Pure Encyclopedia Zero Toothpaste Completes Special Set Sales Broadcast on Shopping Live in October

Introduction of Nano-Hydroxyapatite (N-HA) Toothpaste Formulation Patent and Antibacterial Test Results

Image: Shopping live screen of Soonsu Baekgwa Zero Toothpaste, provided by KEMG Lab

KEMG Lab Co., Ltd., which operates the premium home care brand Pure Encyclopedia, held a live broadcast on Naver Shopping Live, showcasing a range of Pure Encyclopedia products, including the fluoride-free toothpaste 'Zero Toothpaste' and 'Baby & Kids Zero Toothpaste.'

During the shopping live event held on the 1st, the company prepared a special live set exclusively for the broadcast. According to the company, all prepared sets sold out within five minutes of the broadcast starting. This Zero Toothpaste is a fluoride-free toothpaste that uses nano-hydroxyapatite (N-HA), an ingredient whose structure is identical to the major mineral components of dental enamel, instead of fluoride. The product possesses both a patented toothpaste formulation containing this ingredient and in vitro antibacterial test results.

The patent applied to Zero Toothpaste, registered in February under the number 10-2932438, is titled 'Toothpaste composition containing nano-hydroxyapatite as a fluoride substitute for the prevention of dental caries and gum disease.' In an antibacterial test conducted by the testing agency AllPassBio, the levels of Streptococcus mutans, the main bacteria responsible for dental caries, and Porphyromonas gingivalis, the bacteria that cause periodontal disease, were reduced by 99.9%, respectively. The antibacterial test covered 15 different types of harmful oral bacteria, including the two mentioned above.

This broadcast was not limited to simply introducing the features of the products, but was designed so that consumers considering a purchase could fully explore detailed product information.

Zero Toothpaste is an over-the-counter quasi-drug (toothpaste preparation) reported to the Ministry of Food and Drug Safety, and its indicated efficacy and effects include prevention of tooth decay, elimination of bad breath, and prevention of gingivitis and periodontitis. The product does not contain fluoride, synthetic surfactant (SLS), preservatives, colorants, or synthetic fragrances.

The 'Baby & Kids Zero Toothpaste' showcased during the broadcast is a fluoride-free children's toothpaste created for parents seeking a safe first toothpaste for their kids. It includes nano-hydroxyapatite (N-HA) instead of fluoride, making it suitable for babies and children without the need for separate stages. It contains no synthetic surfactants (SLS), preservatives, artificial colorants, synthetic fragrances, or artificial preservatives. The strawberry flavor is made with real strawberry extract rather than synthetic fragrances, and coconut-based plant surfactants are used for cleaning. Approved as an over-the-counter quasi-drug by the Ministry of Food and Drug Safety in August 2025, the product's efficacy includes the prevention of dental caries.

Pure Encyclopedia Zero Toothpaste is available not only on the brand’s official and online malls, but is also sold via the Onnuri Pharmacy online mall, and at select dental clinics and pharmacies throughout Korea.

KEMG Lab Co., Ltd. received the Minister of Food and Drug Safety Award in product safety in 2025 and the Minister of Health and Welfare Award in ESG in 2024. The company also participates in the 'Household Chemical Product Safety Commitment Implementation Council,' a partnership among the Ministry of Climate, Energy and Environment (formerly the Ministry of Environment), civil society, and businesses. This council is a system encouraging participating companies to voluntarily disclose the components used in household chemical products and raise safety management standards. When a participating company registers an ingredient list with the household chemical product safety portal 'Choroknuri,' consumers can look up product ingredients on the portal by product name. The company has been registered as a participating company since 2024.

A company representative said, "Since toothpaste is a product that the whole family puts in their mouths every day, more and more consumers first check the ingredients and supporting evidence," and added, "In this live broadcast, we focused on providing information consumers can verify for themselves, such as patent and test results as well as the efficacy and effects reported and approved by the Ministry of Food and Drug Safety."

This content was produced with the assistance of AI translation services.