In addition to the lion king, we cannot ignore the other two aces of the Japanese professional oral care industry - SUNSTAR, the first tubular toothpaste that came out in the 50s of the last century came from SUNSTAR. Today, SUNSTAR's dental products business ranks second in Japan and seventh in the world, with annual sales of $1 billion. Its Ora2 Haole toothpaste has continuously won the sales champion in the Japanese whitening general-purpose toothpaste market, and has been supplied to star airlines and hotels such as Air France, JAL and Korean Air for a long time.
 
Positioned as a "stylish mouth" and aimed primarily at fashionable urban women between the ages of 20 and 49, the main features of Ora2 toothpaste products are obvious: whitening teeth and excellent taste. At present, Ora2 toothpaste has launched a bright white and clean color series, the products are imported from Japan, the price of 30 yuan is comparable to the Lion King Japanese series, and the appearance and design are also very similar, which is the most well-known Japanese toothpaste in the Chinese market.
 
The main whitening function of the Bright White Pure Color series toothpaste is to use silica abrasive for physical stain removal, which is similar to the cleaning principle of ordinary toothpaste, and also adds titanium dioxide to achieve a temporary visual whitening effect, which is not the actual whitening effect. In terms of other ingredients, no calcium carbonate friction agent is used, which is relatively milder than Lion's ZACT series, and the addition of sodium fluoride can effectively prevent moths, and it is a qualified basic cleaning toothpaste in general. However, due to the need to create a rich fruit flavor, the type and content of flavors and viscous agents added to Ora2 toothpaste are high, so it is not recommended for people with fragile oral mucosa for long-term use.
 
In addition to the Brightening Pure Color series, Ora2 also has a once-a-week intensive care toothpaste that contains a higher concentration of silica stain removal ingredients and an alkyl phosphate sorbent to reduce bad breath, which is suitable for those who like to smoke and have a lot of dirt on their teeth. The disadvantage is that the centralized care toothpaste is only 17g, the capacity is small, and the unit price is 70 yuan, which is not cost-effective.