Walk into the dental-care aisle of an Olive Young in Korea and one toothpaste brand immediately looks different.
Instead of the usual white-and-blue pharmacy packaging, you see metallic beige, burgundy, blue, green and black tubes that look almost more like skincare than toothpaste.
That brand is Vussen (뷰센).
But the packaging is only half the story.
Vussen is a Korean premium oral-care brand developed by Osstem Pharma, a company with a strong background in professional dental care.
What makes Vussen particularly interesting is how it combines dental science, specialized ingredients and K-beauty-style product design.
The brand is best known for its whitening system, which offers different hydrogen peroxide concentrations depending on the level of whitening care a consumer wants. It also makes specialized toothpastes for cavities, sensitive teeth, gum care and bad breath.
In other words, Vussen does not treat toothpaste as a one-size-fits-all product.
It treats oral care more like skincare: identify your concern first, then choose the right solution.
What Is Vussen?
Vussen began building its whitening toothpaste lineup in Korea in 2017. From the beginning, the concept was different from simply launching another “whitening toothpaste.” Instead, Vussen created a step-based whitening system around different concentrations of hydrogen peroxide.
Its whitening range developed around products including Vussen 7, Vussen 15, Vussen 28 and later Vussen 30. The brand then expanded beyond whitening into specialized formulas for sensitivity, cavities, gums and bad breath.
Vussen is developed under Osstem Pharma, whose Oral Health Research Institute operates R&D and manufacturing systems focused on oral-care products. The company has also obtained ISO 22716 certification and received the 2018 iF Design Award in the Packaging discipline.
Vussen H and Vussen 7 have also completed notification through Europe’s Cosmetic Product Notification Portal, commonly known as CPNP.
The easiest way to understand Vussen is this:
Vussen takes the functional segmentation of professional dental care and packages it like a modern Korean beauty brand.
You do not simply choose between whitening and non-whitening toothpaste. You choose the type and intensity of care that fits your teeth.
Vussen 7, 15, 28 and 30: Whitening Levels Explained
The whitening system is what separates Vussen most clearly from conventional toothpaste brands.
Vussen offers several whitening levels based on hydrogen peroxide concentration.
Vussen 7 — 0.75% Hydrogen Peroxide
Vussen 7 is the entry point into the brand’s whitening system.
It contains 0.75% hydrogen peroxide and is positioned as a more approachable option for consumers who want whitening care without immediately moving to the brand’s stronger formulas.
It also has a green citrus mint flavor and is designed to help maintain brighter-looking teeth.
Vussen 15 — 1.5% Hydrogen Peroxide
Vussen 15 doubles the hydrogen peroxide concentration of Vussen 7.
With 1.5% hydrogen peroxide, it provides an intermediate option between daily whitening care and the brand’s more intensive whitening products.
Vussen 28 — 2.8% Hydrogen Peroxide
Vussen 28 contains 2.8% hydrogen peroxide.
It has become one of the brand’s best-known products and is particularly visible at Olive Young in Korea.
The formula contains approximately 3.5 times the whitening ingredient concentration of Vussen 7 and is positioned for consumers looking for stronger stain-removal care.
Vussen 28 has also received recognition at the Olive Young Awards for two consecutive years.
Vussen 30 — 3.0% Hydrogen Peroxide
Vussen 30 is currently the strongest product in Vussen’s numbered whitening range.
It contains 3.0% hydrogen peroxide and is positioned as a more intensive whitening option. The important point is not simply that Vussen offers a strong whitening toothpaste.
It is that consumers can choose between 0.75%, 1.5%, 2.8% and 3.0% depending on the level of whitening care they are looking for. That step-by-step system is central to Vussen’s brand identity.
Does Vussen Whitening Toothpaste Actually Work?
This is where Vussen becomes more interesting than many design-focused toothpaste brands.
According to Osstem Pharma’s product materials, Vussen 30 completed a clinical trial conducted by a university school of dentistry.
The test reported that teeth became visibly brighter after approximately four weeks of use and continued to show whitening improvement during the 12-week evaluation period.
The clinical assessment group also reported high satisfaction levels across areas including:
- Tooth whitening
- Bad-breath removal
- Recommendation intention
- Purchase intention
Reported satisfaction scores ranged between 95% and 100% across these categories.
Of course, that does not mean every consumer will experience exactly the same result.
Whitening results can vary depending on the type of discoloration, coffee or tea consumption, smoking, oral-care habits, sensitivity and the condition of the teeth.
There is also an important difference between removing external stains and changing intrinsic tooth discoloration.
But Vussen is not relying only on premium packaging or general whitening claims.
Its hero whitening products are supported by product-specific clinical testing.
Vussen Is More Than Whitening Toothpaste
Whitening may attract the most attention, but Vussen has gradually developed into a broader functional oral-care system.
