We launched Better & Better with a simple but bold mission: Create personal products that are better for our bodies and better for the planet. We focused on the mouth for a reason. Your teeth, gums, cheeks, tongue, and entire oral microbiome do more than chew and smile—they set the stage for your overall health.
Since then, we’ve stuck to clean, plant-powered formulas and delivered products that do more with less. Our toothpastes ditch the fluoride and harsh chemicals, our floss is completely plastic-free, and our bamboo toothbrushes are designed to last without ending up in a landfill.
Every choice we make is intentional, and that includes knowing when to keep improving.
So, we went back to the lab. Tweaked. Tested. Rinsed. Repeated. And we’re proud to introduce four new toothpaste formulas built around the same mission: better for you, better for the world, better with every brush.
Purity: Whiten the Way Nature Intended
Purity was born out of frustration with unnecessary chemicals, aggressive whiteners, and that unmistakable artificial toothpaste flavor you can smell from across the room. So we simplified.
This fluoride-free formula gently polishes your teeth using coconut-based foam and brightens your smile with naturally effective ingredients. We use a crisp trio of organic spearmint, peppermint, and menthol—fresh enough to feel clean, never overpowering.
Purity skips harsh detergents like sodium lauryl sulfate (SLS) and synthetic additives, instead relying on a minimalist formula that gets the job done without irritating your mouth or confusing your gut. It’s vegan, cruelty-free, and thoughtfully made to be safe for your body and kind to the planet.
If you’ve been looking for a toothpaste that doesn’t make you second-guess what’s going in your mouth twice a day, this is the one.
Fortify: Hydroxyapatite Toothpaste Infused with Micronutrients
Fortify won a GQ grooming award for best toothpaste—and we took that as a challenge. The new and improved formula still features hydroxyapatite, a natural enamel-restoring mineral that your body already knows how to use. But we added a daily dose of calcium and vitamin D3 to help support remineralization from all angles.
The result? Stronger enamel, less sensitivity, and a fresh minty clean that actually lasts.
Unlike fluoride, which can come with its own set of complications, hydroxyapatite is non-toxic, biocompatible, and clinically proven to work. Fortify builds up your enamel, not your tolerance for burning gums. And because we formulate without harsh abrasives, this one’s especially great for people dealing with sensitive teeth or early enamel erosion.
It’s like strength training for your smile—without the heavy lifting.
Detoxify: A Fresh Start for Your Smile
Detoxify delivers the deep clean you crave, without any of the harsh ingredients found in mouthwash. Our formula combines the enamel-restoring power of hydroxyapatite with a blend of vitamins and minerals that help support your mouth’s natural defenses: Zinc fights odor-causing bacteria, while vitamin B12 and vitamin E help maintain healthy gums.
The whole formula works together to create a more balanced oral microbiome, which means better breath, stronger teeth, and a cleaner mouth overall.
Think of it as a reset button for your smile. Detoxify uses coconut-derived foam to gently polish away plaque and stains, while organic mint delivers a refreshing finish. No fluoride, no sketchy additives, and no need to wonder if your toothpaste is working against you behind the scenes.
Kids Multivitamin Toothpaste: Free of Fluoride, Full of Nutrients
Our new Kids Multivitamin Toothpaste skips fluoride—but not the science. Instead, we loaded it with hydroxyapatite and calcium to help prevent cavities and support growing enamel. We also added safe, effective doses of vitamin D3, B12, and E to care for tiny gums and developing teeth. It’s everything their mouths need (and nothing they don’t), in a formula that’s gentle enough for daily use and tasty enough to make brushing less of a chore.
Flavor-wise, we kept it real. No synthetic bubblegum or radioactive-looking sparkles. Just a naturally sweet watermelon taste with a little help from organic xylitol. It’s safe, effective, and dentist-approved—which, let’s be honest, matters a lot more when your kid is actually willing to use it.
Better Isn’t a Destination—It’s a Direction
Better isn’t a finish line. It’s the daily choice to question what’s “normal,” improve what we can, and ditch what doesn’t serve us—or the planet. That’s how we approach everything we make. From toothpaste to toothbrushes to whatever comes next, we’re not chasing trends—we’re building smarter habits, one tube at a time.
