[2026 The CEO of Catholic Kwandong University Early-Stage Startup Package] DENTIDAY, A company developing periodontal disease prevention products utilizing pine trees from Gangwon Province

Jungwon LEE, CEO of DENTIDAY

-Flagship item is ‘Lumint Plus Gum Care Solid Toothpaste’, the core product of ‘Lumint’, a brand specializing in gum care.

-Applying antioxidant ingredients (such as flavonoids) extracted through a 12-hour low-temperature process from pine trees along the coast of Gangneung, the product demonstrated a flawless 99.9% sterilization rate against Porphyromonas gingivalis (the primary cause of gum disease) and Streptococcus mutans (the cavity-causing bacteria) within just 3 minutes in authorized laboratory testing.

DENTIDAY is an enterprise operating a specialized oral care brand founded under the philosophy of “allowing anyone, easily, and anywhere, to maintain oral hygiene hygienically.” Confronted with the grim reality that periodontal disease ranks as the number one outpatient illness in South Korea in terms of frequency, the company aims to move beyond post-treatment and deliver a flawless preventive solution in daily life. To achieve this, it researches and develops high-functionality products for improving periodontal health utilizing natural pine tree resources native to the Gangwon region. The company was founded in July 2025 by CEO Jungwon LEE (24).

The company's flagship item is ‘Lumint Plus Gum Care Solid Toothpaste’, the core offering of the specialized gum care brand ‘Lumint.’

“When people think of toothpaste, they usually visualize a sticky liquid in a tube. However, our product contains absolutely no water; it is a highly compressed, tablet-form toothpaste that packs only the natural active ingredients vital for gum health into a 0.7g pill”, explained CEO LEE. “Crucially, it is officially classified as a quasi-drug, having received approval from the Ministry of Food and Drug Safety (MFDS) for 11 distinct efficacies, including the prevention of gingivitis and periodontitis, as well as the elimination of halitosis. Formulated entirely with all-vegan ingredients, this premium, high-density oral care solution drastically minimizes gum irritation. By adding fine-bristle toothbrushes and dental floss to our lineup, we are establishing a comprehensive ecosystem for prevention.”

Lumint Plus possesses two distinct competitive advantages. The first is an ingredient-level innovation powered by its proprietary patented composition, ‘Pine Needle Shot.’ By integrating antioxidant components (such as flavonoids) extracted via a 12-hour low-temperature method from coastal pine trees in Gangneung, the company proved through certified laboratory tests an astonishing 99.9% sterilization rate of Porphyromonas gingivalis (gum disease bacteria) and Streptococcus mutans (cavity bacteria) within a mere 3 minutes.

The second edge is its formulation-based differentiation characterized by ‘individually packaged single doses.’ This fundamentally eliminates the risk of preservatives or carcinogens found in conventional commercial liquid toothpastes, as well as the moisture vulnerability common to existing solid or powder toothpastes. It prevents spoilage even in humid bathroom environments and offers exceptional hygiene and convenience tailored to modern lifestyles, as it can be easily carried in a pocket during business trips, travel, or rounds of golf.

DENTIDAY has solidly established an online marketing system connecting its D2C brand mall with open marketplaces like Coupang. Recognizing that brand trust is paramount in this market, the company looked beyond standard advertising, deploying short-form video content marketing in collaboration with dentists, professional pharmacist YouTubers, and influencers with over 100,000 followers. As a result, the brand achieved an explosive milestone, ranking first in its category on Coupang within just one month of launch. For offline channels, DENTIDAY currently supplies its products to hospitality businesses and souvenir shops within Gangneung, with plans to expand supply as premium amenities to 5-star hotels across Gangwon Province.

As an enterprise fusing medical science with commerce, DENTIDAY operates with a team structure that balances deep expertise with agility. Drawing on her background as a researcher in a department of dental biomaterials, CEO LEE anchors the business by overseeing product planning, advanced ingredient R&D, and functional clinical design. A dedicated marketing team member drives performance marketing and distribution channel expansion. While currently compact in scale, the organization operates efficiently by collaborating closely with top-tier industry partners across specialized fields, including patent law, package design, OEM mass production, and fulfillment logistics.

Regarding future initiatives, CEO LEE stated, “Our short-term objective for this year is to solidify our status as a technology-driven enterprise by establishing an in-house corporate R&D center and securing Venture Business Certification, backed by stable monthly revenue metrics.”

Date of Establishment: July 2025
Core Business: Manufacture of toothpaste, soap, and other detergents (Quasi-drug-based dental care manufacturing and online B2C/B2B distribution)
Key Achievements: Selected for the 2026 Early Startup Package, Designated as a 2026 Gangwon Local Venture Enterprise, Selected for the 2026 Seoul Next Local Follow-up Support Program, Initiated exports to Vietnam in 2026, Selected for the 2025 New Business Startup Academy, Selected for the 2025 Gangneung Youth Startup Hope-Kium Program

reporter jinho lee
jinho2323@hankyung.com