SPLAT is an oral-care brand best known for its toothpastes, toothbrushes, dental floss, mouthwashes, and other products for everyday dental and oral hygiene. The brand positions itself in the professional/advanced oral-care segment, emphasizing bioactive ingredients, plant-derived components, targeted formulas, and product development involving dental and scientific specialists 1.

Today, SPLAT is presented internationally through SPLAT Global, while its history is rooted in a Russian family-owned company founded in 2000. The brand has evolved from a small producer of biologically active products into a broader personal-care business with SPLAT as its flagship oral-care brand.

The company’s current international website states that SPLAT formulas are developed in Switzerland as part of SkyLab AG, with products manufactured in the European Union. Its FAQ identifies Bulgaria as the manufacturing location for SPLAT toothpaste, Italy for dental floss, and China for toothbrushes.

Foundation: 2000

SPLAT’s corporate history begins in 2000, when entrepreneurs Evgeny Demin and Elena Belous established the company initially known as Splat-Cosmetica. The company originally worked with biologically active products and cosmetics, including items associated with Spirulina platensis 2.

The name SPLAT is derived from Spirulina platensis, a species of cyanobacteria commonly referred to as spirulina. According to the brand’s current FAQ, the founders were attracted to the organism’s biological characteristics and its reputation for longevity and stability 3.

Entry into Toothpaste

The company subsequently shifted its focus toward oral care. In 2001, it launched the SPLAT Professional toothpaste line. This became the foundation of the brand’s identity: rather than positioning toothpaste simply as a basic consumer commodity, SPLAT sought to present it as a more specialized oral-health product.

In 2004, the company began toothpaste manufacturing at a rented production facility in the Moscow region 4. Over the following years, SPLAT expanded beyond conventional toothpaste into products such as oral-care foams, children’s products, and specialized formulations.

International Expansion

SPLAT subsequently expanded outside Russia. Older company materials describe exports to dozens of countries, while the current international operation presents SPLAT as a global oral-care brand rather than simply a Russian toothpaste manufacturer 5.

The corporate name SPLAT Global was adopted in 2018, reflecting the company’s broader international ambitions and portfolio.

The name is unusual compared with conventional toothpaste brands. SPLAT = Spirulina platensis, according to the company’s own explanation. Spirulina platensis is a microscopic cyanobacterium/alga that was associated with some of the company’s early products.

The brand has subsequently turned the name into more than an ingredient reference: SPLAT uses the organism as a metaphor for scientific stability, resilience, and long-term innovation.

SPLAT’s central philosophy can be summarized as: Professional-level oral care designed for everyday use.

Rather than selling one generic toothpaste, the brand develops formulas for particular oral-care concerns, including:

• Whitening
• Sensitive teeth
• Enamel strengthening
• Gum health
• Plaque control
• Fresh breath
• Children’s oral care

The company’s current international materials emphasize bioactive ingredients, enzymes, hydroxyapatite, natural extracts, and patented complexes 6. This gives SPLAT a distinct identity from mass-market toothpaste brands that primarily compete through flavor, whitening claims, celebrity marketing, or low prices.

SPLAT’s portfolio is much broader than toothpaste alone.

Toothpaste

This is the brand’s flagship category. Current SPLAT products include formulations such as:

• SPLAT Professional Active
• SPLAT Professional Biocalcium
• SPLAT Professional Sensitive
• SPLAT Professional Ultracomplex
• SPLAT Professional White Plus
• SPLAT Professional Medical Herbs
• SPLAT Professional Lavendersept
• SPLAT Special Blackwood
• SPLAT Special Extreme White

7

The products are differentiated by their intended function rather than simply by flavor. For example, Biocalcium is positioned around enamel strengthening, while Sensitive targets tooth sensitivity and White Plus/Extreme White focus on whitening.

