Our Story
A fresh start for a tired routine
THE PROBLEM
A lot has changed in the last 50 years, but your toothpaste hasn’t. For too long, the same old brands have filled the same ugly plastic tubes with harsh chemicals, nasty flavours and pointless coloured stripes. But not us.
Tired of the same old brushing routine, we’re here to sophisticate your sink with the next generation of beautifully effective, scientifically formulated and naturally powerful smile care – starting with the world’s first zero-waste toothpaste.
THE SOLUTION
Next generation smile care, free from harsh chemicals, nasty flavours, and ugly plastic tubes.
MAXIMUM PERFORMANCE
Other brands use harsh ingredients like SLS, artificial dyes and synthetic flavours because they’re cheap, not effective. We’re on a mission to create the highest-quality toothpaste solutions on the planet. That’s why we combine cutting-edge science with purposeful natural ingredients – for clean formulas that deliver even cleaner teeth.
MINIMUM IMPACT
Most toothpastes are designed to be bought, used, and then binned. They come in plastic tubes that are difficult to recycle, so they end up in landfill – where they take over 500 years to decompose. Our refillable bottle finally spells the end for those ugly tubes cluttering up your sink. Simply top it up with our 100% compostable refills for a planet-friendly routine that you can be proud of.
TIMELESS DESIGN
Our products weren’t designed to scream at you from the supermarket shelf. And it shows. We believe that the best way to achieve our sustainability mission is by creating timeless objects that genuinely elevate your bathroom. Crafted by top industrial designers, our refillable bottle is made from reinforced glass and sculpted metal, and is designed to be the last one you ever own.
NEXT GENERATION SMILE CARE
Effective natural ingredients and powerful dental science, all inside the world’s first zero-waste toothpaste.
