my thoughts on fluoride as the founder of a toothpaste company

why I created a fluoride-free toothpaste, and why I'm not anti-fluoride

I started an oral care company, and I naturally get asked the question often: “What do you think about fluoride?”

Many assume that because our toothpaste doesn’t contain fluoride that I’m anti. But that’s not true at all. Fluoride is an excellent, well-researched ingredient that has been preventing tooth decay for decades. It is a cheap (and thus widely-available), effective, and essential ingredient in oral health.

So why didn’t I put fluoride in our toothpaste?

Let’s back up for context.

the beauty industry: innovation + excitement

Seven years ago, I was on the beauty buying team at a luxury department store. My brands were among some of your favorites — from the ultra-high end skincare companies that sold $400 creams to the makeup brand that went viral on Tiktok last week. As a buyer, you have to know your customer and their behaviors around shopping intimately. Why did this customer spend $300 on an eye cream? Why is this new sunscreen always out of stock? Understanding the psychology behind your consumer’s behavior is key to servicing them well.

I saw a pattern amongst our loyal beauty customers: they were willing to spend when it came to products that enhanced their every day routines. For them, their personal care routine was a twice-daily self-care ritual that made them feel their best.

I completely understood, because I am this customer. I love my skincare routine — all nine steps included. It anchors my day, and makes me appreciate myself in the same way exercise or eating a nourishing meal does. And selecting the products to go in my routine? I’m like a kid in a candy store. Sephora is my church and reading skincare tips is my bible.

this was just my travel routine as a beauty buyer

Beauty buying was the dream, for this very reason. It was my job to try out new products, learn about new ingredients, and find out about new trends before anyone else. The beauty world was constantly evolving — continuous innovation across product, packaging, formulation, delivery, use cases. It’s fast-paced, but extremely rewarding for someone like me.

So one night, prepared to try the latest eye cream from Clarins market, I stopped. I had to brush my teeth first (because you should always brush your teeth before doing your skincare). I did every night, of course, before my exciting 9-step skincare routine.

And…I dreaded it. Every. Single. Time.

Why? Why dread one of the parts of my night routine, when I loved all the others?

Because my oral care wasn’t as enjoyable to use as my skincare.

My toothpaste, uninspired. Packaging, ugly — hide it under the sink. Formulas…how do you even pronounce that ingredient?

In fact, I hadn’t even considered changing my oral care routine since high school, still using the Crest 3D White that was probably sandpaper on my already thin enamel.

So, I rushed through it. Two minutes? To brush? Nope. Floss? Nah.

And it showed in my dental visits. Constant micro-cavities, plaque build-up, yellow staining and irritated, bleeding gums. But my skin? Flawless.

my teeth before ARAME

As I patted Clarins Eye Lift gently on my under eyes, I wondered if there was a world in which I’d actually enjoy brushing my teeth. Maybe if the products were innovative, with cleaner ingredients, in better packaging? Maybe if it felt fresh and actually fun?

Maybe if my oral care was designed like my skincare?

That’s it.

My aha-moment.

Oral care designed like skincare. Innovative formulas, gorgeous packaging, novel ingredients, products that made me feel great and actually worked great too. I started working on the idea immediately, learning all I could about dental hygiene and oral care formulation from dentists, chemists, scientific publications, and clinical studies. I worked on the branding as I strung together a desired formula for a toothpaste and whitening polish from my findings.

And then came the question:

To fluoride or not to fluoride?

At the time (2019-2020), the fluoride-is-bad-for-you conversation was more limited. Some people were staunchly anti-fluoride, but these were of the more extreme non-toxic types out there (you know the ones). And while I commended their commitment to cleaner living, I knew practically that most of my target consumer wouldn’t fall into that category, because I myself didn’t. There were fluoride-free brands out there that already suited their needs across a variety of factors, and I wouldn’t be adding to the market in a productive way.

There were some more people who went fluoride-free for other reasons: perioral dermatitis, fluorosis, stomach problems, and other irritations. Some more who tried to limit their fluoride exposure by brushing with two different toothpastes, a fluoride-free in the morning and a fluoride-full at night. More people who were dipping their toes into clean personal care swaps, like cleaner makeup, deodorant, and skincare.

Still, I was prepared to use fluoride in our toothpaste, until I learned of a newer ingredient called nano-hydroxyapatite. Hydroxyapatite makes up 95-97% of the enamel structure, and studies have shown how breaking it down into the right nano-particle shape and size can actually form a protective layer around the tooth to strengthen the enamel (a process called remineralization). It also has been clinically shown to reduce tooth sensitivity and whiten teeth without the use of additional whitening agents. And since hydroxyapatite already makes up our tooth structure, it’s considered a biocompatible ingredient.

For me, this was extremely exciting. Nano-hydroxyapatite was coming down the pipeline as a novel, innovative ingredient in oral health, much like skincare ingredients. It was originally created by NASA in the 1970s, but then its patent was bought by a Japanese company for use in oral care and is considered the “gold-standard” in Japan. Decades later, the ingredient became available for widespread use, with more studies backing up its scientific evidence. At the time, only a handful of companies were using nano-hydroxyapatite in toothpaste formulation.

The ingredient was perfect for the toothpaste I wanted to create — innovative, clean, and effective in supporting the enamel and oral microbiome. I worked with chemists and dentists to understand how best to formulate with the ingredient to maximize the efficacy (studies have only proven its safety and efficacy at certain shapes, sizes, and percentages). So our toothpaste, called The Paste, is formulated with nano-hydroxyapatite, along with skincare-grade ingredients like hyaluronic acid and miswak extract — we were even featured as one of the best nano-hydroxyapatite toothpastes according to CNN:

But…I’m still not anti-fluoride

And you shouldn’t be either. Fluoride has thousands of studies proving its efficacy and is regulated in oral care to be 100% safe for use. For some people who have particularly weak enamel as indicated by their dentist, I’d recommend that they definitely use a fluoride toothpaste.

What I wouldn’t recommend? Getting your health advice from a group of orange men who incite anecdotal fear rather than science-based evidence and consult no board-certified, well-trained medical professionals in their path.

So why not launch a fluoride toothpaste too?

You bet I am!

As a bootstrapped business off of my personal savings and income, I simply couldn’t afford to launch two toothpastes, plus I wanted some early feedback on a smaller inventory round versus going too deep too soon. So, I opted for a newer, innovative ingredient that aligned with my customer’s values and aspirations for our first toothpaste, but I am certainly planning to launch a fluoride toothpaste in the years to come, for those who want either option.

My goal in creating this brand was to get you excited to care for your teeth daily, because our oral health is connected to our overall health. My priority in creating products is to add enjoyment and ritual, along with efficacy, not choosing one over the other. Our health doesn’t need compromises, and it doesn’t need fear-mongering.

xx The Tooth Fairy