The product arrives as part of a broader shift toward intentional wellness, where high-performance results are sought without the addition of complex fragrances or synthetic ingredients. By removing essential oils, artificial colors, and flavors, the brand aims to provide a neutral brushing experience that does not interfere with other morning rituals, such as coffee consumption. Founder and CEO Eric Buss noted that the formulation is designed to deliver enamel support and whitening capabilities while stripping away non-essential components.
Technically, the toothpaste utilizes nano-hydroxyapatite to mimic the natural mineral composition of tooth enamel, facilitating remineralization and plaque removal. The product is EWG VERIFIED and Leaping Bunny certified, maintaining the company’s commitment to vegan, sulfate-free standards. Packaged in a recyclable metal tube, it is currently available through the company's website for $9.95, marking a strategic expansion of their existing Hydroxi™ product line.
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