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5 Reasons Why This Radiance-Boosting Natural Toothpaste Is Taking Over in 2025

Summary: This natural toothpaste gives you a head-turning, brilliant smile and makes brushing your teeth just a little less awful. No more gagging, no mouth-burning mint, no dryness, and no lingering aftertaste that ruins your next sip of coffee or bite of food. If you hate any of that about your current toothpaste, keep reading, because things are about to get personal...

Person applying toothpaste to a bamboo toothbrush in a bathroom.

This Is the Part Where Brushing Stops Sucking.

Meet the coolest toothpaste ever created.


It’s like that effortlessly cool kid from school — but in a tube, 100% vegan, and won't steal your lunch money.


Fortify is packed with natural oils, baking soda, xylitol, hydroxyapatite, and essential vitamins.


So you just can say goodbye to gagging, mouth burn, dry mouth, and that gross aftertaste your old toothpaste left behind and let’s start with the #1 complaint that ruins everyone’s morning…

1. Imagine Never Feeling That Spicy Burn in Your Mouth Again

There are two things most people can’t stand: breakups… and brushing their teeth with something that feels like pepper spray.


That burning, spicy feeling inside your mouth while you’re brushing isn’t from “freshness” or “real mint”; it’s from SLS, artificial flavors, and whitening additives.


Fortify uses 100% natural mint from organic spearmint oils and xylitol to actually cool and refresh.


It’s more like sipping cold water than chewing on pepper seeds. But you know what also sucks? The aftertaste…

2. Everything You Eat or Drink After Brushing Won't Taste Awful

The lingering taste of toothpaste is probably the second-worst part of the morning, right after clocking in for work.


You stare down your coffee or breakfast, knowing it’s about to taste like 50% crusty “whitening” toothpaste, 50% espresso.


That nasty aftertaste exists because almost every toothpaste messes with your mouth’s pH and flavor receptors using SLS and fluoride.


Fortify uses coconut oil as a natural replacement that’s actually more effective at killing bacteria, and still lets you enjoy food right after brushing.


And sure, this is all pretty fascinating stuff… but what about that “Hollywood” smile everyone keeps babbling about?

Side-by-side comparison of a woman's face labeled 'Before' and 'After.'

3. The “Hollywood” Smile Usually Shows Up Within 2 Weeks

Most whitening and charcoal toothpastes do whiten, but by sandpapering your teeth like drywall.


Fortify does the exact opposite, and it’s up to 10x more effective.


It uses hydroxyapatite, a dentist-backed mineral that strengthens enamel while gently lifting stains and gunk.


So not only does it give you that “Hollywood” smile, but you’ll get it faster than using anything else. And it also solves one more thing that drives people nuts…

4. Your Mouth Is Always Dry After You Brush Your Teeth

Imagine this — you just survived two minutes of burning, foamy mint hell, and now your mouth feels like you haven’t had water in a week.


What’s ironic is that toothpaste is supposed to leave you feeling “refreshed,” right?


Well, that’s not the case since most brands use alcohol-based flavoring that dries you out fast, and that dryness doesn’t just feel gross, it can be bad for your skin and breath too.


Fortify skips the alcohol and fake flavors. Instead, it uses xylitol — a plant-based ingredient that helps retain moisture, boost saliva flow, and keep your mouth fresh.


Now, buckle up for the fifth reason, because you did not expect this one…

5. No More Gagging (or Feeling Like You’re About to Hurl)

Gagging has to be one of the worst human experiences, and yet some people go through it every single morning.


Dry-heaving over the sink like it’s their first tequila shot. It’s usually thanks to a mouthful of foam or that burning “minty freshness” that’s anything but fresh.


The real culprit? SLS. A harsh chemical found in most toothpastes that causes irritation and foam overload.


Fortify skips the SLS and swaps in hydroxyapatite, so there’s no burn, no froth explosion, and no gag reflex. Ever.


And since you made it this far… you’ll definitely want to hear who else gave Fortify their stamp of approval…

BONUS: Even GQ Said Fortify Kicks Ass!

Not to name-drop or anything… okay, maybe just this once...


GQ named Fortify “The Best Toothpaste of 2022” in their Grooming Awards.