Vussen S — Sensitive Care
Vussen S is designed for people concerned about tooth sensitivity.
The formula contains 19% tricalcium phosphate.
According to the brand, tricalcium phosphate helps fill dentinal tubules and protect the surface of the teeth from external stimulation.
The formula also contains ingredients such as xylitol and sage extract.
This makes Vussen S one of the clearer examples of Vussen approaching toothpaste as a targeted functional product rather than simply a cleaning product.
Vussen C — Cavity Care
Vussen C focuses on cavity prevention.
It contains 1,450 ppm fluoride, putting fluoride rather than whitening at the center of the formula.
Fluoride helps strengthen tooth enamel and increase resistance against acid-related demineralization.
Vussen C is therefore particularly relevant for consumers whose main priority is everyday cavity protection rather than whitening.
Osstem Pharma has continued to expand this product, including larger Vussen C packages designed around nighttime oral-care routines.
Vussen G — Gum Care
Vussen G is formulated around gum care and contains Centella Asiatica extract.
If you follow Korean skincare, that ingredient will probably sound familiar.
Centella Asiatica is widely used in Korean skincare products, but Vussen applies it in a completely different category.
The product is positioned to help relieve gum inflammation and also carries antibacterial claims against bacteria associated with gum disease.
It is an interesting example of how familiar K-beauty ingredient language can cross into Korean oral care.
Vussen O — Breath Care
Vussen O focuses primarily on bad breath.
The formula contains zinc acetate and is designed to help manage odors associated with volatile sulfur compounds, or VSCs.
Again, the idea is simple:
Instead of making one toothpaste claim to solve everything, Vussen creates a specific formula around a specific oral-care concern.
Vussen H — Everyday Premium Care
Vussen H sits closer to an everyday premium toothpaste.
It contains pyridoxine hydrochloride and is positioned around periodontal care, maintaining healthy teeth and daily oral hygiene.
For consumers who do not necessarily need an intensive whitening or sensitivity-focused formula, Vussen H serves as a broader everyday option.
Why Did Vussen Become Popular in Korea?
One reason Vussen is worth watching is that its growth has not depended on just one retail channel. It has expanded through health and beauty stores, supermarkets, department stores, home shopping and e-commerce.
Early in its development, Vussen launched through Kakao Makers and recorded a sellout of approximately 8,000 toothpastes. The brand later sold approximately 2,500 toothpaste sets through Hyundai Home Shopping.
It also expanded into E-Mart and has reached more than 100 E-Mart locations. Vussen and Osstem Pharma have additionally operated pop-up stores at major Korean retail destinations including The Hyundai Seoul and Shinsegae Department Store Centum City. But one of the most important channels for the brand has been Olive Young.
Why Olive Young Matters for Vussen
Olive Young is no longer simply a Korean beauty retailer. For many international consumers, it has become one of the most influential discovery platforms for Korean skincare, cosmetics, wellness products and increasingly oral care.
Vussen 28 ranked highly in the 2024 Olive Young Awards and went on to receive Olive Young Awards recognition again in 2025. That gave the product two consecutive years of recognition..
This matters because it places Vussen in a retail environment where consumers are accustomed to choosing products based on ingredients, specific concerns and functional benefits. That behavior is already normal in skincare.
Vussen is bringing a similar purchasing logic to toothpaste.
How Many Vussen Toothpastes Have Been Sold?
You may see the number 25 million units associated with Vussen. There is an important detail behind that figure. The figure refers to cumulative sales of Osstem Pharma’s functional toothpaste portfolio, including both Vussen and Osstem branded products, rather than Vussen alone.
By the end of 2025, cumulative sales of the portfolio since 2017 had exceeded approximately 25 million units. What is arguably more interesting is the speed of recent growth.Around 10 million of those units were sold during the most recent two-year period.
That represents approximately 40% of cumulative volume within a relatively short period. So the key story is not only the total number. It is that consumer demand for Osstem Pharma’s functional oral-care products appears to have accelerated significantly.
Vussen vs Marvis vs Colgate: What Is the Difference?
Vussen is easier to understand when compared with two internationally recognizable toothpaste brands: Marvis and Colgate. All three sell toothpaste, but they approach the category very differently.
Vussen vs Marvis
Marvis has helped turn toothpaste into a lifestyle product. The Italian brand is known for its distinctive apothecary-style packaging and unusual flavor combinations, including options such as jasmine, ginger and cinnamon mint.
For many consumers, buying Marvis is as much about the experience of brushing your teeth as it is about basic oral hygiene. Its packaging looks good in a bathroom, the flavors feel different from conventional toothpaste, and the brand has built a strong premium lifestyle identity around those characteristics.
Vussen also uses premium packaging, but its product philosophy is noticeably different. Vussen puts much more emphasis on choosing toothpaste according to a specific oral-care concern. A consumer can choose between different whitening intensities, sensitive-teeth care, cavity care, gum care or breath care.
