spending 100-300 baht per toothpaste tube a worthwhile investment compared to costly dental treatments that can be hundreds of times more expensive.
"This year, DENTISTE aims to reinforce its position as a premium oral care brand through three main strategies: elevating product innovation to meet all consumer needs, aggressively entering the premium toothpaste market in ASEAN—specifically Thailand, Singapore, and the Philippines—and continuing collaboration with top brand ambassador Lisa Manoban. This year marks Lisa’s fourth year introducing the new 'DENTISTE Premium Care' toothpaste formula as official Brand Ambassador, not only in Thailand but also in the Philippines and Singapore, representing the brand’s first full regional communication campaign."
1. Reinforce market leadership in premium oral care innovation.
2. Expand the premium toothpaste market in ASEAN through Thailand, Singapore, and the Philippines, winning consumers’ hearts with DENTISTE’s premium toothpaste led by Lisa as the brand’s representative in these three countries.
3. Continue collaboration with Lisa Manoban for the fourth consecutive year under the concept "4 Years of Trust, One Confident Smile," conveying Lisa’s proven "beautiful confident smile" and strengthening brand recognition and impression.
Dr. Saengsuk Pityanukul, Managing Director of Siam Health Group Co., Ltd. added that currently Siam Health Group operates in five main business segments with total revenue around 5 billion baht. DENTISTE generates over 2-3 billion baht, nearly half of the group’s total revenue. The company aims to restructure its revenue long-term from 50% domestic and 50% international to 10% domestic and 90% international, unlocking limitations of the domestic market.
"The brand has successfully established a strong presence in high-potential markets like South Korea and Japan. In South Korea, DENTISTE holds a 10% market share in the premium segment, while in Japan it holds 1-2%, but the much larger market size still offers significant growth opportunities. Additionally, plans include expanding into the US, Latin America (Mexico), and Africa by leveraging the innovation of 'Nighttime Toothpaste' and Lisa’s global fanbase to enter global supermarket chains, targeting Asian and Mexican consumers who consume spicy foods and need effective oral care products."
DENTISTE has also launched a new business model—a "Subscription Model"—that delivers products directly to customers monthly based on dentists’ recommendations to address specific needs. The company targets one million subscribers. Alongside this, collaborations with global partners such as leading airlines offer Travel Kits to target customers for trial use. This experience marketing strategy effectively converts new users into loyal brand fans sustainably.
Looking ahead, Dr. Saengsuk sees the challenge as moving from exporting to establishing overseas manufacturing bases, with plans to start OEM production to reduce tariff and health regulation barriers that are tightening as the brand grows its market share significantly. He believes the key to success is "product quality that delivers immediate results," combined with the power of a global presenter to firmly establish this Thai brand as top of mind among consumers. The top four countries for sales are South Korea, Thailand, Japan, and Cambodia.
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