Brushing your teeth has never been the most glamorous part of a daily routine — until now. Meet Flavrs, a Malaysian oral care brand that’s reinventing toothpaste as a lifestyle essential. Instead of the same old mint, Flavrs is bringing familiar local tastes to your sink: Tropical Pandan, Coconut Breeze, Rosy Glow, and Lavender Smile. Think less clinical chore, more joyful ritual. With clean ingredients, recyclable packaging, and a serious splash of personality, Flavrs is here to prove that oral care doesn’t have to be boring.
Curious about how it all started, Creative Home caught up with founder Stephy Sam to talk about turning toothpaste into a lifestyle product — and why Malaysians are ready for it.
What inspired you personally to start an oral care brand?
The inspiration came from something we all share: the daily act of brushing our teeth. For most of us, it’s framed as a task — something we do because we “have to,” not because we enjoy it. Growing up, I realised there was very little imagination in the category. Toothpaste was always packaged clinically, always mint, and marketed in a way that made it feel more like medicine than self-care. Personally, I’ve always believed that design, flavour, and culture can change how we feel about everyday rituals. Why can’t brushing your teeth be something you look forward to, the same way you might anticipate a morning coffee or your skincare routine? That was the spark behind Flavrs — to turn an ordinary habit into a small act of joy, rooted in design and sensory experience, but uncompromising in health efficacy.
How did your team approach the challenge of developing flavour profiles that are both culturally resonant and still effective as toothpaste?
This was one of the most exciting yet challenging parts of our R&D. Flavour is deeply emotional — it ties to culture, memory, and personal preference — so we wanted to create flavours that felt familiar and comforting, yet still delivered the fresh, clean finish people expect from toothpaste. We tested over 100 formulations across five years. Some were playful experiments — like durian, fried chicken, or nasi lemak — which helped us understand the boundaries of what people would actually use every day. From there, we refined and narrowed down to pandan, coconut, rose, and lavender. Each connects to Malaysian life in its own way: pandan with its fragrant, sweet aroma; coconut with nostalgic childhood candies; rose inspired by sirap bandung; and lavender, though not local, universally associated with calmness and spa-like relaxation. The challenge was balancing flavour with freshness. That’s where our manufacturer, with over 30 years of oral care expertise, played a vital role — ensuring that no matter the flavour, users still walked away with a clean mouthfeel and real oral health benefits.
You mentioned this journey has taken five years — what were some of the most unexpected hurdles during R&D or launching the brand?
Formulation was a huge challenge. Some blends were too sweet, some lost their freshness, and others just didn’t feel right in the mouth. It took countless rounds of iteration to get the texture, taste, and after-feel just right.
Packaging was another trial. I didn’t want to settle for a typical tube — I wanted something hygienic, sustainable, and modern. It took time to source an airless pump that worked with our slightly more fluid texture while also being refillable and recyclable.
And then there was the challenge of consumer education. Oral care is a category people rarely think about changing. Launching with non-mint flavours meant we had to tell a new story and help people see brushing as an experience, not just a necessity.
What considerations went into designing a product that could support multiple daily use occasions, rather than reinforcing the traditional ‘brush twice a day’ mindset?
We wanted brushing to feel less like an obligation and more like a ritual you can enjoy at different points of the day. The smoother, lighter texture of Flavrs makes it pleasant for a quick brush after lunch or before an important event. The flavours themselves also lend to different moods and times — Tropical Pandan is uplifting in the morning, Coconut Breeze gives a chill weekend vibe, Lavender Smile is calming for winding down at night, and Rosy Glow feels indulgent for both day and evening self-pampering moments.
Our pump packaging also plays an important role: it’s hygienic, travel-friendly, and easy to dispense in small amounts. The bottle is convenient to carry around, encouraging people to brush whenever they feel like it, not just morning and night.
5. Was there a guiding principle or framework you used to make sure the product design aligned with both health function and emotional experience?
Yes, we built everything around a simple framework: Flavour, Function, and Feeling.
● Flavour: Each variant brings joy and personality.
● Function: Backed by science, with Nano-Hydroxyapatite to rebuild enamel, Xylitol to fight bacteria, and over 94% naturally derived ingredients.
● Feeling: Turning brushing into an emotional ritual — whether it’s the nostalgic taste of coconut or the calming effect of lavender.
The science ensures credibility, while the flavour and design deliver delight. That’s how we marry health and emotion in one product.
6. How do you see Flavrs fitting into Malaysia’s Gen Z consumer habits and broader wellness trends?
Gen Z is very intentional about their choices. They see wellness not just as function, but as self-expression and lifestyle. They enjoy experimenting, care about sustainability, and want brands that feel authentic.
Flavrs speaks to this by offering flavours that let them personalize their routine, clean formulations that align with wellness values, and refillable, recyclable packaging that reflects their sustainability concerns. For them, oral care is no longer just about preventing cavities — it’s about making even the smallest rituals feel fun, aesthetic, and meaningful.
7. What kind of feedback have you received from early testers or customers — particularly regarding the non-mint flavours?
At first, many people were skeptical — could rose or pandan really work as toothpaste? But once they tried it, they were surprised at how refreshing it felt while still delivering cleanliness. The most rewarding feedback has been how people now rotate between flavours depending on mood.
We’ve also seen strong repeat orders and a lot of emotional connection. Customers often tell us they’ve found their “signature flavour,” which makes the product feel personal. That’s exactly the intimacy we hoped for.
8. Can you share a bit about how Flavrs plans to stand out in a market dominated by global giants with decades-long brand recognition?
We have a lot of respect for the global brands that have built this category and set high standards for oral care. Where Flavrs fits in is by offering a fresh, complementary perspective — one that combines cultural storytelling, flavour innovation, and lifestyle appeal. Our focus is on creating products that celebrate local identity, use clean and thoughtful ingredients, and bring joy to something as routine as brushing. By staying nimble, close to our consumers, and true to our values, we hope to add something distinctive to the market while coexisting alongside established players.
9. How do you balance the fun, lifestyle-focused branding of Flavrs with the trust and credibility people expect from a health-related product?
From the start, we’ve been clear that fun and science must go hand in hand. Our flavours and branding are playful, but the backbone of the product is solid oral care science. We partnered with a Halal-certified, Malaysia-based manufacturer with international credentials (GMP, ISO, HACCP, BSCI) and three decades of expertise.
Our formula is over 94% naturally derived, fluoride- and SLS-free, and anchored by Nano-Hydroxyapatite and Xylitol — ingredients proven to strengthen enamel, reduce sensitivity, and fight bacteria. This dual approach — credible science with lifestyle flair — builds both excitement and trust.
10. Looking ahead, are there plans to expand beyond toothpaste?
Definitely. Toothpaste is just the beginning. Our mission is to reimagine the entire oral care routine. We’re already exploring other oral care products — all designed to be flavourful, effective, and fun. We’re also considering kids’ lines and limited-edition seasonal flavours to keep things fresh and engaging.
Long term, we want Flavrs to become a globally recognized Malaysian brand — one that proves oral care doesn’t have to be boring, and can, in fact, celebrate culture, creativity, and joy on a worldwide stage.
The Flavrs Starter Kit (RM39.90) is now available at 25% OFF for launch exclusively at www.flavrs.com.my. Each kit includes all four launch flavours, perfect for switching up your brushing mood throughout the day.
Info & images: www.flavrs.com.my
Q&A & Article: Lily Wong
