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SPLAT holds the Made in Russia certificate in the reliability category.
Today, SPLAT is one of the most recognizable brands in the oral care segment, represented in over 70 markets worldwide, widely varying in regulatory and cultural requirements, although united by a common demand for effectiveness, safety, and quality.
Export built on trust
SPLAT customers in Mumbai and Düsseldorf, Türkiye and Saudi Arabia share the same values: conscious approach to health and products for themselves and their families. When people choose effective products and trust them, it means that quality products speak a universal, international language.
Market demands are taken into account in advance
A scientific and regulatory approach underpins the brand team's product strategy. When developing formulas, the requirements of most key global markets are taken into account from the outset — it is company's conscious and long-term strategy.
Each product undergoes clinical and in vitro studies. All packaging claims are verified by an independent third party. This approach provides a competitive advantage during international expansion and significantly speeds up product registration.
In each country, SPLAT works with local assessors — experts who possess the necessary accreditations and in-depth knowledge of local legislation.
Strategy confirmed by results
SPLAT is the first flagship brand of SPLAT Global, which also owns other brands, including BIOMED oral care brand (also represented on the global market).
The company uses a dual-channel sales strategy—online and offline retail. In Türkiye, these are drugstores, supermarkets, and pharmacy chains; in the UAE –Spinneys and Waitrose premium retail chains; and in China – marketplaces like Tmall and JD, and the HEMA and Ole retail chains.
In Türkiye, in 12 years of presence, SPLAT White Plus toothpaste has become a top seller in the country's largest drugstore chain. Company's portfolio here includes over 40 SKUs.
The company has been officially present in China for over 10 years, and it has sold over 10 million units. In 2025, it launched a digital enamel tone scanning app and a separate line of BIOMED products developed specifically for Chinese consumers.
When entering new markets, SPLAT Global approaches the largest and most commercially significant cities. In Saudi Arabia, these centers are Riyadh, Jeddah, and Dammam. Products are available in the country's leading pharmacy chains, including Al Dawaa, and are also available on Amazon, Noon, and Snapstore.
One brand – different cultural codes
SPLAT Global places particular emphasis on customizing its product, product mix, and communications to the specific needs of specific markets.
"In Türkiye, communications were divided by channel: for dentists and pharmacists, the professional language of clinical research and evidence-based medicine was used, while for the young beauty market, the emphasis was on emotions, aesthetics, and the whitening effect. Key SPLAT SKUs were selected for promotion: White Plus and Blackwood. For Blackwood: 'The blacker, the whiter' slogan was chosen. Contrast of black toothpaste for a snow-white smile is very memorable," Azat Bariyev, Director of Business Development for the MENA region, SPLAT Global.
In China, the company launched a separate line, BIOMED, which combines developments from the SPLAT Global research center with unusual form factors (glossy, iridescent bottles in metallic shades, whitening powder instead of tooth powder), which are fueling consumer interest.
"In Saudi Arabia, the communications strategy is built primarily on digital channels, including Snapchat and Snapstore. Dr. Lemira Diana Chehab, the owner of a dental clinic and practicing implantologist, has become the brand ambassador. Interestingly, one of the target audiences in Saudi Arabia is men, who traditionally make regular purchases for the whole family. Muslim traditions are strong in the country, and offline shopping is not typical for women," Veronika Adayeva, Deputy Director of Business Development for Europe and the Gulf, SPLAT Global.
Made in Russia as an acceleration factor
"Participation in Made in Russia program is not just about origin, but about trust. It strengthens a company's reputation in international markets and confirms its high level of responsibility, quality, and transparency," Azat Bariyev, Director of Business Development for the MENA region, SPLAT Global.
In 2025, the company participated in three Made in Russia fairs in China (Shenyang, Beijing, and Harbin). The events resulted in over 20 B2B negotiations.
SPLAT Global continues its active international expansion: in 2025, the company entered the Saudi Arabian and Kenyan markets, is actively preparing to enter the Brazilian market, and is exploring new countries in Africa, as well as major marketplaces in priority regions.
The oral care market is transforming: while toothpaste remains dominant, growth is shifting toward mouthwashes, electric toothbrushes, and innovative formats. Meanwhile, evidence-based expertise, transparency, and a sustainable business model remain key drivers of trust—the principles upon which SPLAT Global builds its international strategy.
