Korean Toothpaste Becomes Surprise Beauty Sensation

Euthymol Whitening Toothpaste from Seoul offers a luxurious oral care experience.

Published on Mar. 9, 2026

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A New York Post journalist discovered a surprising beauty find during a trip to Seoul - a chic, retro-style Korean toothpaste called Euthymol Whitening Toothpaste. The toothpaste features a refreshing, non-minty formula that brightens teeth gently, and its stylish aluminum tube packaging makes it feel more like a beauty product than a dental necessity. The brand has roots in classic European formulations but has become a must-have among Korean beauty shoppers who treat oral care as an extension of their skincare routines.

Why it matters

This Korean toothpaste challenges the typical American drugstore offerings, proving that everyday products can be elevated with thoughtful formulations and luxurious packaging. It highlights how the Korean beauty industry has expanded beyond just skincare to encompass all aspects of personal care, treating oral hygiene as an integral part of one's overall beauty regimen.

The details

Euthymol Whitening Toothpaste features a distinctive rosy-hued paste with a more herbal, nostalgic flavor profile compared to the icy menthol of typical American toothpastes. The formula uses stain-removing particles to naturally brighten teeth in just a couple of weeks, while still being gentle on sensitive gums. The retro-inspired aluminum tube packaging makes the toothpaste feel more like a beauty product than a dental necessity, elevating the overall oral care experience.

  • The toothpaste has become a trending beauty find on TikTok and Amazon in recent months.
  • The journalist discovered the toothpaste during a trip to Seoul in 2026.

The players

Euthymol Whitening Toothpaste

A Korean toothpaste brand with roots in classic European formulations, now produced in South Korea and popular among beauty shoppers who treat oral care as an extension of their skincare routines.

Victoria McDonnell

A New York Post commerce journalist and content strategist who discovered the Korean toothpaste during a trip to Seoul and brought it back as a surprise beauty find.

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What they’re saying

“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.”

— Victoria McDonnell, New York Post Commerce Journalist & Content Strategist (New York Post)

“In Korea, oral care is a subtle part of the broader beauty universe, and this toothpaste proves the point.”

— Victoria McDonnell, New York Post Commerce Journalist & Content Strategist (New York Post)

What’s next

The toothpaste has become a trending beauty find on TikTok and Amazon, indicating growing interest in elevated oral care products from Korean beauty brands.

The takeaway

This Korean toothpaste challenges the typical American drugstore offerings, proving that everyday products can be elevated with thoughtful formulations and luxurious packaging. It highlights how the Korean beauty industry has expanded beyond just skincare to encompass all aspects of personal care, treating oral hygiene as an integral part of one's overall beauty regimen.