Toothbrushes

SPLAT also produces toothbrushes, including products designed around:

• Whitening
• Sensitive teeth
• Sensitive gums
• Deep cleaning
• Children’s oral care

Dental Floss

The brand sells dental floss in different formulations and flavors, including varieties featuring mint, silver, bergamot, lime, and strawberry 8.

Mouthwash

SPLAT’s oral-care portfolio also includes mouthwashes designed for areas such as:

• Whitening
• Sensitivity
• Total oral care
• Gum health

Oral-Care Foam

One of SPLAT’s more distinctive categories is oral-care foam, designed as a portable/quick oral-refreshing product 9.

Children’s Products

SPLAT has dedicated children’s ranges, including products for toddlers and older children, together with child-oriented toothbrushes 10.

SPLAT Professional

SPLAT Professional is arguably the core identity of the company. It was introduced in 2001 and is based on the idea that consumers can obtain a more professional style of oral care at home. The company says its products are developed with dentists and specialists through its scientific center.

The line covers needs such as enamel care, sensitivity, gum health, whitening, plaque control, and fresh breath.

SPLAT Special

SPLAT Special is oriented more toward distinctive, intensive, or cosmetic-style formulations. Examples include Blackwood and Extreme White, which feature visually distinctive packaging and specialized whitening/cleaning propositions.

One of SPLAT’s most important marketing differentiators is its emphasis on active ingredients. Depending on the formula, SPLAT products may use ingredients such as:

• Hydroxyapatite
• Enzymes
• Plant extracts
• Essential oils
• Bioactive compounds
• Minerals
• Natural-origin ingredients
• Specialized/patented complexes

The company describes its international formulas as containing up to 99% ingredients of natural origin, although the exact percentage varies by product and should not be interpreted as meaning every SPLAT product is 99% natural.

The brand also offers both fluoride-containing and fluoride-free products. This is important because SPLAT is sometimes associated with fluoride-free toothpaste, but the portfolio is actually broader than that.

SPLAT places considerable emphasis on natural-origin ingredients and ethical positioning. Its current FAQ states that most SPLAT toothpastes are vegan and vegetarian-friendly, with Biocalcium identified as an exception because that formulation contains fish oil.

The company also highlights:

• Vegan-friendly formulations
• Gluten-free options
• Natural-origin ingredients
• EU manufacturing
• Environmental considerations

These characteristics help distinguish SPLAT from more traditional mass-market toothpaste brands.

There is an interesting distinction between SPLAT’s historical corporate origins and its current international presentation.

Historically, SPLAT Global developed as a Russian manufacturing company and operated production facilities in Russia. The company’s Russian website currently identifies facilities including Organic Pharmaceuticals in Okulovka, Novgorod Oblast, where products under SPLAT and other company brands are manufactured 7.

For the international SPLAT business, however, the current website states that its formulas are developed in Switzerland, while SPLAT toothpaste is manufactured in Gabrovo, Bulgaria, dental floss in Italy, and toothbrushes in China.

So it is more accurate today to describe SPLAT as a Russian-origin brand with an international corporate and manufacturing footprint, rather than simply calling it a Russian-made toothpaste.

SPLAT occupies an interesting position between mass-market toothpaste and professional/dental-care products.

Its competitive proposition is roughly:

Mass-market toothpaste → affordable, familiar, simple benefits

SPLAT → specialized formulas + active ingredients + natural-origin positioning + distinctive product design

Dental/clinical products → highly specialized professional treatment

SPLAT tries to bring some of the perceived sophistication of the third category into an everyday consumer product. The company itself describes SPLAT as professional oral care and emphasizes targeted solutions for particular oral-health needs.

SPLAT has historically stood out through unconventional toothpaste packaging. Compared with traditional toothpaste brands, SPLAT products tend to use:

• Strong visual differentiation between variants
• Unusual ingredient references
• Scientific/technical terminology
• Minimalist or premium-looking designs
• Distinctive colors
• Names such as Blackwood, Ultracomplex, Biocalcium, and Lavendersept

This makes the product shelf itself function as part of the brand’s differentiation strategy. The approach communicates “this is a specialized formula” rather than “this is simply another mint toothpaste.”

