PERIOE (Korean: 페리오) is a South Korean oral-care brand best known for its toothpaste, toothbrushes, mouthwash, and teeth-whitening products. Owned by LG Household & Health Care (LG H&H), the brand holds significant historical importance in Korea as the successor to Lucky Toothpaste, which was launched in 1954 as the country’s first domestically produced toothpaste. In 1981, Lucky Toothpaste was rebranded as PERIOE, a name derived from “periodontal,” reflecting the brand’s focus on gum health and the tissues surrounding the teeth.

While primarily associated with the Korean market, PERIOE has seen formal trademark activity in the Philippines. A 2025 Philippine trademark publication records the applicant for the PERIOE mark as LG H&H Co., Ltd., explicitly noting that the term is derived from “periodontal.” 2

Origins as Lucky Toothpaste

The roots of PERIOE extend back to 1954, when Lucky Chemical Industrial Corp.—the predecessor to today’s LG Household & Health Care—introduced Lucky Toothpaste. This product is recognized as the first toothpaste manufactured in Korea. Its introduction marked a shift in everyday oral-hygiene practices, moving consumers away from traditional methods such as using salt for cleaning teeth.

By the late 1970s, imported dental products began to compete more aggressively in the Korean market. In response, the company increased its research into oral health, developing formulations aimed at specific dental problems rather than just basic cleaning. Researchers identified periodontal disease as a key consumer need and worked on solutions for issues like gum inflammation and bleeding. 1

Rebranding to PERIOE

In 1981, Lucky Toothpaste was renamed PERIOE. According to LG H&H, the new name was chosen to reflect the brand’s emphasis on “periodontal” health. This change signaled a strategic move toward functional oral care, positioning the brand not just as a toothpaste manufacturer but as a provider of solutions for various oral-health concerns.

Development under LG Household & Health Care

PERIOE is currently part of LG Household & Health Care, which was established in 2001 when the household and personal-care business was separated from LG Chem. Within LG H&H’s portfolio, PERIOE represents one of the older consumer brands, sitting alongside other Korean personal-care labels while specifically focusing on oral hygiene. 2

PERIOE has evolved from a single-product toothpaste brand into a comprehensive “Total Oral Care” brand. Its product lineup includes:

• Toothpaste: The core category, featuring formulations targeting different oral-care needs.
• Toothbrushes: Designed for various brushing requirements and user preferences.
• Mouthwash and Oral Rinses: Products intended for additional hygiene and freshness.
• Teeth-Whitening Products: Solutions addressing tooth discoloration.
• Specialized Oral-Care Products: Items developed for specific concerns such as bad breath and gum care.

Key Product Concepts

Total 7
One of the brand’s prominent concepts is Total 7, a toothpaste positioned to address multiple oral-health concerns in a single product. LG H&H has highlighted this as one of the brand’s major offerings.

PERIOE 46 cm
Introduced in 2011, the PERIOE 46 cm line was designed around the concept of managing bad breath during close interpersonal conversation (approximately 46 cm distance). This specialized range included toothpaste, toothbrushes, mouthwash, and breath spray, marketed as Korea’s first oral-hygiene brand dedicated to bad-breath removal. 3

Bamboo Salt Toothpaste
The brand also utilizes distinctive Korean-inspired concepts, such as Bamboo Salt toothpaste, which incorporates storytelling and unique formulation elements.

PERIOE has historically been a leading oral-care brand in South Korea. Corporate materials from LG H&H have described it as holding a top position in the domestic toothpaste market; for instance, 2019 CSR materials cited Nielsen data to present PERIOE as No. 1 for 29 consecutive years.

In terms of scale, LG H&H reports that approximately 1.2 billion tubes of PERIOE toothpaste have been sold in Korea. The company equates this volume to roughly 24 tubes per person.

Although PERIOE’s strongest identity remains tied to its Korean heritage, the brand has been marketed outside South Korea. Products are available in various Asian and international markets, though distribution varies by country.

The brand’s presence in the Philippines is evidenced by formal trademark activities. As noted in a 2025 publication by the Intellectual Property Office of the Philippines, LG H&H Co., Ltd. applied for the PERIOE trademark, reinforcing the brand’s intent to protect its intellectual property in the region. 2

The name PERIOE is derived from the dental term periodontal, which refers to the tissues and structures surrounding and supporting the teeth. This etymology highlights the brand’s foundational commitment to gum health and periodontal care, distinguishing it from competitors focused solely on tooth whitening or cavity prevention.

1. Perioe toothpaste helps manage oral health : Korea.net : The official website of the Republic of Korea
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3. LG H&H — PERIOE 46 cm press release