Evidence-led
Every active ingredient has decades of peer-reviewed clinical use. We cite the studies. You can verify them.
We list every ingredient, every concentration range, and every reason we chose it. If we don't know something yet, we say so. No greenwashing — no marketing claims we can't cite.
Every active ingredient has decades of peer-reviewed clinical use. We cite the studies. You can verify them.
Concentration changes per set. The same active appears at different strengths depending on the concern it's matched to.
If an ingredient isn't doing real work, it isn't in the tube. Short ingredient decks, deliberate choices.
CORE ACTIVE INGREDIENTS
nHA · 10% in toothpaste
A naturally occurring mineral that makes up 97% of tooth enamel. nHA particles bond to the tooth surface, filling micro-cracks. Gold standard in Japan since the 1980s.
Core active · all sets
0.5–1% · max in Gum Reset
Supports balanced oral environment and freshness from the source. Included at maximum concentration in the Gum Reset set.
Gum & breath support
5% · Barrier Repair focus
Calms nerve sensitivity by blocking pain pathways in dentinal tubules. Full 5% in the Barrier Repair set for those with sensitivity concerns.
Sensitivity comfort
0.1% · in Mouth Serum
The same hyaluronic acid your skincare uses, applied to your oral mucosa. Hydrates overnight in the leave-on Calm Mint Serum.
Oral skincare proof point
10% · all toothpastes
A natural sweetener that disrupts the conditions cavity-causing bacteria thrive in. Subtle sweetness, no aftertaste.
Microbiome support
0.3% · in Mouth Serum
Antimicrobial support emphasized overnight. Gum issues and breath are typically worst in the morning — this is why the serum matters.
Overnight active
Natural · plant-derived
A soft mint with a vanilla finish — designed to taste like something you'd want to use, not a clinical product.
Flavor system
WHAT'S NOT IN IT
We don't shame other brands. But here's what didn't make it into our formula, and the brief reason why.
nHA achieves comparable remineralization in clinical comparisons, without the toxicity ceiling for children.
The foaming agent linked to mouth ulcers and dry mouth. Doesn't clean better — just feels foamier.
Aggressive whitening accelerates enamel damage and sensitivity. We chose gradual nHA tone-lift instead.
Phased out of personal care for endocrine and microbiome concerns. No place in something you put in your mouth twice a day.
Pure aesthetic — we'd rather have a clean ingredient deck.
RDA under 70 across our toothpastes. Whitening claims often rely on harsh abrasives that strip enamel.
FAQS
In peer-reviewed studies (Tschoppe 2011, Amaechi 2019, Kensche 2017) 10% nHA shows remineralization outcomes comparable to fluoride at therapeutic doses — without the systemic toxicity ceiling. We chose it for that reason, not against fluoride.
Most users report a visible tone shift in 4–6 weeks of consistent twice-daily use. We don't promise overnight results because peroxide-free brightening is gradual by design — we trade speed for enamel preservation.
Every ingredient in the Calm Mint Mouth Serum is food-grade or oral-safe at the concentrations used. Small accidental amounts are fine. You should still spit, not rinse, after use.
Our adult toothpaste is safe from age 6+. We're developing a kids' line with adjusted abrasivity and flavor — launching late 2026.
Because the concern is different. Zinc citrate runs higher in Gum Reset; potassium nitrate runs higher in Barrier Repair. We dose actives to the problem, not as marketing window-dressing.