Sustainability has also become part of SPLAT’s brand positioning. SPLAT’s Asian operation, for example, describes environmental responsibility, CO₂-neutral manufacturing initiatives, and efforts to reduce the environmental impact of production. It also highlights community initiatives, including a clean-water project in Vietnam 9.

The brand therefore combines three major themes: Science + Nature + Responsibility. That combination is central to its modern marketing identity.

SPLAT has established an Asian distribution and marketing presence. Its Asian operation describes the brand as offering toothpaste, oral foam, dental floss, children’s products, toothbrushes, and mouthwash.

It also highlights Halal certification for SPLAT toothpaste, stating that the certification is recognized by JAKIM 11. This is particularly relevant for markets such as Malaysia and Indonesia, where halal status can be an important consideration for consumers.

In Malaysia, SPLAT products are also distributed through retail channels such as Watsons.

SPLAT Global is larger than the SPLAT toothpaste brand itself. The company’s wider portfolio has included brands such as:

• SPLAT
• Biomed
• Innova
• Iney
• BioMio
• JUICY Lab

This means SPLAT is best understood as the flagship oral-care brand within a broader consumer-products group, rather than the name of only a single toothpaste manufacturer.

The company was founded by Evgeny Demin and Elena Belous/Demina in 2000. Evgeny Demin subsequently became one of the principal public faces of the company and remains associated with SPLAT’s corporate leadership and philosophy.

Their original business grew from a relatively small operation into an international consumer-products company, with oral care becoming its most recognizable field.

If you reduce the brand to its key differentiators, there are about six:

① Specialized Formulas

SPLAT doesn’t treat toothpaste as a single generic product. It creates variants for sensitivity, whitening, gums, enamel, and other needs.

② Ingredient-Driven Marketing

The brand puts active ingredients and formulation technology prominently into its product story.

③ Natural-Origin Positioning

SPLAT strongly emphasizes natural-origin ingredients, plant extracts, and essential oils.

④ Professional Positioning

The word Professional is not incidental—it has been part of the brand’s identity since the launch of SPLAT Professional in 2001.

⑤ Unconventional Branding

Names such as Blackwood, Biocalcium, Ultracomplex, and Lavendersept make the portfolio noticeably different from conventional toothpaste brands.

⑥ Internationalization

Although its history is Russian, SPLAT today presents itself internationally, with Swiss-developed formulas and a multinational manufacturing/distribution network.

SPLAT can be described as a Russian-origin, internationally marketed oral-care brand that built its reputation around scientifically positioned, ingredient-focused, and specialized toothpaste.

Its story is somewhat unusual: it started in 2000 as a small Russian personal-care business, moved heavily into toothpaste in the early 2000s, developed SPLAT Professional as its signature range, and subsequently expanded into a multinational oral-care portfolio.

Today, its identity is less about being simply a “Russian toothpaste brand” and more about professional-inspired oral care, bioactive formulations, natural-origin ingredients, and targeted solutions. The international SPLAT operation now emphasizes Swiss development and EU manufacturing, while the wider SPLAT Global group retains significant roots in Russia.

1. About us – SPLAT Global
2. Splat-Cosmetica
3. SPLAT Global
4. SPLAT®品牌介紹
5. SPLAT GLOBAL: Toothpastes | Professional oral care – SPLAT Global
6. Products – SPLAT
7. Производство зубной пасты – Фабрики «Organic Pharmaceuticals» и «Сареllа» | Официальный сайт SPLAT
8. Торговая марка №156357 — СПЛАТ: владелец торгового знака и другие данные
9. World a little cleaner and greener with Russian couple’s efforts – Russia Beyond
10. Russian couple’s firm making the world a little cleaner and greener – Russia Beyond
11. Products, which have no analogues in the world