DENTISTE' Announces 2026 Business Plan to Become Asia's Premium Oral Care Leader, Outline Three Strategies: Product Innovation, ASEAN Market Penetration, and Fourth Consecutive Year of Collaboration with LISA
DENTISTE', Thailand's No.1 premium oral care brand, announced its 2026 business direction with the goal of becoming Asia's leading premium oral care brand. DENTISTE' will invest more than 400 million baht to drive growth through three core strategies: 1) Premium Market Leadership & Innovation; 2) Regional Market Penetration in ASEAN across Thailand, Singapore, and the Philippines, with an ambition to win the hearts of consumers through DENTISTE's premium toothpaste portfolio, led by LISA as the brand ambassador to connect with consumers in three markets and 3) Collaboration with LISA for a fourth consecutive year under the concept "4 Years of Trust, One Confident Smile." The campaign aims to reinforce LISA's "Confident Smile" narrative, proven over more than four years, while strengthening DENTISTE's brand love and recognition.
Mr. Sivakorn Pithayanukul, Chief Strategy Officer of Siam Health Group Co., Ltd., said, "DENTISTE' is a Thai premium oral care brand that has grown into a global brand. We are committed to developing premium oral care products to strengthen positive relationships among people through various innovations, supporting better oral health, confident smiles, and fresh breath. DENTISTE' products are now available in 27 countries globally."
In 2025, Thailand's overall oral care market was valued at THB 18.5 billion, representing approximately 6% year-on-year growth versus 2024. Growth was driven by two key shifts in consumer behavior including a stronger focus on health and preventive care and increasing demand for premium oral care products that support long-term oral health needs.
Within this, the premium oral care market in 2025 was valued at THB 4 billion, growing 10% year-on-year versus 2024. This segment expanded as consumers increasingly embraced high-quality, innovation-led products, placing greater emphasis on long-term oral health and prevention, and demonstrating a stronger preference for products that deliver higher value and proven efficacy.
DENTISTE' continues to strengthen its position as Thailand's No. 1 brand and market leader in the premium oral care segment, holding a 30% market share. The brand has outperformed the market, delivering up to 20% year-on-year growth versus 2024, and sustaining this growth momentum year after year.
DENTISTE's success in 2025 was driven by innovation-led growth, including Dentiste' Remin, a tooth serum innovation featuring BioMin(R) F technology from the UK, designed to help repair, restore, and protect enamel by replenishing minerals back into the tooth surface. It helps reduce tooth sensitivity, help prevent cavities, strengthen teeth, and support naturally brighter-looking teeth. This innovation has been one of the key drivers of high growth in the premium oral care segment, given the nationwide prevalence of tooth sensitivity among Thai consumers.
In addition, DENTISTE' aims to offer a holistic care portfolio beyond breath care, with solutions that address bad breath and cavities, and tooth sensitivity, including Dentiste' Remin, Dentiste' Repaire, and Dentiste' Whitening Purple toothpaste, to support sustainable growth.
Mr. Sivakorn added, "Thais, Asians, and consumers worldwide share a similar demand to have better quality products, and a shift toward premiumization. DENTISTE' innovations have helped improve people's quality of life. Last year, we supported healthier lives for Thai people through a Dentiste' Max sampling campaign, providing free Dentiste' Max to the Department of Health and clinics nationwide. I would like to invite clinics that are interested to join our campaign and receive free toothpaste, so we can work together to promote cavity prevention with Dentiste' Max, which contains 1,500 ppm fluoride, in a 10-gram size. We distributed more than one million tubes to Thais in 2025, and we will continue to distribute free toothpaste through participating clinics throughout 2026. In addition, LISA, as DENTISTE's brand ambassador, has created a positive 'Lisa Impact' for fans and reinforced a strong brand image for DENTISTE'."
Unveiling DENTISTE''s Three Strategies to Win the Hearts of Thai and ASEAN Consumers
Mr. Sivakorn further said, "This year, DENTISTE' focuses on reinforcing our leadership as a premium oral care brand through three key strategies: elevating product innovation to meet consumers' needs across every dimension, penetrating premium toothpaste markets in ASEAN, and continuing our collaboration with the No. 1 brand ambassador, LISA - Lalisa Manobal. This year marks the fourth consecutive year that LISA returns to lead the launch of the new 'DENTISTE' Premium Care' toothpaste formula and share her complete oral care routine, reinforcing a four-year brand partnership anchored in trust in DENTISTE''s product quality, with LISA continuing to use the products while amplifying the "Confident Smile" to inspire the next generation and deepen brand trust among Thai consumers.
