Superior Oral Care

Whitening toothpaste that improves your oral health

Meticulously Crafted

Science, sustainability and design at heart

Proven Results

Independent study on whitening, breath control and more.

SLS/SLES Free

Also no titanium dioxide, instead hydroxyapatite and other good stuff.

Dentist Developed

Developed and recommended by Swedish dentists.


How are you treating your teeth?

How are you treating your teeth?

Want to enjoy life's pleasures of coffee cups and snack breaks, with a smile that lasts a lifetime?

BUILD, BRIGHTEN and BOOST.

BUILD

BUILD

STRESS, EATING & DRINKING
Cause enamel erosion, staining and gum recession

THE SOLUTION
Use a toothpaste with Hydroxyapatite and Fluoride daily

BRIGHTEN

BRIGHTEN

TRADITIONAL WHITENING
Harsh abrasives and peroxides damage teeth and gums

THE SOLUTION
Daily use of gentle whitening toothpaste with PAP and white charcoal

BOOST

BOOST

UNDERPERFORMING PRODUCTS
Conventional toothpastes contain cheap ingredients and don't add additional benefits

THE SOLUTION
Advanced formulations with ingredients proven to be effective (e.g. PAP, hydroxyapatite, zinc, hyaluronic acid, jojoba oil)

Leaves your teeth and mouth feeling fresher. Nice herbal minty flavour.

Looks better, tastes better and gives you a better feeling in your mouth.

Clever subscription. Good flavor. Bonus for sustainability. Keeps you wanting more!

Sweden's premium oral health brand.

Popular products

Swedish Design and Quality

Oral care - why we care

Guarding against inflammation and infections that can affect your entire body, your mouth plays a crucial role in your overall well-being. An optimal oral care routine has the power to give you a brighter smile and even prevent diseases. That's why you should care too.