Worried About Your Child’s First Toothbrush? Dong-A Pharmaceutical Launches Jordan’s ‘Happy Smile,’ No. 1 for Five Straight Years
Jordan children’s toothbrush ranked No. 1 in market share for five consecutive years
Dong-A Pharmaceutical, led by CEO and President Baek Sang-hwan, said on June 30 that it is strengthening its market leadership by launching a new product, ‘Happy Smile,’ from ‘Jordan,’ which has held the No. 1 market share in South Korea’s children’s toothbrush market for five straight years. According to data from market research firm Nielsen Korea, Jordan has recorded the highest market share in the online and offline children’s toothbrush category for five years, from December 2020 to December 2025.
Happy Smile lineup by age group
The new ‘Happy Smile’ series is divided into two age-based products: Happy Smile 1 for children aged 1 to 5 and Happy Smile 2 for children aged 6 and older. It combines Jordan’s oral care technology with an ergonomic design and a toothpaste usage guide.
Available in six colors with a name-tag design
The Happy Smile toothbrush comes in six colors, allowing children to choose their own toothbrush color. It is also designed so that a name tag can be attached to the handle, making personalized use possible.
Sales channels and brand background
The new ‘Jordan Happy Smile’ toothbrush is available at Dong-A Pharmaceutical’s official Naver store and on Coupang. Jordan is a brand that began in Oslo, Norway, in 1837 and has developed oral care products based on scientific research from Northern Europe. Dong-A Pharmaceutical has handled its distribution in South Korea since 2010.
Who: Dong-A Pharmaceutical (CEO and President Baek Sang-hwan) / Jordan
When: Officially announced on June 30, 2026
Where: Dong-A Pharmaceutical’s official Naver store, Coupang
What: Launched the new children’s toothbrush ‘Happy Smile’ and expanded the Jordan children’s toothbrush lineup; according to Nielsen Korea data, it has ranked No. 1 in the online and offline children’s toothbrush category for five consecutive years from December 2020 to December 2025
How: Segmented by age group (Happy Smile 1 for ages 1 to 5, Happy Smile 2 for ages 6 and older), equipped with an ergonomic design and a toothpaste usage guide, offered in six colors, and designed with a name-tag attachment on the handle
Why: To strengthen leadership in the children’s toothbrush market and solidify its position in the market
Q1. Which children’s toothbrush is recommended by age group?
The Happy Smile series is divided into Happy Smile 1 for children aged 1 to 5 and Happy Smile 2 for children aged 6 and older. With its ergonomic design and toothpaste usage guide, it is tailored to oral care needs by age.
Q2. Which brand has maintained the No. 1 market share in South Korea’s children’s toothbrush market for five consecutive years?
According to Nielsen Korea data, Jordan has recorded the highest market share in the online and offline children’s toothbrush category for five years, from December 2020 to December 2025. Dong-A Pharmaceutical has handled domestic distribution since 2010.
Q3. Which personalized children’s toothbrush can a child choose directly?
The Jordan Happy Smile toothbrush comes in six colors, allowing children to choose their own toothbrush color. It is designed so that a name tag can be attached to the handle, enabling personalized use, and it is available at Dong-A Pharmaceutical’s official Naver store and on Coupang.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
