It’s what enamel is made of.
The calcium-phosphate mineral that makes up most of your enamel. [Claim TBC]
Think bigger than tooth.
A hydroxyapatite toothpaste for every tooth in your head. Starting with Super Fresh Minty.
75 ml, hydroxyapatite, [with fluoride / fluoride-free]
Super Fresh Minty
The dependable one. A properly minty hydroxyapatite toothpaste that does the heavy lifting, morning and night. One tube lasts about 8 weeks.
- SLS-free
- Recyclable aluminium tube
- Made in the UK
- [Vegan: confirm]
Nearly brushing.
Super Fresh Minty lands early 2027. Join the founding list and we’ll hold this price for you. No payment taken.
We’ll email you about the launch. Unsubscribe any time.
Why hydroxyapatite?
No SLS. No foam theatre.
Lather feels clean but doesn’t do the cleaning. We leave the harsh foaming agents out.
Aluminium, not plastic.
The tube is aluminium and widely recyclable. Squeeze from the bottom. Be the bigger person.
Meet the teeth.
Every flavour is a tooth, and every tooth has a personality. One’s here. The rest are on their way.
Super Fresh Minty
The molar
The dependable one. Does the heavy lifting at the back and never asks for credit.
Shop nowMinty Vanilla
The incisor
Front and centre. Smooth, sweet and first in every photo.
Join the waitlistCoffee
The canine
A bit of an edge. The first thing you want in the morning.
Join the waitlistSnoozy Chamomile
The wisdom tooth
Wise, calm and already half asleep. For the last brush before bed.
Join the waitlistStrawberry
The milk tooth
Small, sweet, strictly temporary. The kids’ one.
Join the waitlistSet it and forget it.
Start a subscriptionPick your flavour.
Right now that’s Super Fresh Minty. More choice is coming.
It lands every 8 weeks.
Roughly when you run out. Through the letterbox, so no waiting in.
Skip, swap or cancel.
From your account, any time. No phone calls, no guilt trip.
Snoozy Chamomile is waking up.
Get first dibs on new teeth. One email per new flavour, give or take.