Tired of boring mint? Local Gen Z founder Stephy Sam is reimagining oral care with Flavrs, a new Halal-certified toothpaste brand. Discover unique, café-inspired flavours and turn your daily brushing into a joyful ritual.
By DANIAL FUAD
Brushing teeth often feels like a chore. Now, a new local brand offers Malaysians something exciting. Flavrs, a proudly Malaysian, Halal-certified oral care startup, reimagines toothpaste as a lifestyle product. It launched with four locally-loved flavours: Tropical Pandan, Coconut Breeze, Rosy Glow, and Lavender Smile. Flavrs uses clean ingredients, recyclable packaging, and appealing designs. This turns oral care into something joyful, not just functional.
A Fresh Perspective on Oral Care
Stephy Sam, the founder of Flavrs, shared her personal story. She explained what inspired this new approach. “I’ve always been someone who enjoys adding a little excitement to everyday life, and I knew from the beginning that if I were to create a brand, it wouldn’t be a conventional one,” Sam explained.
The idea for Flavrs came to her during a quiet morning routine. “It got me thinking: why do we have so much fun and variety in skincare, but not in oral care?” Sam noticed that skincare has become “playful, expressive, and design-forward”. These products reflect personal taste and lifestyle. This inspired her to reimagine toothpaste similarly. Sam wanted Flavrs to feel like a desired item on a bathroom shelf, not just a hidden necessity. For Gen Z, who value individuality, Flavrs aims to turn a simple routine into a fun ritual.
The Journey of Flavour Innovation
The brand’s journey involved five years of research and development. They tested over 100 flavour prototypes. Sam found the initial phase quite surprising. “We didn’t limit ourselves. We listed down every flavour we could think of, even the crazy ones like fried chicken, durian, nasi lemak, and beef rendang”, she revealed.
While most extreme flavours did not reach the market, this process helped push boundaries and define their direction. The biggest challenge, Sam explained, was finding the perfect balance. This included balancing flavour, freshness, and effectiveness. Luckily, the R&D team has over 30 years of oral care experience. They were vital in creating a product that is both innovative and effective.
Aligning with Modern Malaysian Preferences
Flavrs launched at a key time. Malaysian consumers show growing interest in Halal-certified, clean-label, and design-conscious personal care products. These products better reflect their lifestyle and cultural preferences. Sam created Flavrs with these modern consumers in mind.
She stated, “We knew from the start that clean, conscious formulation was non-negotiable”. Thus, Flavrs toothpaste is fluoride-free , made with over 94% naturally derived ingredients , and includes Nano-Hydroxyapatite and Xylitol for enamel protection and cavity prevention. Crucially, it is also Halal-certified by JAKIM , important for trust in Malaysia’s multicultural market.
Bringing Flavrs to Your Routine
Beyond its formula, the brand aimed for an elevated experience. This starts from unboxing to daily use. The packaging is thoughtfully designed. It is minimalist, refillable, recyclable, and travel-friendly. Local-inspired flavours like pandan and rose also “give it a sense of familiarity and identity,” Sam explained. This approach celebrates Malaysian culture while meeting global quality and sustainability standards.
The Flavrs Starter Kit costs RM39.90. It is available at a 25% launch discount exclusively at www.flavrs.com.my. Each kit includes all four launch flavours. This allows users to change their brushing mood daily. Flavrs plans co-branded collaborations, retail trials, and pop-up activations. The brand hopes to turn brushing into a cultural experience by the end of 2025. It builds a new future for oral care, one flavour at a time.
A Mission for Joyful Oral Care
Flavrs’ mission is clear: make brushing feel less like a chore and more like a moment of joy. Founded by a Gen Z Malaysian, the brand aims to make oral care products that fit modern lifestyles. Flavrs seeks to offer Malaysians something bold to smile about every day.
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