So while Marvis can be understood primarily as a design- and experience-led premium toothpaste brand, Vussen is closer to a function- and solution-led premium oral-care brand.
For consumers who primarily value flavor, packaging and the emotional experience of a premium toothpaste, Marvis may be more appealing. For consumers who want to select a toothpaste based on a specific function or ingredient concentration, Vussen offers a clearer system.
Vussen vs Colgate
Colgate sits at almost the opposite end of the market. It is one of the world’s most widely recognized oral-care brands and offers an enormous range of toothpastes for cavities, sensitivity, gum health, whitening and everyday family use. Its greatest strength is scale.
Colgate products are widely available, competitively priced and familiar to consumers around the world. Importantly, hydrogen peroxide whitening is not unique to Vussen. Colgate’s Optic White line also includes products that use hydrogen peroxide, and some formulas sold in selected markets contain hydrogen peroxide concentrations around 3%.
The difference lies more in how the two brands organize the consumer experience. Colgate operates as a broad global oral-care platform with products covering almost every mainstream consumer need. Vussen is considerably more focused. In particular, Vussen has built its whitening story around a clearly numbered progression:
Vussen 7 → Vussen 15 → Vussen 28 → Vussen 30.
Consumers can immediately understand that the numbers represent different whitening intensities. This makes the range feel closer to a skincare routine or treatment system than a conventional supermarket toothpaste lineup.
So Where Does Vussen Sit Between Marvis and Colgate?
Vussen occupies an interesting space between the two brands.
Marvis makes toothpaste feel fashionable. Colgate makes toothpaste accessible and universal. Vussen makes toothpaste feel specialized and personal.
It combines some of the visual appeal associated with premium lifestyle brands with the functional segmentation more commonly associated with professional oral care.
That combination may ultimately be Vussen’s most distinctive position. It is premium, but not purely about luxury. It is clinical, but does not look like a traditional pharmacy product. And it is functional, but presented in a way that feels familiar to consumers who already understand K-beauty.
The Osstem Pharma Connection Matters
Vussen is not an independent beauty startup that suddenly decided to make toothpaste. The brand comes from Osstem Pharma, a company within the broader Osstem dental ecosystem.
Osstem is best known internationally through Osstem Implant, one of largest leading dental implant companies worldwide. This connection gives Vussen a different starting point from many premium lifestyle toothpaste brands.
Osstem Pharma operates an Oral Health Research Institute focused on research, product development, technological innovation and quality management. Its oral-care manufacturing systems have also obtained ISO 22716 certification.
Osstem Pharma later integrated its oral-care operations through the merger with Osstem Oral Care, allowing research, product development and commercialization to operate within a more unified structure.
That dental heritage is important to Vussen’s positioning. The brand is not trying to compete only through attractive packaging. It wants consumers to associate the products with professional dental knowledge translated into everyday consumer oral care.
Vussen’s Global Expansion
Vussen’s international business is still less mature than its domestic Korean presence, but the brand has already taken several steps overseas. The company initially expanded through exports to multiple countries.
Selected products including Vussen H and Vussen 7 have also completed notification through Europe’s Cosmetic Product Notification Portal.
Japan has become another important market. Vussen products have entered Japanese retail and e-commerce channels, giving the brand access to consumers beyond Korean tourists shopping at Olive Young.
At the same time, overseas consumers should understand that oral-care regulations vary considerably by country. This is especially important for hydrogen peroxide whitening products.
Vussen 28 and Vussen 30: Hydrogen Peroxide Limits
This is an important question for international consumers and distributors. Products sold in Korea cannot automatically be assumed to have the same regulatory status in Europe.
Unlike in Korea, Europe and Japan restrict the sale of toothpaste containing 1% or more hydrogen peroxide. Because of these regulations, Vussen’s higher-concentration whitening products — Vussen 15, Vussen 28 and Vussen 30 — are not officially imported into these markets.
Instead, the official lineup focuses on products that either contain no hydrogen peroxide or stay below the 1% threshold, including Vussen S, Vussen H, Vussen C, Vussen G and Vussen O.
So if you visit a Vussen retailer in Europe or Japan, you may see a very different selection from an Olive Young store in Korea. The international range focuses more on lower-concentration whitening, cavity care, gum care and everyday functional oral care.
Product formulas, labels and regulatory status should always be checked according to the country where the product is being sold.
Why Vussen Feels Like “K-Beauty for Teeth”
Perhaps the easiest way to understand Vussen is to look at what Korean beauty did to skincare. K-beauty taught consumers to stop thinking about skincare as one generic moisturizer. Instead, products became increasingly segmented according to various skin concerns such as Hydration, Skin barrier, Pigmentation, Pores, Acne, Soothing, Elasticity and Exfoliation.
