Malaysian natural personal care brand joi celebrated a key milestone in its growing portfolio – from its popular natural deodorants to skincare, and now oral care – with the launch of its Natural Toothpaste range at a special revealing event with Watsons Malaysia.
The launch, themed “Formulated to Shine,” took place on 11th November 2025 at SunSan Bake, bringing together media, local celebrities, KOLs, and Watsons representatives for an interactive introduction to joi’s latest innovation.
Available in four refreshing flavours – Mint, Coconut, Lychee, and Mango – joi’s Natural Toothpaste line is designed for the whole family – adults and children aged five and above. Each variant is fluoride‑free, enriched with Hydroxyapatite (the same ingredient used by NASA for astronauts’ daily tooth defense) – a safe and effective alternative that helps remineralise enamel, naturally whiten teeth, and reduce sensitivity. The formula also includes probiotics to support a healthier oral microbiome, combat bacteria and plaque, and provide a deeper, more effective clean with every brush.
The highlight of the event was the official product reveal, where Carol Tan, Head of Trading (Beauty) at Watsons Malaysia, joined Charlotte Chua, founder of joi, on stage – symbolizing their shared commitment to clean, effective personal care.
“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.”
Guests at the launch event enjoyed hands-on exploration of the new natural toothpaste range, spending an afternoon filled with good vibes, creativity, and joy, complemented by curated refreshments in a fun, engaging setting.
joi’s Natural Toothpaste range—available in Mint, Coconut, Lychee and Mango—is now officially on shelves at Watsons Malaysia. Time to #SmileWithJoi and brush happy.
