Backed by dentists
Formulated with our oral health committee
Every ingredient is reviewed by practicing dentists and hygienists — no shortcuts, no gimmicks.
What we leave out
A short list, by design.
- No SLS
- No parabens
- No artificial dyes
- No microplastics
- No triclosan
- No animal testing
What we put in
Active, naturally-derived ingredients with evidence behind them.
Hydroxyapatite
Naturally remineralises enamel — clinically shown to reduce sensitivity and rebuild micro-cavities.
Xylitol
Plant-derived sweetener that starves cavity-causing bacteria and balances mouth pH.
Coconut-derived surfactants
Gentle foaming agents that replace harsh SLS without compromising clean.
Aloe vera & chamomile
Soothes gums and reduces inflammation between brushings.
What the science says
Facts based on the European Federation of Periodontology (EFP).
On brushing
Two minutes, twice a day — it sounds simple, and that's the point. Europe's leading gum-health experts at the EFP say brushing twice daily for at least two minutes is the foundation everything else is built on. Manual or electric, it doesn't matter much — both do the job. What matters is doing it properly, every single day. We just make sure you've always got a fresh brush to do it with.
On cleaning between teeth
Here's the catch most people miss: your toothbrush never touches the spaces between your teeth — and that's exactly where trouble likes to hide. That's why the EFP calls daily cleaning between the teeth essential for healthy gums, using interdental brushes, or floss where the gaps are too tight for brushes. Brushing handles the surfaces you can see. Flossing handles the ones you can't. You need both — which is why both come in every box.