Consumers learned to identify a problem first and then select an ingredient or product designed for that problem. Vussen applies a very similar logic to oral care.
- Do you want whitening?
- How much whitening?
- Are your teeth sensitive?
- Are cavities your priority?
- Are you worried about your gums?
- Is bad breath your main concern?
Vussen converts those questions into different products. That may sound simple, but it changes the way consumers shop for toothpaste. Instead of asking:
“Which toothpaste should I buy?” Vussen encourages consumers to ask:
“What does my oral-care routine need?” That is a very K-beauty way of thinking.
Frequently Asked Questions About Vussen
Is Vussen a Korean toothpaste brand?
Yes. Vussen is a Korean premium oral-care brand developed by Osstem Pharma.
The company has a strong connection to Korea’s professional dental industry through the broader Osstem group.
What is Vussen best known for?
Vussen is best known for its step-based whitening toothpaste system. Its main whitening products use different hydrogen peroxide concentrations, ranging from Vussen 7 at 0.75% to Vussen 30 at 3.0%.
What is the difference between Vussen 7, Vussen 15, Vussen 28 and Vussen 30?
The most important difference is the concentration of hydrogen peroxide:
- Vussen 7: 0.75%
- Vussen 15: 1.5%
- Vussen 28: 2.8%
- Vussen 30: 3.0%
The lineup allows consumers to select different levels of whitening intensity.
Which Vussen toothpaste contains 1,450 ppm fluoride?
Vussen C contains 1,450 ppm fluoride. It is primarily positioned as the brand’s cavity-care toothpaste rather than a whitening-focused product.
Which Vussen toothpaste is for sensitive teeth?
Vussen S is the brand’s sensitive-care toothpaste. It contains 19% tricalcium phosphate and is designed to help protect sensitive teeth from external stimulation.
Which Vussen toothpaste is for gums?
Vussen G is designed around gum care. The formula contains Centella Asiatica extract and is positioned to support gum health.
Is Vussen 28 popular in Korea?
Yes. Vussen 28 has become one of Vussen’s signature products and received recognition through the Olive Young Awards for two consecutive years.
Its visibility at Olive Young has also helped introduce Vussen to international consumers visiting Korea.
Is Vussen better than Marvis?
They focus on different things. Marvis is particularly strong in premium packaging, distinctive flavors and the overall sensory experience of brushing.
Vussen focuses more heavily on functional oral-care concerns and ingredient-based product segmentation. If design and unusual flavors are the priority, Marvis may be more appealing.
If targeted care such as whitening intensity, sensitivity, cavities or gum care is more important, Vussen offers a more structured range.
Is Vussen better than Colgate Optic White?
There is no universal answer. Colgate Optic White is part of a large global whitening portfolio and also offers hydrogen peroxide-based formulas.
Vussen’s main point of difference is its clearly structured whitening progression from Vussen 7 to Vussen 30, combined with its broader Korean premium oral-care positioning.
Can I buy Vussen outside Korea?
Yes, Vussen is expanding internationally. However, availability differs significantly by country and some products may have different formulas or regulatory classifications depending on the market.
Related Reading
- Olive Young 101: A Foreigner’s Guide to Korea’s Biggest Beauty Store
- Ready Young Pharmacy Korea Guide: Seoul’s New K-Beauty Shopping Spot
- Sungboon Editor Review: The K-Beauty Brand That Turned “Fine Ingredient” Into a Cult Movement
- Mixsoon Review: The Single-Ingredient K-Beauty Brand Behind Bean Essence
Final Word: Why Vussen Is a K-Beauty Brand Worth Watching
Vussen is one of the more interesting examples of what happens when K-beauty thinking moves beyond skincare.
The brand takes something most people traditionally buy almost automatically — toothpaste — and turns it into a more deliberate decision based on whitening intensity, sensitivity, cavities, gum care and breath care.
Its professional foundation comes from Osstem Pharma’s oral-health R&D background. Its visual identity feels closer to a premium Korean beauty product. And its success across Olive Young, E-Mart, home shopping and online channels suggests that Korean consumers understand the proposition.
Most importantly, Vussen is helping change the question consumers ask about toothpaste. Instead of simply choosing a familiar brand, consumers are encouraged to choose according to their specific oral-care concern.
If Marvis helped make toothpaste fashionable and Colgate helped make modern toothpaste universal, Vussen is trying to make toothpaste personal.
And that may be the best explanation for why this Korean oral-care brand is worth watching.
This Vussen toothpaste guide evaluates the brand by ingredient positioning, whitening levels, fluoride and hydrogen peroxide claims, Korean retail context, and comparison with major oral-care brands. Tooth sensitivity, whitening tolerance, and ingredient regulations vary by person and country, so check local rules and consult a dental professional if needed.