Remember when you were a kid and toothpaste came in a bunch of crazy flavours?
Your breath could smell like strawberries, grapes, oranges, and even bubble gum if you’re adventurous enough. None of these boring adult flavours that are only focused on making your breath icy cool and minty fresh.
I don’t know about you, but having flavoured toothpaste made brushing my teeth fun instead of a chore. This is something that Selva Kumar wants to bring back regardless of your age.
So 11 years after he founded Viper Challenge, an obstacle event series that’s grown to be the largest in Southeast Asia, he launched a new flavoured toothpaste brand—Happy Brush.
Innovating an age-old product
At first glance, you’d probably think Happy Brush’s toothpastes (selling for RM19.90 per bottle) are anything but toothpastes. It’s packaged in a pump bottle that looks like it dispenses shaving cream or skincare.
I figured this must be for aesthetic appeal. If all the toothpastes in the market look the same, what better way to stand out than to change its packaging?
But Selva explained that it’s for practicality’s sake as well. “The nozzle design for our toothpaste packaging allows for precise dispensing, reducing waste, and ensuring users get the most out of each tube.”
The toothpaste packaging is also made of recyclable materials and designed to minimise environmental impact.
Doing so aligns with Happy Brush’s mission of being eco-friendly. “Every small step towards sustainability counts and this design reflects that philosophy,” Selva stated.
The main selling point, though, is the toothpaste flavours. The brand is still new, so there are only three flavours available: Mango Punch, Watermelon Crush, and Coconut Charm. According to Selva, these are all beloved flavours that resonate with Malaysians and bring a taste of our tropical heritage.
From fitness to oral care
Prior to Happy Brush and Viper Challenge, there was Original Bootcamp, Selva’s first fitness training business that opened in 2009.
The business was good and by 2012, he had served close to 10,000 customers, many of whom expressed a desire for greater physical challenges. So he founded Viper Challenge a year later to fill this market gap.
“I aimed to create an event that physically and mentally challenged individuals, promoting teamwork and camaraderie,” he remarked. It’s similar to televised challenges like Netflix’s Physical 100 but set outdoors.
About a decade later, Viper Challenge has grown into a successful international obstacle event series, gaining sponsorships from brands such as AXN.
But Selva still felt like diversifying his entrepreneurial ventures. So when he got the light bulb moment to innovate traditional toothpaste options, he went all in.
“The success of the Viper Challenge gave me the confidence to explore new opportunities and bring fresh ideas to the market. Seeing the positive response to our initial product concepts reaffirmed my belief in the potential of Happy Brush and motivated me to launch it.”
Made in Malaysia, for Malaysians
Speaking candidly, Selva said that the inspiration behind these flavours comes from their desire to make brushing a delightful experience.
“We wanted to offer flavours that appeal to children and adults, making oral care fun and enjoyable [with] our love for Malaysian staples.” This ensures that consumers are given a familiar yet exciting taste of Happy Brush’s innovative products.
Another source of inspiration is the Australian brand HiSmile which offers a similarly unique toothpaste line.
With Selva being based in Australia himself, he found encouragement in HiSmile’s existence and wanted to develop toothpastes tailored for the Asian market.
Selva shared with us that Happy Brush’s toothpastes are formulated in Australia too. The key reason is that he finds the land to have advanced expertise in oral care formulations and strict regulatory standards, which ensures high-quality and safe products.
But its production house is based in Malaysia to support local manufacturing and reduce costs. “This allows us to offer premium products at competitive prices,” he added.
A seasoned entrepreneur with large ambitions
It took about one year for extensive R&D before the brand came up with market-ready products.
During that time, some challenges they stumbled upon were finding the right balance between flavour and efficacy, as well as ensuring that formulations met regulatory standards. The process of registering with Malaysia’s National Pharmaceutical Regulatory Agency (NPRA) wasn’t easy either.
Selva disclosed that the process involved extensive testing and documentation. Hence, his main tip for other entrepreneurs is to start registering early and work closely with regulatory experts to navigate the complexities.
“Maintaining thorough records and ensuring all formulations comply with local regulations is also essential.”
Since the product design is relatively new in Malaysia, Selva and his team will be mixing marketing with educational efforts to promote Happy Brush. This includes social media content, collaborating with influencers, and participating in roadshows and pop-up events.
If you happen to come across the latter, don’t be shy to ask for free toothpaste samples. Perhaps you’ll be an early adopter of this brand that wants to become a regional name in the industry someday.
Seeing as how Selva has built up Viper Challenge over the years, this dream doesn’t seem impossible. On a more personal level, though, I’m excited to see this toothpaste on more store shelves as they’ll surely bring a wave of nostalgia.
- Learn more about Happy Brush here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Happy Brush / annisezza on Instagram