Who We Are?

Crystal white

One goal , be friendly

Extraordinary Experiences

We think it’s time personal care was, well, personal. relevant. beautiful. delicious. friendly. and as natural as we can make it.

It’s time to try our wide variety of yumm products !

Our Core Values

We are an entrepreneurial company of passionate doers obsessed with making you smile. 

Say Hi to our
thoughtful ingredients


activated charcoal (made from sustainable bamboo) whitens naturally by removing surface stains and freshens breath.

coconut oil

soothes like a mother and moisturizes like nobody’s business.


peppermint oil from free-range mint, grown in a real field to makes our pastes taste delicious. because no one ever frolicked in a field of triclosan.

aloe vera

soothes and moisturizes. it’s also really great for sunburn relief, but we’ve never seen tan lines on our teeth.


provides a source of calcium and phosphate, minerals found in the enamel. and when it comes to calcium, the more the merrier.


a sweetener that helps keep bacteria from sticking to your teeth, and unlike sugar, it doesn’t cause cavities. the only thing we want sticking around is you.


a humectant and sweetener that lends a velvety texture to our paste. and let’s face it, once you go velvety with your paste, there’s no going back.


sustainably sourced oils from canola, coconuts and palm produce glycerin that enhances mouthfeel and acts as a moisturizer.

hydrated silica

polishes teeth and removes stains, better than your favorite dry cleaner.

Anthony Souaid


Connect with our co-founder now and ask him all your questions !     He always answers unless he’s with family , in a boring meeting he can’t step away from or on a plane. If he misses you, he will text you back, promise.