Our research into the toothpaste market revealed a consistent complaint: texture. Many people were put off by the gritty feel of their toothpaste, which left them feeling like they’ve eaten a mouthful of sand.

Our Goal: Silky Smooth

We set our sights on achieving a toothpaste texture that could be described in two words: silky smooth. We believed that by focusing on creating a more pleasant texture, we could significantly enhance the toothpaste-using experience.

Our SmoothCare™️ Technology

To achieve our goal, we collaborated with top dental formulators in the UK and went through numerous iterations of our product. This process led to the creation of SmoothCare™️ technology, a formulation that makes our toothpaste feel more like whipped cream than the gritty texture many are used to.

How Can We Improve?

The feedback on our new toothpaste has been incredibly positive. But we're not stopping there. We're always looking for ways to further improve.

How could we improve our toothpaste? Let us know in the comments below.