Nonio Japanese Toothpaste Review

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The International Toothpaste Museum has been around since April 2008. It has been 17 years since the first toothpaste review!

Technology has come a long way since then. Google Lens is a very useful tool that rolled out about ten years ago. It has recently become very easy to use via the simple Google app on my iPhone.

Nonio toothpaste tube

Nonio comes from Japan. I have yet to learn how to read Japanese, so I was delighted to see the translation of words on the toothpaste package via Lens:

  • Born from bad breath science
  • Prevents bad breath by sterilizing causitive bacteria
  • Stain off
Below are the wrapper graphics. I love that they reflect the many cultural differences between my world and the Japanese world. Lens provided the translations on the right side.

Nonio wrapper graphics with translations



Visiting their website yielded much deeper insight into the Nonio brand. Lion is apparently pitching to a Japanese GenZ audience, focusing on health and wellness - and personal relationships!

Born from the science of bad breath, NONIO doesn't just mask it with fragrance, but uses the power of science to eliminate worries about bad breath. If you have confidence in your breathing, you will be able to express your feelings without hesitation. NONIO supports compassionate communication through bad breath care.

Nonio Clear Herb Mint has a delicious subtle mint flavor. Unlike mainstream American mint toothpastes, the taste does not knock you over the head. Instead, it gently settles into your flavor receptors and whispers, "Aaaah."

Also from the Nonio website:

Natural mint has a delicious taste that synthetic flavors (synthetic products) do not have. Even if we try to replicate the taste of natural mint as closely as possible using synthetic flavorings, it will never be able to surpass the flavor obtained from the extremely complex composition of natural ingredients.

The toothpaste is a clean fresh white with a very creamy texture.

Finally, I love how "Nonio" somehow looks like "Onion" to my semi-dyslexic eyes.

Special thanks to Jay and Braede, who brought me this tube from the Japanese archipelago of Okinawa.

And in 2018, I reviewed a Lion toothpaste for kids.

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