We make better toothpaste. It's not just cruelty-free and vegan, but packed with natural, organic ingredients—and vitamins B12 & D3 to give you a boost. And our innovative pouch packaging reduces plastic by 45% from traditional tubes.
Dedicated to thinking deeply about the way humans do things—from personal rituals to whole systems of global production—we set out to make products that are good in every way they can be. We prioritize the health of our bodies and our planet, which leads us to dream up entirely new ways of doing things. You don’t have to worry about how good your habits are. We’re making them Better & Better.