About the Darlie Brand

Powering Your Smile

About the Darlie Brand
ESTABLISHED SINCE THE

1930s

darlie about
darlie smile girl
darlie toothpaste
MISSON

The success of the Darlie brand lies in Hawley & Hazel’s determination to fulfil its mission – to offer top quality and innovative products and services to customers.

MISSON
BRAND PROFILE
The Hawley & Hazel Group is a reliable and trusted manufacturer of high quality oral care products, including the world-renowned Darlie brand of toothpastes and toothbrushes. Established in the 30's of the 20th century, Hawley & Hazel has enjoyed a long history as one of the respected and recognised oral care names in Asia. Darlie toothpastes and toothbrushes are a firm family favourite for generations of consumers across the region.
VISION
To be the leader in oral health care bringing healthy teeth and fresh bright smiles to families and individuals.
BRAND VALUE
Unique fresh-tasting Darlie is your trusted brand in oral health care. It stands for healthy, clean white teeth and a fresh mouth, keeping you attractive and confident wherever you are.
BRAND PIONEER

A confident smile is everywhere

Hawley & Hazel is established in Shanghai, China
Sets up manufacturing facilities in Hong Kong and Taiwan
Leads Taiwan’s oral care market
Pioneers Southeast Asia’s oral care market
Sets up national manufacturing plant in Zhongshan, Guangdong Province, China
Darlie toothpaste is one of the market leaders in China, Hong Kong, Indonesia, Singapore, Malaysia, Taiwan, Thailand and Vietnam, synonymous with clean white teeth and a confident smile everywhere.
China
Hong Kong
Taiwan
Thailand
Vietnam
Indonesia
Malaysia
Singapore
BRAND PIONEER
Asia Pacific's Top 1000

2005 - 2011
Asia Pacific's Top 1000

Brands One of the Top 100 brands
Super Brand Award Gold Award (Toothpaste Category)

1999 - 2003
Super Brand Award Gold Award (Toothpaste Category)

In Asia, Hong Kong, Malaysia, Singapore, Taiwan and Thailand
Putra Brand Awards - Silver Award in Personal Care

2016
Putra Brand Awards - Silver Award in Personal Care

Malaysia
Hong Kong: Watsons Health, Wellness and Beauty Award

2008 - 2015
Hong Kong: Watsons Health, Wellness and Beauty Award

Hong Kong

More than 30 international awards and certificates

Building on years of sustained effort, Hawley & Hazel Group have won the support of its consumers through its outstanding services and innovations. Darlie, its most popular brand, has received many international certificates and awards from a variety of sectors.

SEE FULL LIST