Next generation smile care

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LAUNCHING JANUARY 2025

The average person will spend 82 days of their life brushing their teeth. We're here to make sure that's time well spent.

We're setting a new standard for smiles everywhere with a toothpaste that doesn't just clean your teeth, but transforms your routine.

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Refillable
Sleek refillable bottle crafted from metal and glass
Natural
Powerful natural ingredients and essential oil flavours
Dentist Approved
Formulated by UK dental experts for a healthy smile
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Limited supplies available

YOUR SINK. YOUR SMILE. ALL GLOWN UP.

Plenty has changed in the last 50 years, but not your toothpaste.

For too long, the same old brands have filled the same ugly plastic tubes with harsh chemicals, nasty flavours and pointless coloured stripes.

Our brushing routines were long overdue a glow up. So in 2023, we launched the UK's first ever refillable toothpaste.

Since then, thousands of people have transformed their routines and ditched plastic tubes for good.

Now, we're here to sophisticate your sink with the next generation of naturally effective, scientifically formulated smile care – starting with the world's first zero-waste toothpaste.

Maximum performance. Minimum impact. Timeless design.

Now that's something we can all smile about.

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Limited supplies available

SMART MOVE
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