LG Household & Health Care's UK toothpaste Usimol surpasses 2.5 million units sold

[Asia Economy Reporter Moon Hyewon] LG Household & Health Care announced on the 15th that the British toothpaste brand ‘EUTHYMOL,’ which was first introduced in Korea last March, has sold more than 2.5 million units (single item basis) within one year of its launch.

EUTHYMOL toothpaste is an oral care brand established in the UK in 1898, characterized by its luxurious and sophisticated packaging design, pink-colored formula, and intense freshness. In Korea, it is known as a popular souvenir brought back by travelers returning from the UK. LG Household & Health Care acquired the global business of EUTHYMOL in November 2020 to target the premium toothpaste market.

LG Household & Health Care expanded the category not only to toothpaste but also to mouthwash, toothbrushes, and mouth sprays, while preserving EUTHYMOL’s unique retro design featuring classic typography and patterns. The toothpaste tubes are made from aluminum, which is easier to recycle, instead of the commonly used low-density polyethylene (LDPE) material.

An EUTHYMOL representative stated, “We will carry out various marketing activities to bring the UK’s representative oral care brand to consumers in Korea.”