Describe your product in 3 words.
Uncompromising. Delish. Friendly
How did you come up with the idea for this product?
Walking down the toothpaste aisle I saw products that talked about killing and fighting, that had images of extracted teeth, ingredients that didn’t make me smile, and that had unappealing flavors and came in ugly, crinkly tubes. I have a history with transformational, natural, gorgeous brands like Method and eos, and I thought, let’s bring efficacy, natural ingredients, delicious flavors, gorgeous design and some fun and personality to the oral care category!
What makes your product special?
Thoughtfulness! We tried to make the best tasting, best performing, most natural pastes we could, and make them in the friendliest way possible. Our pastes are vegan, never tested on animals, made in the USA in BPA-free custom tubes that don’t get crinkly, and they’re free from triclosan (go ahead, look it up), microbeads, dyes, artificial sweeteners and peroxide. Wow that’s a long sentence! We use xylitol from non-GMO corn and sustainably sourced stevia, and our boxes are made with FSC-certified paper and printed with soy inks. Oh yeah, and they taste insanely awesome because anything that goes in your mouth should be as natural as possible, and taste insanely awesome, right?
What has been the best part of your startup experience?
Working with a small, wildly passionate team. The oral care category is a daily-use beast, and it’s been dominated by the brands my grandparents and parents used (and I saw how their teeth turned out). I was lucky enough to find passionate folks who felt the same way I did—that we could make an everyday wellness product that embraced a more modern set of ideals and sensibilities, and working with them nonstop to crack the code on how to elevate the everyday has been the greatest experience I’ve ever had.