what is it? 

Hydroxyapatite is a naturally occurring mineral form of calcium apatite. It's the main structural component of tooth enamel and bone mineral that provides hardness.

what does it do?

Hydroxyapatite aids in remineralizing the teeth, a process in which particles bind to teeth, repair damaged areas, and help fill in small fissures. Fissures can expose your root, which is what often times leads to hot, cold, and sweet sensitivity.

what is it? 

You know her, you love her. It’s water, baby.

what does it do?

It functions as a solvent, which means that it helps to dissolve and mix all of the active ingredients together into a paste. It also helps it to spread evenly in your mouth when you’re brushing.

what is it? 

Cocamidopropyl betaine is a coconut-derived surfactant that generates a gentle foam during cleaning. What's a surfactant, you may ask? It helps water interact with the icky stuff it normally wouldn't want to mix with (think oil and bacteria) so that they can be loosened and washed away.

what does it do?

In toothpaste, it acts as an alternative to SLS (no, thanks). Cocamidopropyl betaine gently removes plaque and food debris in a foamy finish without irritating your gum tissue, which is critical for maintaining a healthy gum barrier.

what is it? 

Sorbitol is a type of sugar alcohol that is found naturally in fruits like apples, pears, and peaches, but can also be commercially produced from glucose. The latter sorbitol is often used as a sugar-free, zero-calorie sweetener as well as a hydrator in cosmetic products.

what does it do?

Sorbitol plays two roles in toothpaste. The first and most obvious is its role as a sweetener (you don’t want unflavored toothpaste, trust us). It also acts as a humectant. If you don’t know what that is, and we don’t blame you, it means that it keeps the toothpaste formula moist and texture smooth.

what is it? 

Cellulose gum is a plant-derived thickener made from cellulose (usually from wood pulp or cotton) that helps give products a smooth, stable texture.

what does it do?

In toothpaste, it keeps the formula from separating and ensures consistent paste thickness so the active ingredients spread evenly during brushing. Chunky toothpaste? We don't know her.

what is it? 

Also known as silicon dioxide, it's a naturally occurring substance and is one of the most common compounds in the Earth’s crust. It has a wide variety of uses ranging from building materials to food and cosmetic additives.

what does it do?

Silica contributes to the smooth texture of the toothpaste and helps to gently scrape away plaque and surface stains.

what is it? 

The mint flavor is created with a blend of natural oils that come from eucalyptus, spearmint, and mentha piperita (peppermint).

what does it do?

These oils not only enhance the flavor of the toothpaste, but they give you that minty-fresh breath finish, too.

what is it? 

Potassium sorbate is a preservative used to prevent the growth of mold, yeast, and some bacteria in products that contain water.

what does it do?

It protects the formula from microbial contamination over time, keeping it safe and stable throughout its shelf life.

what is it? 

Stevia rebaudiana leaf extract is a natural, zero-calorie sweetener derived from the stevia plant.

what does it do?

It works alongside sorbitol to naturally sweeten the toothpaste without contributing to tooth decay like sugar does.