Have you heard the news?
Introducing Dr. Bronner’s All-One Toothpaste with 70% organic ingredients! Our low-foaming formula has no synthetic detergent foaming agents, is fluoride-free, vegan and cruelty-free, with no artificial colors, flavors, preservatives, or sweeteners – none! This simple yet effective toothpaste stimulates mouth, teeth, gums and tongue, leaving them fresh and clean. Made in a 100% recyclable box and tube. Available in peppermint, cinnamon and anise flavors.
Our customers have been asking us for years to come out with a toothpaste. And our response has been the same for just as many years: “You can brush your teeth with our Castile soap.” And that is still absolutely true. And if you are hiking the Appalachian Trail or in some other venue where space is scarce and you need a does-it-all product, the Castile soap is exactly that. However, it tastes like, well, soap.
From the outside, Dr. Bronner’s seems to move as slow a snail through peanut butter when it comes to launching new products. It comes down to the great responsibility we feel towards our customers to get it right. Whatever “it” may be. We want our customers to trust us, and to trust that we’re not throwing products on the market just to catch a trend or see what sticks.
So quietly, methodically, various folks at Dr. Bronner’s have been exploring toothpaste, researching ingredients, pondering flavor. For years I would come home with plain white tubes marked “5b”, “13”, “7/21”, testing out the latest toothpaste rendition. As we narrowed in on the recipe, Karina Tettero, our marketing specialist, became the toothpaste guru, and nary a soul could pass her office without getting snagged for a toothbrushing or four.
And I daresay, we got it right.
I don’t know about you, but the parenting handbook that came with my first newborn didn’t cover toothpaste. It was absolutely silent about the 193 options of brand, flavor, feature, and size available at my local big box store. (I did not make up that number.) What I’ve had to learn on my own has been hard fought.
Here’s what I love about the new Dr. B toothpaste
It’s SLS free
Sodium Lauryl Sulfate, though not a carcinogen, can irritate sensitive skin. When my second born started having chronic canker sores, I found in my research one little tiny note in an article that said there was a slight suspected link between toothpastes containing SLS and canker sores. So off I went scrounging up an SLS-free toothpaste and what a difference it made for my second and later for my third. I will tell you here that there is not a large body of research to support this idea, but it applies to my kiddos and that’s what matters to me. SLS is put in toothpaste as a cleaning agent and because it makes all those lovely, meaningless bubbles.
It’s Fluoride free
I’m going to sit on my hands a bit here because any mention of fluoride is apt to send me up on my soapbox about the ethics of fluoridating the water supply. I can brush my own teeth, thank you. However, because most of the public water supply in the U.S. is fluoridated (67% as of 2012, according to the CDC), there is a lot of fluoride to be had. Not only is it in the tap water, but also in anything made with the tap water, whether it was made at home or in a factory. There is such a thing as over-exposure to fluoride, resulting in dental fluorosis, a permanent staining of the teeth. Also, fluoride poisons if swallowed. If that sounds extreme, go check out the warning labels on a tube of fluoridated toothpaste – DON’T SWALLOW IT. This is especially important in kids under 6, which until last August I had in my house, because they are more prone to swallowing their toothpaste. However, swallowing aside, in my house, with the fluoridated water, we are all getting a steady dose of fluoride.
It’s 70% Organic and Fair Trade
Organic means free of GMO’s, synthetic fertilizers, sewage sludge and irradiation, all important for a product that gets scrubbed into potentially absorbing gums, tongue, and cheeks. Fair Trade assures that every person who contributed to the ingredients and production of this product was treated fairly, paid a living wage, and other good stuff.
But, But, But….!!!
It does not foam
Oh, my. Do we ever like our bubbles. Here’s a few things to consider: Bubbles do not indicate cleaning power. They are only there to be pretty. Bubbles do not make toothpaste work better. Our love affair with bubbles explains why SLS, the queen bee of bubbling surfactants, is in so many toothpastes. Bubbles aren’t worth it. We don’t need them. They come at too steep a steep price.
It tastes different
Our toothpastes are flavored with pure essential oils. The real deal tastes different from conventional synthetic flavors. They are more intense and may take some getting used to. As with all of our products, you need less than you think. Take note that our three flavors are vastly different from each other. Therefore, if you aren’t too keen on the peppermint, the anise is an entirely different flavor. Give them all a shot before you say that you don’t like the taste.
Ingredients for the Peppermint Toothpaste:
Organic Glycerin, Organic Aloe Barbadensis Leaf Juice, Hydrated Silica, Calcium Carbonate, Xanthan Gum, Sodium Bicarbonate (Baking Soda), Potassium Cocoate (made with Organic Coconut Oil*), Organic Mentha Piperita (Peppermint) Oil, Organic Mentha Arvensis (Menthol) Crystals, Organic Cocos Nucifera (Coconut) Flour*, Organic Cocos Nucifera (Coconut) Oil*, Tocopherol, Citric Acid, Organic Stevia Rebaudiana Leaf / Stem Extract
*Certified Fair Trade Ingredient
And for the record, I’ve been using our toothpaste, as recommended twice a day with flossing, for more than two years now. I’ve been to the dentist for regular check ups and all is well.