LG H&H’s oral care brand Euthymol emerge as new growth engine

(LG H&H)

LG Household & Health Care Ltd. (LG H&H) is regaining momentum in the toothpaste market, a segment where it had long been a dominant player with products like Lucky Toothpaste launched in 1954, but later lost ground to foreign and indie brands.

The company is now pursuing a two-track strategy: launching premium products priced above 10,000 won ($7.2) per tube, while reinforcing existing mid- to low-priced brands such as Perioe and Bamboo Salt.

The centerpiece of this push is Euthymol, the British oral care brand LG H&H acquired from Johnson & Johnson at the end of 2020 and officially launched in Korea in March 2021. Since the acquisition, LG has expanded the Euthymol lineup to include toothbrushes, mouthwash and even sugar-free xylitol candies, while adding functional whitening products in 2023. Sales have surged, with cumulative sales surpassing 26 million units as of October last year and revenue by February this year rising about sixfold compared to launch.

Euthymol traces its roots back to 1898, inspired by the use of herbs by British aristocrats to manage breath odor in the 19th century. Known for its distinctive “medicated patch-like” scent, the brand has gained a loyal following who find its freshness appealing. Products like Euthymol Purple Corrector Whitening toothpaste have built a reputation for effective whitening, creating a dedicated fan base.

LG H&H has also been active in expanding Euthymol overseas.

The brand has recently entered major Japanese retail chains such as Loft, Matsumoto Kiyoshi and Don Quijote, while sales are growing on U.S. platforms like Amazon and TikTok Shop. From January to May this year, combined sales in the U.S. and Japan jumped 1,600 percent from the same period a year earlier. Sales in the U.K. through Boots, a retailer similar to Olive Young, also rose about 24 percent.

Meanwhile, LG has continued to broaden its Bamboo Salt line, introducing in February Bamboo Salt Medicare Glutathione toothpaste for sensitivity relief and gum health. The product gained traction after being promoted as the toothpaste used by veteran actress Sunwoo Yong-nyeo, who remains active in her 80s.