DENTISTE’ Invests 250 Million Baht For Sustainable Thai Health,
Offering Free Toothpastes All Year
Bangkok – DENTISTE’, Thailand’s number one premium oral care brand, announces a groundbreaking collaboration with sustainable fashion brand PIPATCHARA and Thailand’s national carrier, THAI Airways. With an investment of 250 million Baht, DENTISTE’ introduces the “DEN” strategy to drive sustainability through a unique collaboration with PIPATCHARA.
Under the DEN strategy, PIPATCHARA is transforming used toothbrushes into fashionable accessories for the first time ever in Thailand. Thais nationwide are encouraged to exchange their old toothbrushes and toothpaste tubes for free DENTISTE’ products throughout the year.
To further enhance the global customer experience, DENTISTE’ has partnered with THAI Airways to launch an exclusive “DENTISTE’ Oral Care Set.” Over 3.8 million limited-edition sets have been specially designed for First Class and Royal Silk Class passengers on international flights. DENTISTE’ has also introduced a Personalized Subscription Program delivering premium oral care products directly to consumers’ homes.
Pharmacist Dr. Sangsuk Pithayanukul, Managing Director of Siam Health Group Co., Ltd., said, “As Thailand’s number one premium oral care brand, DENTISTE’ aims to become the premier oral care choice in Asia. Our products are currently available in 27 countries. For over 20 years, sustainability has been at the heart of our business, driven by our belief in empowering people to create positive change. This belief guides our commitment to promoting better oral health and stronger relationships among people in Thailand and worldwide through a comprehensive range of premium oral care products, trusted and recommended by dentists in over 10,000 dental clinics across Thailand.”
For the second half of 2025, DENTISTE’ is implementing its “DEN” strategy, which comprises:
Driving Sustainability: Collaborating with PIPATCHARA to encourage customers to recycle old toothbrushes and toothpaste tubes, which are upcycled into fashionable, eco-friendly items. starting from July 1, 2025.
Elevating the Exclusive DENTISTE’ Experience: Partnering with THAI Airways to provide limited-edition premium oral care sets exclusively to First Class and Royal Silk Class passengers enhancing their premium oral care experience. Over 3.8 million sets will be distributed on THAI’s international flights over a period of 18 months starting from tomorrow (June 10, 2025).
New Personalized Subscription Program: Launching an innovative personalized service model to meet individual customer needs by offering home-delivered premium oral care products at special prices. To celebrate the launch, the first 100 subscribers will enjoy promotional discounts of up to 90%, while all other customers will benefit from a 50% discount. Various package options are available, from trial periods to yearly subscriptions.
Mr. Sivakorn Pithayanukul, Chief Strategy Officer of Siam Health Group Co., Ltd., shared five key oral care concerns among Thai and global consumers. These include bad breath, which often indicates health issues; gum diseases commonly occurring among people aged 40 and above; the universal desire for whiter teeth driven by modern eating and drinking habits harmful to dental health; tooth sensitivity affecting day-to-day life; and tooth decay, experienced by up to 96% of the Thais. Our goal as an ‘Initiator for Better Days’ is to encourage healthier relationships through better oral health. The DENTISTE’ x PIPATCHARA initiative transforms everyday waste into premium fashion, and we urge every Thai to join this sustainable movement.”
People across Thailand are encouraged to exchange their used toothpaste tubes and toothbrushes for free 20-gram DENTISTE’ products throughout the entire year. These exchanges can be made at over 10,000 dental clinics, P&F pharmacies, and participating stores nationwide. For more information, consumers can contact DENTISTE’ via their official Facebook page or LINE Official Account.
Ms. Pipatchara Kaeojinda, Co-Founder and Creative Director of PIPATCHARA, expressed pride in this partnership. “We’re turning old toothbrushes into uniquely valuable items, perfectly aligned with our core belief of ‘Fashion from Community.’ This great collaboration inspires Thai people to take part in this eco-friendly fashion initiative,” she said.
Mr. Kittiphong Sansomboon, Vice President Customer, Brand & Marketing, Thai Airways International, said, “This partnership with DENTISTE’ aims to enhance convenience and deliver an exclusive experience to our First Class and Royal Silk Class passengers. Special DENTISTE’ Oral Care Sets will be offered onboard key international routes, including flights to London, Paris, Munich, Japan, Shanghai, Beijing, and Milan, for a period of 18 months. We believe this collaboration will help strengthen and positively reinforce the global brand image of both Thai Airways and DENTISTE’.
“We take pride in our ESG-focused campaigns, prioritizing environmental, social, and governance principles. Through these collaborations, we aim to significantly improve Thai people’s quality of life, reducing tooth decay rates to below 50% while positioning DENTISTE’ as the leading oral care brand in Asia,” concluded Pharmacist Dr. Sangsuk.
Premium Oral Care Market Insights
Thailand’s premium toothpaste market in 2024 has a total market value of approximately 20 billion Baht, growing by 6%. DENTISTE’ is the premium toothpaste market leader with more than 10% market share and consistent annual sales growth exceeding 20% from 2022 through 2025. Additionally, DENTISTE’s Mouth Spray leads market growth in 2024, reflecting Thai consumers’ increasing focus on oral healthcare and their preference for higher-quality products.”
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