It seems like oral care is the new skincare.
Let me explain. This year alone, we’ve come across numerous homegrown oral care brands such as Happy Brush, Gigi, and now, Acaya.
Behind Acaya are three best friends—Sook Li, Silvia, and Kit.
This trio shares a passion for health, science, and the finer things in life—especially when they’re beautifully designed and smell incredible. This alone should give you an idea of what Acaya’s products are like.
Not to be overlooked is the fact that the three studied pharmacy in Melbourne. After graduation, Silvia and Kit stayed there for work. Meanwhile, Sook Li headed to Singapore to work in a hospital pharmacy.
“After being apart for about six years, life brought us back to Malaysia for love, and we found ourselves reunited and ready for a new chapter together,” they shared.
But how did they end up starting a toothpaste brand together?
It began as a joke
It all started as a joke during the pandemic.
“One day, we were chatting and thought, if there are perfumes for our bodies and even our hair, why not one for our mouths?” they shared.
Brushing your teeth is definitely an important routine to have, but to them, it felt too routine. They thought, why not create an oral perfume toothpaste to break the repetitiveness?
Although they laughed the idea off initially, their research showed that regular toothpastes are filled with many “questionable chemicals” that may have potential side effects in the long run.
On the flip side, 100% natural toothpastes remove a lot of ingredients, so much so that they may not be effective in preventing cavities.
“We saw an opportunity to turn our combined expertise into something meaningful,” they said. “Hence, we decided to create our own, blending natural ingredients where possible and the science of dentistry where required.”
At the same time, they wanted to introduce an element of indulgence, infusing refined flavours to suit those who love to pamper themselves with yummy scents while still enjoying the benefits of good oral care.
Coming from clinical rather than business backgrounds, though, the trio knew starting a brand wouldn’t be easy.
“So, we took a deep breath and just dove into the deep sea, ready to give Acaya our all,” they said. “It was a mix of excitement, courage, immense moral support from our loved ones, and a whole lot of love for what we’re creating that gave us the confidence to go all in.”
A three-year journey
If you’re curious about the name “Acaya,” here’s your answer. It stands for “Art of Caring for Your Ya”. Ya being the Chinese word for teeth.
“Interestingly, the modern toothbrush with a handle and bristles was invented in China. We thought it’d be fun to weave some history into our brand,” they elaborated.
It took the trio nearly three years to go from ideation and research to sourcing, testing, and finally, production.
To develop their hero toothpaste formula, the team worked closely with two R&D teams—one based locally, the other in Europe.
Their pharmacy background allowed them to analyse clinical papers and pull insights from solid, credible research. They also paid close attention to the structures and sizes of active ingredients, ensuring they matched the specifications reported in the studies they referenced.
“Every choice was intentional to make sure we weren’t just another OEM brand with a generic formulation and a different label,” they shared.
They ended up picking nano-hydroxyapatite as the active ingredient for cavity prevention, having noticed a growing number of consumers who are steering away from fluoride for various reasons.
However, many fluoride-free toothpastes lack scientifically proven alternatives that effectively prevent cavities. Thus, the pharmacists opted for a solution that could still provide oral care benefits.
“This differentiates us from some 100% natural, fluoride-free toothpaste that may lack scientifically proven ingredients for cavity prevention,” they added.
While some brands are all about being 100% natural, the Acaya team adopts a “natural where possible, science where required” approach. Their formulas are about 90% natural.
“There were times when adding an ingredient or increasing the dosage caused the formulation to fall apart, forcing us to start over. It was frustrating for everyone. At times, we even probably pushed our manufacturer to their limits for being so particular.”
Sook Li, Silvia, and Kit, co-founders of Acaya
Acaya products are proudly made in Malaysia in a GMP-certified facility. Their products are also registered with the National Pharmaceutical Regulatory Agency (NPRA), Ministry of Health Malaysia (MOH/KKM), and are halal-certified by the Department of Islamic Development Malaysia (JAKIM).
A luxury take on oral care
Wanting to go beyond the usual perception of toothpaste as either just minty or herbal, they created refined flavour blends that make brushing a more enjoyable and pampering experience—like using a luxurious body wash.
The two flavours they have currently are First Date and Summer Tales.
Although they didn’t want to be basic, there’s no doubt that toothpastes with a fresh, minty flavour have the most mass appeal.
That’s why Acaya’s toothpaste builds on that base. First Date incorporates notes of verbena, green apple, and pineapple. Meanwhile, Summer Tales has notes of citrus, cassis berry, apricot, and peach.
Aside from the flavours, the design of the packaging itself is quite elegant. Even their triangular toothbrush packaging feels very high-end.
“Our hope is that people genuinely enjoy using our beautiful toothpaste, feeling proud to pull it out anytime and letting it add a little elegance to their bathroom vanity,” they reasoned.
This mix of functionality and luxury also makes the toothpaste a gift-worthy product.
That luxury vibe seems to be reflected in the pricing of RM40 for one tube, though.
“To put pricing in perspective, each tube lasts nearly two months for regular users, costing less than three cups of café-bought coffee for an upgrade in oral wellness,” the co-founders said. “Sounds like a reasonable deal, right?”
Investing in the business
To start Acaya, the trio essentially invested their own savings. “As our parents put it, we started with ‘close to owning half a medium-sized apartment’,” they said.
Thankfully, it seems to have been a worthwhile decision.
“The positive feedback has been amazing, with many people expressing how they never imagined oral care could be this good and how proud they are of our homegrown brand,” they said.
The business is now partnering with lifestyle stores, hotels, and dental clinics across Malaysia. Nearly a year in, they’ve reached 20 touchpoints, with more on the way.
Going forward, they aim to expand their product range into a complete, functional lineup addressing every aspect of oral care. They also plan to grow across Malaysia and into neighbouring countries.
They shared, “We aim to be the go-to brand for oral care products that combine top-notch quality with a touch of luxury and self-care, making Acaya the first choice for anyone wanting to elevate their oral care ritual.”
It’s not easy to do this, though, especially as the industry is dominated by global giants. However, the trio is prepared to face struggles and rejections along the way, bolstered by the faith they have in their product and mission.
Featured Image Credit: Acaya
