Some products are personal. This one definitely was.

Sensitive toothpaste has been our most requested product ever. From the moment we first launched our refillable toothpaste, the messages started pouring in:

Our founder, James, knew exactly how you felt – because he’s struggled with sensitive teeth for years. The kind of sensitivity that makes iced coffees a no-go and a simple cup of tea anything but relaxing.

So when we set out to create a toothpaste for sensitive teeth, it wasn’t just about ticking a box – it was about solving a real problem. Properly.

We weren’t interested in copying the big brands or churning out another so-so sensitive toothpaste. It had to be better. Kinder. Smarter. And most of all, genuinely effective.

So we spent over two years in the lab. Reformulating. Retesting. Obsessing.

Listening to what you told us you wanted – and what you didn’t.

The result? A toothpaste that does it all. 

Rebuilds enamel. Stops sensitivity. Whitens teeth.

What makes this different?

If you’ve tried sensitive toothpastes before, you’ve probably noticed a pattern. They can take the edge off, but the sensitivity often lingers. That’s because most of them work by simply numbing your nerves, without tackling the real issue: weakened enamel.

Your enamel is your teeth’s natural armour. When it wears down, the sensitive inner layers are exposed – leading to those sharp, uncomfortable twinges.

The real solution? Strengthen and rebuild that protective layer.

That’s exactly what we set out to do.

Introducing our hero ingredient

At the heart of our formula is biomimetic hydroxyapatite – or BioHAP for short. It’s the mineral that makes up 97% of your natural enamel. We use a lab-made version that mimics the exact structure of human enamel, helping to rebuild what’s been lost, calm sensitivity, and gently restore natural whiteness – all at once.

It’s the ingredient we wish more brands used. But it’s advanced, expensive, and too often reserved solely as an alternative to fluoride – when in fact, they can do more together.

That’s why we’ve paired BioHAP with:

- Fluoride to strengthen and protect against cavities

- Potassium citrate to help soothe tooth nerves

- Aloe vera to care for gums and your oral microbiome

And, of course, it’s free from the usual harsh ingredients: no SLS, no titanium dioxide, and nothing that could irritate sensitive mouths.

A gentler flavour – naturally

We also know that when your teeth are sensitive, overpowering mint can make things worse. So we created a mild, all-natural mint flavour that's fresh but never harsh – kind to your teeth, gums, and tastebuds. Just the right balance to leave your mouth feeling clean, without the sting.

The one you’ve been waiting for – the Life Supplies way

We didn’t just want this to be good for sensitivity. We wanted it to be the most complete formula we could create. And we knew it had to stay true to our values:

- Plastic-free, refillable, and 100% vegan

- Available in compostable refills and recyclable travel minis

- Made right here in the UK

Because you shouldn’t have to choose between what works and what’s better for the planet.

Launching this July – in limited quantities

After more than two years of development (and a lot of impatient DMs), we’re finally ready.

Our Sensitive Toothpaste will be launching soon in limited quantities.

We can’t wait for you to try it.