Strategy 1: Premium Market Leadership & Innovation
DENTISTE' highlighted a key consumer insight that Thai consumers are placing greater emphasis on Proactive Wellness, looking for oral care solutions beyond "whiter teeth" and view oral care as a core part of improving their quality of lives. This uear, DENTISTE' will reinforce its innovation leadership through the launch of "Dentiste' Premium Care 2026," a 10-in-1 gold-tube toothpaste positioned as DENTISTE''s most complete oral care formula.
It delivers comprehensive gum and tooth care in a single tube, combining Postbiotics with Zinc & CPC, and more than 14 premium herbal ingredients. It helps reduce oral concerns such as bleeding gums, mouth ulcers, and gum inflammation, while supporting balance and inhibiting bacterial growth for up to 12 hours. It is also designed to support intensive oral care for up to 12 hours and help prevent cavities with Sodium Fluoride 1100 PPM.
In addition, LISA also introduces Dentiste' Mouth Spray - Extra Fresh, a concentrated formula designed to help maintain long-lasting fresh breath and help reduce bacterial buildup in the mouth during the day, supporting everyday confidence.
Strategy 2: Regional Market Penetration Across Three ASEAN Markets
For 2026, DENTISTE' will execute an ASEAN market penetration strategy across three countries including Thailand, Singapore, and the Philippines, using Japan and South Korea as reference markets. All three markets present strong potential, as consumers value trusted, high-quality premium products and show strong affinity for global superstar artists.
In 2026, DENTISTE' will accelerate premium toothpaste growth through a focused ASEAN market penetration strategy across Thailand, Singapore, and the Philippines, with Japan and South Korea used as reference markets for premium oral care development. All three markets present strong potential, while consumers prioritize trusted premium products and show strong connection for global superstar artists.
Strategy 3: Fourth Consecutive Year of Collaboration with LISA - Lalisa Manobal
Mr. Sivakorn said, "I would like to thank LISA for joining hands with DENTISTE' and helping Thai people achieve healthier teeth, brighter smiles, and confidence with DENTISTE' over the past three years through continuous campaigns and activities. I would also like to thank Thai consumers for trusting in DENTISTE' from the beginning until today. We promise to continue supporting oral health and bringing meaningful innovations that enhance well-being for Thai people. DENTISTE' is a Thai brand that has grown into a global brand, just like LISA, a Thai artist who has become Thailand native, world renowned rapper, singer, dancer and actress. We share the same DNA in building a premium brand for the global stage."
Building on three years of partnership, DENTISTE' will continue its long-term collaboration with LISA for a fourth consecutive year in 2026 under the concept "4 Years of Trust, One Confident Smile". The campaign highlights four years of LISA's continued confidence in DENTISTE' products and features her sharing an oral care routine to communicate the "Confident Smile" to a new generation seeking oral care solutions, while driving broader product trial.
LISA will collaborate with DENTISTE' in Thailand, Singapore, and the Philippines, inspiring consumers through her "Confident Smile", supporting cross-market brand building and connection among Gen Y and Gen Z, and encouraging DENTISTE's product trial to reinforce better oral care habits at scale.
The campaign will be supported by nationwide advertising featuring Dentiste' Premium Care and Dentiste' Mouth Spray Extra Fresh, alongside a consumer promotion offering toothpaste with a free toothbrush. DENTISTE' will also roll out a series of special items and a limited collaboration collection with LISA, with 10 additional items planned throughout the year.
Across Thailand, Singapore, and the Philippines, LISA will represent an icon of confident smiles and healthy living, leading regional communications for Dentiste' Premium Care and Dentiste' Mouth Spray - Extra Fresh through nationwide advertising. The rollout will be supported by a consumer campaign featuring a toothpaste-with-free-toothbrush offer. DENTISTE' also plans to launch 10 special items and limited-edition collections co-created with LISA for fans to look forward to throughout the year.
Mr. Sivakorn concluded, "Our goal is not only sales growth, but to connect people through confidence, starting with correct and good oral health care practices every day. We aim to drive product trial and inspire consumers to achieve better oral health, while strengthening DENTISTE''s brand leadership and winning consumers' hearts through quality and innovation. We aim to drive the DENTISTE' brand to become Asia's No. 1 premium oral care brand by the end of 2026."
The new DENTISTE' Premium Care Toothpaste is available in 50 grams at THB 165 and 100 grams at THB 275. DENTISTE' Remin Biomin Tooth Serum is available in 15 grams at THB395, while DENTISTE' Repaire-ReX 3 Tooth Serum is available in 70 grams at THB 860. All products are available at leading department stores and online via Lazada, Shopee, TikTok Shop, and the official DENTISTE' website www.dentisteoralcare.com, starting today.