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K-beauty has a branding problem in the West. Mention it, and most people immediately picture glass skin, snail mucin and a 10-step skincare routine that takes longer than your morning commute.
But after making the 16-hour trek to Seoul, I discovered something far less glamorous — and weirdly more life-changing — tucked between sheet masks and lip tints: Korean toothpaste.
Yes, toothpaste. And not the sad, aggressively minty tube languishing next to your sink.
One of the best souvenirs I brought home was the wildly chic Korean tube of Euthymol Whitening Toothpaste: a retro-looking purple formula that feels more like a beauty product than a dental necessity. In Korea, oral care is a subtle part of the broader beauty universe, and this toothpaste proves the point.
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First, let’s discuss the aesthetic. The tube looks like it belongs on a marble vanity next to a serum, not crumpled next to your electric toothbrush. It comes in an aluminum-style tube that puts retro-vintage on a whole new level, surely the kind of packaging that makes you want to leave it out on display.
Korean beauty brands understand something American drugstore aisles often forget, and that is this: everyday products can still be gorgeous.
Then there’s the formula. It’s not that tongue-scorching mint bombs we’re used to; this toothpaste is refreshing without feeling like you accidentally gargled mouthwash concentrate. The whitening formula uses stain-removing particles designed to brighten teeth in as little as a couple of weeks while still being gentle on sensitive gums.
This was one of the products I tested firsthand in a K-beauty skincare lab, where I naturally learned about the various clinical tests proving how the formula naturally brightens.
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And while it’s trending now thanks to TikTok and Amazon rabbit holes, the brand actually has serious pedigree. The toothpaste has roots in classic European formulations but is now produced in South Korea, where it’s become a must-have among beauty shoppers who treat oral care the same way they treat skincare — as something worth *upgrading.*
The experience is surprisingly luxe. The paste itself has a distinctive rosy hue (yes, pink toothpaste), and the flavor leans more herbal and nostalgic than icy. Instead of blasting your mouth with menthol, it leaves behind a clean, almost spa-like freshness (think: less gas-station gum, more boutique hotel bathroom).
So while everyone else is packing sheet masks and ampoules into their suitcases, consider this your sign to check the oral-care aisle. While I love dewy glass skin products, sometimes K-beauty starts with a rather chic tube of toothpaste.
This article was written by Victoria McDonnell, New York Post Commerce Journalist & Content Strategist, who has spent countless hours researching, testing hundreds of products and comparing the latest makeup, skincare, hair and beauty items and trends to determine what’s truly worth your hard-earned cash. She evaluates formulas, textures, ingredients and more, in addition to consulting medical and industry experts. Some of Victoria’s latest conquests include testing the best sheet masks on the market, and a rinse-and-repeat review of the best shampoos for all hair types and budgets. Victoria, who received a beauty industry essentials certification from the Fashion Institute of Technology, has been creating shopping guides for the New York Post since 2021 and previously held positions at Insider Reviews and CNN Underscored.