In their words: “If you’ve ever known someone who switched to hippie toothpaste from the co-op and was soon wincing in agony when they tried to drink a cold glass of water, you’ll understand the appeal of Better & Better’s Fortify toothpaste.”


Pretty cool, right? You know what’s even cooler?


We’ve got a little gift waiting for you…

Say Goodbye to Everything You Hate About Brushing

Meet the coolest toothpaste ever created.

It’s like that one effortlessly cool kid from school — but in a tube, 100% vegan, and won't steal your lunch money.


Fortify is packed with natural oils, baking soda, xylitol, hydroxyapatite, and essential vitamins.


So you just can say goodbye to gagging, mouth burn, dry mouth, and that gross aftertaste your old toothpaste left behind and let's start with the #1 complaint that ruins everyone’s morning…

1. Imagine Never Feeling That Spicy Burn in Your Mouth Again

There are two things most people can’t stand: breakups… and brushing their teeth with something that feels like pepper spray.


That burning, spicy feeling inside your mouth while you’re brushing isn’t from “freshness” or “real mint”; it’s from SLS, artificial flavors, and whitening additives.


Fortify uses 100% natural mint from organic spearmint oils and xylitol to actually cool and refresh.


It’s more like sipping cold water rather than chewing on pepper seeds. But you know what also sucks? The aftertaste…

2. Everything You Eat or Drink After Brushing Won't Taste Awful

The lingering aftertaste of toothpaste is probably the second-worst part of the morning, right after clocking in for work.


You stare down your coffee or breakfast, knowing it’s about to taste like 50% crusty “whitening” toothpaste, 50% espresso.


That nasty aftertaste exists because almost every toothpaste messes with your mouth’s pH and flavor receptors using SLS and fluoride.


Fortify uses coconut oil as a natural replacement that’s actually more effective at killing bacteria, and still lets you enjoy food right after brushing.


And sure, this is all pretty fascinating stuff… but what about that “Hollywood” smile everyone keeps babbling about?

3. The “Hollywood” Smile Usually Shows Up Within 2 Weeks

Side-by-side comparison of a woman's face labeled 'Before' and 'After.'

Results from 13 days of use

Most whitening and charcoal toothpastes do whiten, but by sandpapering your teeth like drywall.


Fortify does the exact opposite, and it’s up to 10x more effective.


It uses hydroxyapatite, a dentist-backed mineral that strengthens enamel while gently lifting stains and gunk.


So not only does it give you that “Hollywood” smile, but you’ll get it faster than using anything else. And it also solves one more thing that drives people nuts…

4. Your Mouth Is Always Dry After You Brush Your Teeth

Imagine this — you just survived two minutes of burning, foamy mint hell, and now your mouth feels like you haven’t had water in a week.


What’s ironic is that toothpaste is supposed to leave you feeling “refreshed,” right?


Well, that’s not the case since most brands use alcohol-based flavoring that dries you out fast, and that dryness doesn’t just feel gross, it can be bad for your skin and breath too.


Fortify skips the alcohol and fake flavors. Instead, it uses xylitol — a plant-based ingredient that helps retain moisture, boost saliva flow, and keep your mouth fresh.


Now, buckle up for the fifth reason, because you did not expect this one…

5. No More Gagging (or Feeling Like You’re About to Hurl)

Gagging has to be one of the worst human experiences, and yet some people go through it every single morning.


Dry-heaving over the sink like it’s their first tequila shot. It’s usually thanks to a mouthful of foam or that burning “minty freshness” that’s anything but fresh.


The real culprit? SLS. A harsh chemical found in most toothpastes that causes irritation and foam overload.


Fortify skips the SLS and swaps in hydroxyapatite, so there’s no burn, no froth explosion, and no gag reflex. Ever.


And since you made it this far… you’ll definitely want to hear who else gave Fortify their stamp of approval…

BONUS: Even GQ Said Fortify Kicks Ass!

Not to name-drop or anything… okay, maybe just this once...


GQ named Fortify “The Best Toothpaste of 2022” in their Grooming Awards.


In their words: “If you’ve ever known someone who switched to hippie toothpaste from the co-op and was soon wincing in agony when they tried to drink a cold glass of water, you’ll understand the appeal of Better & Better’s Fortify toothpaste.”


Pretty cool, right? You know what’s even cooler?


We’ve got a little gift waiting for you…

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