Brushing Up on Clean Beauty: joi Launches Natural Toothpaste with Watsons
When it comes to clean beauty, joi has never been afraid to break the mould. From its cult-favourite natural deodorants to skincare that puts joy back into self-care, the Malaysian brand has become synonymous with everyday essentials that actually make you feel good. Now, joi is taking that philosophy one step further—into your daily brushing ritual.
On November 11, 2025, joi unveiled its latest creation in partnership with Watsons Malaysia: the Natural Toothpaste range. The launch, themed “Formulated to Shine,” took over Sun San Bake for a bright, flavour-filled afternoon that brought together media, celebrities, and KOLs for a first taste (literally) of what might just be the happiest toothpaste around.
Flavours Worth Smiling For
This isn’t your standard minty paste. joi’s Natural Toothpaste lineup comes in four playful flavours—Mint, Coconut, Lychee, and Mango—designed for both adults and kids aged five and above. Beyond the taste, each variant is fluoride-free and powered by Hydroxyapatite, the same ingredient used by NASA to protect astronauts’ teeth in space. Think enamel protection, natural whitening, and reduced sensitivity—all without the harsh chemicals.
And because joi loves a multitasker, the formula also packs probiotics to support a healthier oral microbiome, keeping bad bacteria and plaque in check. Translation: a cleaner, brighter smile that feels as fresh as it looks.
A Collaboration That Clicks
The highlight of the event saw Carrol Tan, Head of Trading (Beauty) at Watsons Malaysia, joining Charlotte Chua, joi’s founder, on stage to officially reveal the new range. Together, they celebrated not just a product launch, but a shared mission to make clean, conscious care more accessible to families everywhere.
“When I was looking for a toothpaste that was gentle enough for my kids yet effective for the whole family, I simply couldn’t find one,” said Charlotte Chua. “That inspired me to create this natural toothpaste. Launching it with Watsons now means more families can enjoy safe, effective, and joyful oral care—and we look forward to introducing even more fun and exciting flavours soon.”
Joy in Every Detail
The event was a mirror of joi’s brand DNA—fresh, fun, and thoughtfully crafted. Guests spent the afternoon exploring the toothpaste range through interactive displays and creative content stations, all set against a backdrop of curated refreshments and easy smiles.
The Heart of joi
Founded on the philosophy “Formulated to Bring Joy,” joi is proudly Malaysian, proudly natural, and proudly vegan. Every product—from its deodorants to skincare and now oral care—is made with 100% natural ingredients, cruelty-free, and crafted to make daily routines feel like small acts of self-love.
Because at the end of the day, joi isn’t just about looking good. It’s about feeling good, naturally.
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