Liberta Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, TSE Standard: 4935), which develops products that "plan joy and make the world more interesting," will launch "Dentiste Whitening Purple," a toothpaste that achieves whitening and bad breath care, from "Dentiste," the toothpaste that lets you "kiss as soon as you wake up." It will be sequentially released nationwide at Don Quijote (Note 1) starting mid-July 2026.
In recent years, with increased awareness of personal grooming, "tooth whiteness" has become a focus, and the need for easy at-home care is growing. On the other hand, there are many voices asking for care that addresses not only whiteness but also daily bad breath and stains simultaneously.
In response to these demands, "Dentiste Whitening Purple" has been introduced, maintaining Dentiste's signature refreshing and satisfying feel and approach to bad breath, while also achieving whitening correction.
The characteristic purple paste gently removes stains such as yellowing and nicotine stains through daily brushing, restoring teeth to their natural whiteness.
Furthermore, by removing plaque (Note 2), it prevents tartar buildup and keeps the mouth clean. It also contains 10 types of plant extracts (Note 3). It washes away dirt that causes bad breath, leading to fresh breath.
This is a whitening toothpaste that can be easily incorporated into daily oral care, achieving tooth whiteness (Note 2), bad breath care (Note 3), and tartar prevention (Note 2) in one product.
Why Purple?
Yellow and purple are located directly opposite each other on the color wheel and are "complementary colors" that cancel each other out. It utilizes the color effect where the visual contrast between complementary colors yellow and purple makes yellowing appear less noticeable. This principle is also used in the beauty field, where shampoos and conditioners containing purple pigments make yellowed hair appear more transparent, and a similar approach is adopted in oral care products.
Product Features
Removes yellowing and nicotine stains (Note 2) for naturally white teeth
Gently removes yellowing and nicotine stains through daily brushing, maintaining the natural whiteness of teeth.
Removes plaque and prevents tartar buildup (Note 2)
Prevents tartar buildup by removing plaque through brushing, keeping the mouth clean.
Washes away the source of bad breath for fresh breath
Contains 10 types of plant extracts (Note 4).
Washes away dirt that causes bad breath through brushing, preventing bad breath.
Product Overview
Product Name: Dentiste Whitening Purple
Contents: 100g
Price: 2,178 yen (tax included)
Release Date and Sales Stores:
Sequentially released nationwide at Don Quijote starting mid-July 2026 (Note 1)
About DENTISTE' https://dentiste.jp/
Currently available in over 25 countries worldwide (Note 5) with over 300 million units sold globally (Note 6). It is a premium oral care brand that has received high ratings, with a satisfaction rate of 86.5% and a repeat purchase intention of 84.7% (Note 7).
It masks bad breath (Note 8) and moisturizes the mouth with plant extracts.
Reduces stickiness and oral discomfort (Note 2), leading to breath that allows you to kiss as soon as you wake up.
Toothpaste Lineup
▼Product Name
Dentiste Tube Type
▼Price
1,595 yen (tax included)
▼Contents
100g
▼Product Features
Classic mint flavor
▼Product Name
Dentiste Lemongrass Tube Type
▼Price
1,595 yen (tax included)
▼Contents
100g
▼Product Features
Japan exclusive product. For those who prefer a sweeter taste.
▼Product Name
Dentiste Whitening Tube Type
▼Price
2,178 yen (tax included)
▼Contents
100g
▼Product Features
Dual care for whitening and bad breath
▼Product Name
Dentiste Muscat Mint Tube Type
▼Price
1,595 yen (tax included)
▼Contents
100g
▼Product Features
Japan exclusive product. Fresh sweetness of muscat.
▼Product Name
Dentiste Peach & Mint Tube Type
▼Price
1,595 yen (tax included)
▼Contents
100g
▼Product Features
Don Quijote exclusive flavor.
Japan exclusive product. Gorgeous sweetness of peach.
▼Product Name
Dentiste Botanical Mix Mint
▼Price
2,400 yen (tax included)
▼Contents
100g
▼Product Features
Natural formula centered on plant-derived ingredients.
▼Product Name
Dentiste Pro-B Tube Type
▼Price
1,815 yen (tax included)
▼Contents
100g
▼Product Features
Plus lactic acid bacteria (Note 9)! Refreshing flavor.
▼Product Name
Dentiste Extra Fresh Tube Type
▼Price
1,595 yen (tax included)
▼Contents
100g
▼Product Features
Don Quijote exclusive flavor.
For those who prefer a stronger sensation.
▼Product Name
Dentiste Travel Set
▼Price
858 yen (tax included)
▼Contents
Toothpaste 20g, 1 toothbrush
▼Product Features
Convenient size for the office or travel.
*1 Some stores may not carry this product. *2 Through brushing. *3 Masking by fragrance. *4 Commiphora Myrrha Resin Extract, Krameria Triandra Root Extract, Sage Leaf Extract, Chamomilla Recutita (Matricaria) Flower Extract, Foeniculum Vulgare (Fennel) Fruit Extract, Acacia Catechu Wood Extract, Pimpinella Anisum (Anise) Fruit Extract, Glycyrrhiza Glabra (Licorice) Root Extract, Cinnamomum Cassia Bark Extract, Echinacea Purpurea Root Extract (Moisturizing Agents). *5 Thailand, Japan, South Korea, China, Cambodia, Myanmar, Laos, Philippines, Turkey, Indonesia, Malaysia, Singapore, United States, United Arab Emirates, Kuwait, Austria, Palestine, Bulgaria, Mali, Vietnam, Mongolia, Nigeria, Ukraine, New Zealand, Israel, Australia, Switzerland (as of April 2024). *6 As of July 2025. *7 December 18, 2025 - December 13, 2025 "Awareness Survey on Toothpaste" Online survey by Intage of 112 women aged 20-69 who have used Dentiste. *8 By fragrance. *9 Lactobacillus Ferment Lysate (Antioxidant for the product).
[Inquiries regarding this matter]
Liberta Co., Ltd. Beauty Business Division Brand Communication Department PR Representative Kitamura
TEL: 03-5489-7667 FAX: 03-5489-7686 Mail: press@liberta.net
FACT BOX
- Source: PR TIMES
- Category: 商品発売