As the sluggish economy encourages consumers to avoid excessive spending, a trend called "small luxury" — indulging in small treats for oneself — is spreading among people in their 20s and 30s. Against this backdrop, demand for premium toothpaste is on the rise.
Traditionally, the domestic toothpaste market was dominated by local brands such as "Perio" and "Median." However, since the COVID-19 pandemic, heightened interest in oral care has spurred steady growth in the premium toothpaste market. Leading this growth is "Marvis," an Italian brand often referred to as the "Chanel of the toothpaste world."
According to the beauty industry and Marvis Korea on the 18th, Marvis has sold a cumulative total of 4 million tubes in South Korea over the six years since its launch in 2018. This success comes despite its high price of 19,900 won per tube, with much of its popularity driven by word-of-mouth reviews.
Marvis is a premium Italian toothpaste brand with over 110 years of tradition. Unlike conventional toothpaste that relies on surfactants, Marvis uses natural ingredients, with mint as its main component.
Unlike domestic toothpaste, which is easily available at supermarkets, Marvis differentiated its distribution strategy by focusing on beauty-oriented retail channels such as CJ Olive Young. This approach has fueled more than 20% annual sales growth for Marvis Korea.
Online sales through KakaoTalk’s gift service have also seen rapid growth since 2022, becoming a significant contributor to Marvis Korea’s expansion.
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