UK-beauty is having trouble making a mark in the West. Say it, and most people immediately picture glass skin, snail mucin and a 10-step skin care routine that takes longer than your morning commute.
But after taking a 16-hour trip to Seoul, I discovered something not so glamorous — and incredibly life-changing — tucked between sheet masks and lipsticks: Korean toothpaste.
Yes, toothpaste. And not a sad, angry tube pressed next to your sink.
One of the best souvenirs I brought home was an awesome Korean tube of Euthymol Whitening Toothpaste: a retro-looking purple formula that felt more like a beauty product than a dental necessity. In Korea, oral care is a subtle part of the beauty universe, and this toothbrush proves the point.
First, let’s talk about beauty. The tube looks like it belongs on a marble vanity next to a serum, not a crumpled one next to your electric toothbrush. It comes in an aluminum style tube that takes retro-vintage to a whole new level, definitely the kind of packaging that makes you want to leave it out in the open.
Korean beauty brands understand something that is often forgotten in the aisles of the American drugstore, and it is this: everyday products can still be beautiful.
Then there is the formula. It’s not that mint bombs are hot on the tongue that we’re used to; this toothpaste refreshes without feeling like you accidentally put on mouthwash. The whitening formula uses stain-removing particles designed to brighten teeth in as little as a few weeks while being gentle on sensitive gums.
This was one of the products I personally tested in the K-beauty skincare lab, where I naturally learned about the various clinical trials that prove how naturally glowing the formula is.
And while it’s trending now thanks to TikTok and Amazon rabbit holes, the genre actually has a serious pedigree. The toothpaste comes from an old European design but is now manufactured in South Korea, where it has become a must-have among beauty consumers who treat oral care the same way they treat skin care – as something worth *improving.
The experience is amazingly good. The paste itself has a distinct rosy hue (yes, pink toothpaste), and the flavor is more herbal and nostalgic than ice. Instead of blasting your mouth with menthol, it leaves a clean, almost spa-like burn (think: gas station bubble gum, boutique hotel bathroom).
So while everyone else is packing sheet masks and ampoules in their suitcases, consider this brand yours to explore the oral care space. While I love dewy glass skin products, sometimes K beauty starts with a nice tube of toothpaste.
This article was written by Victoria McDonnell, New York Post Commerce Journalist & Content Strategist, who has spent hours researching, testing hundreds of products and comparing the latest makeup, skin care, hair and beauty products and trends to find what’s really worth your hard-earned cash. He tests formulas, formulations, ingredients and more, in addition to consulting with medical and industrial experts. Some of Victoria’s recent wins include testing the best sheet masks on the market, and reviewing the best wash and repeat shampoos for all hair types and budgets. Victoria, who received a certificate in beauty industry essentials from the Fashion Institute of Technology, has been creating shopping guides for the New York Post since 2021 and previously held positions at Insider Reviews and CNN Underscored.
