Have you read the ingredient list on your usual toothpaste? Most toothpastes have ingredients which need a chemistry qualification to understand! We are open and transparent with our ingredients, explain what each ingredient does and why we've included it in our toothpaste.

We don't use SLS, triclosan, parabens, petrochemicals, colours, artificial flavours or artificial sweeteners. Every ingredient has been carefully chosen for it's optimum balance of effectiveness with minimal impact on us and the planet.