Bangkok, Thailand – DENTISTE’, Thailand’s leading premium oral care brand, today announced a landmark 250 million Baht investment into a multifaceted strategy aimed at bolstering sustainable health practices, elevating the global customer experience, and solidifying its market leadership. This ambitious initiative, branded as the “DEN” strategy, is built upon pioneering collaborations with the sustainable fashion label PIPATCHARA and Thailand’s national carrier, THAI Airways. The strategy encompasses a nationwide recycling program, an exclusive partnership with THAI Airways for premium passengers, and a new direct-to-consumer subscription service, signaling a major strategic push to innovate beyond traditional product offerings.
At the heart of this major investment is a commitment to environmental, social, and governance (ESG) principles, as the company aims to not only expand its commercial footprint but also to foster significant societal benefits. “For over 20 years, sustainability has been at the heart of our business, driven by our belief in empowering people to create positive change,” stated Pharmacist Dr. Sangsuk Pithayanukul, Managing Director of Siam Health Group Co., Ltd., the parent company of DENTISTE’. “This belief guides our commitment to promoting better oral health and stronger relationships among people in Thailand and worldwide.”
This comprehensive strategy is set to unfold in the second half of 2025, leveraging DENTISTE”s dominant position in a Thai premium toothpaste market valued at approximately 20 billion Baht.
D for Driving Sustainability: A Fashionable Solution to Waste
The first pillar of the DEN strategy focuses on “Driving Sustainability” through a first-of-its-kind collaboration in Thailand with the acclaimed sustainable fashion brand, PIPATCHARA. This initiative will tackle plastic waste by encouraging Thai consumers to recycle their used toothbrushes and toothpaste tubes. In a unique upcycling process, PIPATCHARA will transform this collected waste into high-fashion accessories, directly aligning with the brand’s core philosophy of “Fashion from Community.”
To incentivize nationwide participation, DENTISTE’ has launched a year-long campaign, starting July 1, 2025, allowing consumers to exchange their old oral care products for free 20-gram DENTISTE’ toothpaste products. These exchanges can be made at a vast network of over 10,000 participating dental clinics, P&F pharmacies, and other retail stores across the country.
Ms. Pipatchara Kaeojinda, Co-Founder and Creative Director of PIPATCHARA, expressed her enthusiasm for the project. “We’re turning old toothbrushes into uniquely valuable items, perfectly aligned with our core belief,” she said. “This great collaboration inspires Thai people to take part in this eco-friendly fashion initiative.”
Mr. Sivakorn Pithayanukul, Chief Strategy Officer of Siam Health Group Co., Ltd., added, “The DENTISTE’ x PIPATCHARA initiative transforms everyday waste into premium fashion, and we urge every Thai to join this sustainable movement.”
E for Elevating the Exclusive Experience: A Global Partnership
The second pillar, “Elevating the Exclusive DENTISTE’ Experience,” sees the brand taking to the skies in a strategic partnership with THAI Airways. This collaboration is designed to enhance the travel experience for premium passengers while reinforcing the global brand image of both companies.
Beginning June 10, 2025, an exclusive, limited-edition “DENTISTE’ Oral Care Set” will be distributed to all First Class and Royal Silk Class passengers on key international routes. The rollout will see over 3.8 million sets provided over an 18-month period on flights to major global destinations including London, Paris, Munich, Milan, Tokyo, Shanghai, and Beijing.
“This partnership with DENTISTE’ aims to enhance convenience and deliver an exclusive experience to our First Class and Royal Silk Class passengers,” commented Mr. Kittiphong Sansomboon, Vice President of Customer, Brand & Marketing at Thai Airways International. “We believe this collaboration will help strengthen and positively reinforce the global brand image of both Thai Airways and DENTISTE’.”
N for New Personalized Subscription Program: Direct-to-Consumer Innovation
Rounding out the strategy is the “New Personalized Subscription Program,” a direct-to-consumer model designed to meet the evolving needs of modern shoppers. This service will offer personalized home delivery of premium oral care products, providing customers with convenience and special pricing.
To celebrate the launch, DENTISTE’ is introducing aggressive promotional offers to drive early adoption. The first 100 subscribers will receive a discount of up to 90%, with all subsequent customers during the introductory period benefiting from a 50% discount. The program will feature a variety of flexible package options, ranging from short-term trials to annual subscriptions, catering to diverse customer preferences.
Strategic Vision and Market Dominance
This 250 million Baht investment is not just a marketing campaign but a calculated business strategy rooted in deep market understanding and ambitious long-term goals. DENTISTE’ currently leads Thailand’s premium toothpaste market with a share of over 10% and has demonstrated robust and consistent annual sales growth exceeding 20% from 2022 through 2025. The overall market itself is growing at a healthy 6% annually.
The company’s strategy is directly informed by key consumer concerns, which Mr. Sivakorn Pithayanukul identified as bad breath, gum disease (particularly for those over 40), the desire for whiter teeth, tooth sensitivity, and tooth decay, which affects up to 96% of the Thai population. By addressing these issues, DENTISTE’ aims to fulfill its mission as an “Initiator for Better Days,” encouraging healthier relationships through improved oral health.
Dr. Sangsuk’s vision extends beyond national borders. “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,” he affirmed.
The ultimate goal, he concluded, is to leverage these ESG-focused collaborations to create lasting positive impact. “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.”
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