Parabens are preservatives and may be irritating. For some individuals they can cause inflammation in the mouth and lips. Some parabens may also have disruptive effects on the endocrine system (hormones), although many conclude that there need to be more long-term studies done on parabens and their potential adverse effects. We don't use them as a precautionary action.

SLS (Sodium Lauryl Sulfate) and SLES (Sodium Laureth Sulfate) are examples of surfactants that clean the mouth and create a lather. However, these ingredients can be irritating and drying and increase risk for canker sores, stomatitis and dry lips and mouth. This can in turn lead to further oral health problems.

This ingredient is banned in the EU as a food additive. After oral ingestion, the absorption of titanium dioxide particles are low, however they can accumulate in the body. Although it's allowed in cosmetics (such as toothpaste) we avoid using it as a cautionary practice. Also it's not necessary since it's not an active ingredient.

We don't use unnecessary colorants in our formulas as they can be irritating and cause allergic reactions, as well as being straining on the environment

An ingredient providing a refreshing mint flavour.

A refreshing and soothing ingredient.

A whitening ingredient that is a gentle and safe ingredient for both enamel and gums, unlike traditional alternatives such as hydrogen peroxide and carbamide peroxide.

PAP chemically whitens teeth by oxidization, but in difference to the two most common chemical whitening ingredients used in the market (hydrogen peroxide and carbamide peroxide), it does not release free radicals. Free radicals are unstable atoms that can damage tissues and cells, and can cause inflammation around gums, tongue, and lining of the mouth.

Hydrogen peroxide and carbamide peroxide may also weaken and sensitize the enamel, if used in high concentrations for prolonged time.

A desensitizing ingredient that limits tooth sensitivity by depolarizing nerve endings.

A preservative that prevents bacteria growth.

A mild surfactant with foaming properties to help clean the teeth and create an appealing texture.

This ingredient is a much gentler alternative to SLS (Sodium Lauryl Sulfate) and other harsher surfactants, to avoid irritation and dryness in the mouth.

An anti-cavity and anti-plaque ingredient.

If used regularly in a recommended manner, it prevents tooth decay, remineralizes enamel, reduces sensitivity and acts as a protection against gum disease.

A sweetener with no nutritional value.

A humectant (draws water into the skin) to keep mouth hydrated.

An ultra fine abrasive (much less abrasive than black charcoal), deodorizer and pH-controlling ingredient. It is a premium ingredient made from ash residue from coconut shells and bark of white birch trees.

As an abrasive it helps to clean the teeth and remove surface stains in a very gentle way.

As a deodorizer it absorbs and neutralizes bad breath odors.

As a PH-controlling agent it raises the pH on tooth surface, having a neutralizing effect on plaque acids.

A binding agent, creating a thicker texture.

An antimicrobial substance that helps with bad breath, plaque and tartar as well as gum inflammation.

It reduces the production of sulfur compounds that can cause bad breath.

Its anti-plaque effects reduce the amount of plaque that builds up on teeth and gums, which can reduce the risk of tooth decay and gum disease.

Because it has anti-inflammatory properties it can help reduce inflammation and irritation in the gums and other oral tissues.