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Toothpaste is boring.

Or rather, it was boring.

What's more, it turns out that supermarket toothpaste wasn't as good for us as we thought it was.

Suspected carcinogens? Yuck.

Dodgy dyes? Ain't got time for that.

That's why we're here.

4 Amazing Flavours.

1 Next-Gen Formula.

And that's not all.

Sustainable. Vegan. Cruelty-free.

And Made in Britain.

It goes without saying. But we've said it anyway.

The Best Version of Yourself.

Upgrade to:

  • Next-Gen Whitening.
  • Restores natural gloss to white teeth.
  • Remineralises, repairs and protects enamel.
  • FREE from Titanium Dioxide: a white dye and suspected carcinogen found in almost all supermarket toothpastes.