The brand prides itself on unique toothpaste flavours.
According to Fortune Business Insights, the global toothpaste market was valued at US$19.37 billion last year and is projected to exceed US$29 billion by 2032, growing at a CAGR of 5.38%. The Asia Pacific region led the market in 2024 with a 36% share, valued at US$7.09 billion.
With the market ripe for innovation, a Malaysian start-up is aiming to make its mark. Flavrs, a local Halal-certified toothpaste brand, is turning heads with café-inspired flavours like Tropical Pandan, Coconut Breeze, Rosy Glow, and Lavender Smile.
A FLAVOURED IDEA
Stephy Sam Founder, Flavrs.
The idea for Flavrs came to founder Stephy Sam one morning while brushing her teeth. “Why has toothpaste always tasted like this? Why has no one dared to do something different?” she recalls. That question sparked a five-year journey exploring the oral care market and flavour profiles, culminating in a brand designed to turn brushing from a chore into a small daily luxury.
“It’s equal parts science, creativity, and instinct,” Sam explains. “From day one, I knew we had to balance performance with personality.” To do this, Flavrs partnered with a Malaysian oral care manufacturer with over 30 years of experience. The goal was a clean, effective, and safe formula for daily use, with ingredients like Nano-Hydroxyapatite and Xylitol forming the foundation.
OVERCOMING CHALLENGES
But the journey wasn’t straightforward. “Formulation was a major challenge,” says Sam. “Creating toothpaste that delivers both flavour and performance took countless rounds of testing. Some blends were too sweet, others lost freshness, and many didn’t feel right. Getting the texture, taste, and after-feel just right took time.”
“Oral care has traditionally focused on function, which is important, but we saw an opportunity to offer something fresh. Consumers today want products that not only work but also reflect their personality and preferences.” – STEPHY SAM
Packaging also posed hurdles. Rejecting the conventional squeeze tube, Flavrs chose a hygienic, sustainable pump. However, their slightly more fluid formula required extensive testing to find the right delivery system.
Despite the challenges, Sam is proud of the outcome. “Every obstacle taught us something valuable and brought us closer to creating a product we truly believe in.”
ADDING PERSONALITY TO ORAL CARE
Even in a crowded market, Sam is confident Flavrs has a place. “Oral care has traditionally focused on function, which is important, but we saw an opportunity to offer something fresh. Consumers today want products that not only work but also reflect their personality and preferences.”
For Flavrs, that means adding joy to everyday routines. “We wanted to offer something that makes brushing less of a task and more of a treat. Flavrs is playful yet effective, clean yet expressive—it fills a space where oral care meets lifestyle and self-expression.”
