The brand was launched by KM Pharmaceutical, manufacturer and distributor of oral care products such as toothbrush and toothpaste, in June last year.
Following the registration with the US FDA, foamgle’s Breath Care is permitted to be sold to general consumers in the US, with initial shipments scheduled to begin in July.
This US expansion will be centred around e-commerce and social commerce platforms like Amazon and TikTok Shop.
The company is set to conduct an online pilot launch in California and New York in July, and will “gradually expand sales channels” based on consumer response.
Positioning itself as a representative K-oral care brand, foamgle is leveraging the entry into the US as the first step towards global expansion.
“foamgle is a new lifestyle brand that offers more than just simple oral hygiene products. It has created a new category called ‘fun oral care’, and I am confident that the differentiation and innovation proven in the domestic market will be successful in overseas markets, including the US,” said Baek Seung-won, CEO of KM Pharmaceutical.
NPD in progress
foamgle’s Breath Care combines toothpaste and mouthwash in a foam format, which enables brushing and rinsing simultaneously.
Despite its travel-size capacity (50ml), the two-in-one product allows for over 50 times of use (based on two to three pumps per use), said to be equivalent to 1,500ml of liquid mouthwash.
Its compact size also makes it convenient and handy to “keep breath fresh at any location”.
The product’s main ingredients include allantoin, xylitol, and extracts of propolis, licorice, pomegranate, green tea, rosemary, and camomile.
According to the brand, Breath Care is gaining traction in health and beauty stores in South Korea, such as Olive Young, due to its “easy-to-use and pleasant user experience”, and is particularly popular among Generation Z and millennial consumers.
In addition, KM Pharmaceutical is planning to expand foamgle’s product portfolio.
For instance, it is looking to launch a kids’ line exclusively for children to target families in the second half of this year.
At the same time, a “foamgle White” series with enhanced whitening functions as well as high-performance products for bad breath are also in the midst of development.
“Although we started with a single product, the core of foamgle is a technology platform called Foam Type. We will scale up our global expansion with a customised line-up catering to various user groups, product functions, and local needs in different countries,” foamgle said.
