There’s a certain electricity in the air when a homegrown brand hits a meaningful milestone—especially one built on heart, purpose, and a genuine commitment to cleaner living. That was exactly the atmosphere at joi’s “Formulated to Shine” launch, held on 11 November 2025 at the sun-splashed, warmly styled SunSan Bake.
As the Malaysian natural personal care brand unveiled its brand-new Natural Toothpaste range alongside Watsons Malaysia, the room buzzed with the kind of excitement only a brand on the rise can create. Media friends, celebrities, KOLs, and industry insiders gathered for an afternoon that felt less like a press event and more like a celebration of progress—of a brand expanding thoughtfully, joyfully, and confidently into new territory.
From natural deodorants to skincare essentials, joi has continuously championed gentle yet effective formulations made for everyday Malaysians. This year, the brand turns the page to a new chapter: oral care.
Available in four refreshing flavours—Mint, Coconut, Lychee, and Mango — the new Natural Toothpaste range brings joi’s signature playful, feel-good identity into an unexpected category. And yet, it feels perfectly aligned. After all, a happy routine begins with a smile.
Joi’s formula is fluoride-free and enriched with Hydroxyapatite, the same enamel-strengthening mineral famously used by NASA for astronauts. It acts as a gentle yet effective alternative that helps:
- Remineralise weakened enamel
- Naturally whiten teeth
- Reduce sensitivity
The addition of probiotics supports a balanced oral microbiome, strengthening the mouth’s natural defenses while keeping plaque and bad bacteria in check.
Formulated for adults and children aged five and above, the range stays true to joi’s mission: personal care that is clean, safe, and uplifting for everyone at home.
The Natural Toothpaste range is now available at Watsons Malaysia stores and online, as well as www.shopjoi.com. Discover your new favourite flavour and make every brush a moment of joy.
Read also: Protect Your Smile 24/7: Colgate Total Helps Prevent the Root Cause of the Top 8 Oral Care Issues
