The family oral care brand THE TWELVE announced that it has officially entered “Pyeonhanga Healthcare Mart,” an expert-curated wellness select shop newly launched by the healthcare platform Pyeonhanga, accelerating its expansion into the wellness market.
“Pyeonhanga Healthcare Mart” goes beyond a simple product retail channel; it is a curated platform where only brands that have been comprehensively evaluated by a panel of experts—across ingredients, functionality, brand philosophy, and sustainability—are selected for entry. It differentiates itself from conventional commerce by positioning itself as a “solution-oriented select shop” that addresses consumers’ concerns across health and lifestyle.
Through this partnership, THE TWELVE will participate as a key brand within the oral care category and plans to expand its consumer touchpoints by going beyond simple product supply to propose a new standard of “habit-based oral care.”
THE TWELVE is a family oral care brand that originated from a parent’s concern—“I want to create truly good products for my child.” Going beyond product functionality, the brand focuses on designing everyday oral care habits. In particular, it was the first in Korea to propose the standard of “the 1st of every month as toothbrush replacement day,” helping consumers build a clearer and more actionable oral care routine.
While the conventional oral care market has focused on function-driven product competition, THE TWELVE has strengthened a lifestyle-oriented approach by setting clear standards for “when and how to care.” Through this, the brand helps naturally establish family-wide oral care routines that extend from children to parents, while its concept of “habit design” is emerging as a new benchmark across the overall consumer experience.
In addition, THE TWELVE offers oral care solutions across the entire lifecycle through a product lineup that spans infants, kids, and adults. Beyond simply consuming products, its brand structure—designed to help consumers consistently maintain proper oral care habits—is also recognized as a key point of differentiation.
This entry into “Pyeonhanga Healthcare Mart” aligns closely with the brand’s direction. Given the platform’s nature of showcasing only expert-curated brands, it enables the delivery of a more trustworthy product experience to consumers. At the same time, THE TWELVE is expected to expand its touchpoints with target customers who have clear needs regarding oral health.
A representative from THE TWELVE stated, “We find it very meaningful to have become a partner of ‘Pyeonhanga Healthcare Mart’ after passing its rigorous expert selection process.” They added, “Through this entry, we plan to further strengthen our brand credibility while expanding awareness of oral care habits and delivering the right standards of oral care to more customers.”
They added, “Going forward, THE TWELVE will continue to expand beyond being a simple oral care product brand, evolving into a brand that promotes a healthy lifestyle for the whole family.”
Meanwhile, THE TWELVE has been strengthening its brand presence in the domestic market by promoting the new oral care standard of “replacing your toothbrush on the 1st of every month,” while continuing to expand customer touchpoints through both online and offline channels.
[The Woodland]
Source: The Woodland (https://thewoodland.co.kr )