A Sustainable Smile: SODOWE, Vegan Oral Care for the Planet

The "vegan" trend is rapidly growing across the beauty and healthcare sectors. Brands that prioritize eco-friendly ingredients and sustainable production methods while avoiding animal-derived ingredients and animal testing are attracting significant consumer interest. Practicing veganism is no longer seen as unusual; it has become a natural progression toward a healthy and ethical lifestyle. This shift is clearly visible in the oral care market as well.

Today, we're sharing the story of SODOWE, a brand leading the vegan trend in oral care. SODOWE embodies coexistence with nature, animal welfare, and a healthy lifestyle. Operating under the philosophy "for the Earth and all life living on it," SODOWE is committed to using exclusively vegan ingredients, never testing on animals, and focusing on natural, earth-derived components. In this CEO interview, we'll learn firsthand how SODOWE is setting new standards in the vegan oral care market and discover the brand's vision for the future.

1. What inspired the creation of the SODOWE brand, and what’s the story behind its launch?

SODOWE was born from a genuine desire to create products people could truly trust. My co-CEO, Sangwoo Lee, has been a pescatarian for over ten years and has cared for more than twelve stray cats and dogs, making coexistence with animals a core value in his life. As for me, I've had extremely sensitive skin since developing severe atopic dermatitis at just 100 days old. These experiences led us to meticulously study and carefully select product ingredients. With this background, we committed ourselves to creating genuinely safe and sustainable products. After two years of research and development, we launched SODOWE in 2020 with Korea’s first 100% vegan oil-pulling toothpaste on Wadiz.

2. What does the brand name “SODOWE” signify?

The name “SODOWE” comes from the question, “Care about ( )?” The blank can be filled with values we all care about, such as veganism, the environment, health, or lifestyle. Through this name, we wanted to convey a message of solidarity—that we share the same thoughts and concerns as our consumers.

3. As a vegan brand, what's your most important principle, and what do you think sets SODOWE apart?

At SODOWE, we believe veganism is an attitude toward life—one where humans, animals, and the environment coexist in harmony. Rather than limiting veganism to just plant-based diets or recycling, we focus on making consistent, mindful choices in our daily lives. We encourage people to start with small, practical steps, instead of feeling pressured to be perfect from the outset. SODOWE aims to make these “small actions” easy and accessible, which we see as the true standard of a vegan brand and our key differentiator.

4. What is oil pulling, and how did you decide to incorporate it into various SODOWE products?

Oil pulling is a natural healing practice from ancient Ayurveda, involving swishing plant-based oils in the mouth to remove harmful bacteria and promote oral health. We modernized and expanded this concept, applying it to products for the mouth, skin, scalp, and body. Our focus was on safely and gently delivering the purifying and protective benefits of plant oils, creating formulas that are both effective and pleasant to use.

5. What is sulfur, and why did you choose to feature it in your products?

Sulfur is a natural mineral long used to soothe troubled skin, provide antibacterial benefits, and aid in exfoliation. At SODOWE, we incorporated sulfur into a gentle, vegan formula for daily use, even on sensitive skin. My own experience with severe atopic dermatitis and the calming effect of a sulfur hot spring inspired me to study sulfur more deeply and develop products that could genuinely help others with similar concerns. Our sulfur line is carefully formulated for skin-soothing, barrier recovery, and a pleasant user experience.

For summer, we recommend our Sulfur Pads, which gently soothe and rebalance skin sensitive from excess sebum, sweat, and sun. They’re ideal for daily summer skincare. Our Hair Vinegar is also popular for removing scalp residue and balancing pH, helping to address scalp odor and maintain a healthy scalp during the hot months.

6. Could you share any particularly memorable feedback or reactions from customers who have used SODOWE products?

One customer shared that after using our oil-pulling toothpaste, their night-time dry mouth and morning breath improved. Another said our sulfur pads soothed their mask-related skin troubles and smoothed their skin texture. Many customers also expressed that SODOWE’s message—“You’re not alone”—made them feel encouraged and supported in their vegan journey, especially those who had felt “different” for practicing veganism.

The SODOWE mouthwash & toothpaste that were introduced in Stray Kids Felix’s 'WHAT'S IN MY BAG' YouTube video. (1m54s~)

SODOWE modernizes the benefits of natural ingredients such as oil pulling and sulfur, applying them to a variety of products. They have developed gentle formulas that are safe even for sensitive skin. Customers have expressed high satisfaction with improvements in oral health, soothing effects on the skin, and the brand’s sincere message.

7. What do you think sets SODOWE apart on curated platforms like Slow Recipe? Have you noticed any changes in consumer response since joining?

SODOWE stands out because we honestly explain why we use certain ingredients and production methods, not just claim to make “good products.” Since joining Slow Recipe, we’ve received feedback like, “I trusted the brand after reading your story,” and, “The user experience was excellent.” Repeat purchases have steadily increased. Our greatest strength is connecting with customers who seek meaningful, value-driven consumption.

8. What message do you want to convey to customers through the SODOWE brand and products?

We want to inspire and support those making value-driven choices, not just simple purchases. Our commitment to transparency—explaining our ingredient and production choices—has resonated with customers, as reflected in their feedback and our growing repurchase rate.

SODOWE stands out by transparently sharing its ingredients and production processes, building deep connections with customers who value conscious consumption. This honesty and sincerity have led to strong trust and high repurchase rates.

9. Interest in vegan products is growing worldwide. How do you view this trend, and what do you believe is SODOWE’s significance and role in the vegan market?

The word “vegan” is everywhere, but genuine and marketing-driven vegan products are often mixed. We strive to go beyond certification, continuously communicating why we choose veganism and what it means. We want veganism to feel approachable—like choosing a tumbler over a disposable cup—helping people take small first steps. While vegan and organic products are still seen as expensive, we believe it’s important to recognize these choices as part of a collective journey. SODOWE aims to spread the message that “we’re doing it together” and play a vital role in this movement.

10. What are SODOWE’s future goals in the vegan beauty market, and are there any new plans you can share?

Though we began with oral care, we are expanding into functional vegan products for sensitive skin, including skincare and body care. We’re preparing for global expansion, especially in Japan, Hong Kong, and Southeast Asia. Ultimately, we hope more people experience positive changes through SODOWE—like saying, “I’ve changed,” or, “Now I want to use products like this.”

SODOWE is a brand that helps make veganism easily approachable through small actions in everyday life. We plan to expand our range of vegan products to include skincare, body care, and more, and aim to help more people experience positive change by entering the global market.

🌱 Have you ever switched to vegan or eco-friendly products, or do you have a favorite you can’t live without?
We’d love to hear your story! Share your personal experience or the reason you choose vegan or eco-friendly products in the comments below by May 31 .

As a thank you, we’ll be giving away a full-size (280ml) SODOWE Mouthwash to 10 lucky winners, selected by random draw!

✨ Whether you’re passionate about sustainability, curious about trying greener options, or simply love discovering new products, this is your chance to join the conversation and maybe even win a fantastic gift.

Don’t miss out—leave your comment and join our eco-friendly community today!
We can’t wait to read your stories and share the love for better choices. Good luck!