In the 1980s, we decided New Zealand deserved a better toothpaste.  
In 2024, we’ve decided those toothpastes could be made even better.  

We’re making some small but important changes to the ingredients of our iconic range of Baking Soda, Propolis, Lemon, Herbal, and Smokers toothpastes. Changing our most popular toothpastes isn’t a decision we take lightly, but incredible in is our non-negotiable and we believe this is necessary step forward for our range to raise the benchmark on our ingredients and deliver you the best toothpaste we can.  

New formulations

All these toothpastes will now be free from SLS, artificial sweeteners and mineral oils and vegan certified by the New Zealand Vegetarian Society (excluding Propolis). Our new formulations also include Xylitol, an incredible ingredient for oral health for its ability to inhibit growth of cavity-causing bacteria. 

The new formulations are designed to taste and feel as similar as possible to the formulations they replace. For our most astute daily users, there may be some small discernible differences, but rest assured the oral health benefits and function of each remains unchanged.  

NATRUE certification

As part of these changes, we’re taking transparency to the next level with NATRUE certification. Since its inception, NATRUE has worked for better regulation for natural and organic cosmetic products and has actively advocated for an official definition of natural and organic to aid consumer decision making and effectively combat greenwashing and misleading claims. 

NATRUE go beyond the products and formulations themselves and holistically assess brands for commitment to their values. We’re proud to be the only New Zealand toothpaste to bear this trusted mark. 

These defining values are:  

• We allow only natural, derived natural and nature identical ingredients 
• We don’t inflate naturalness by counting water as an ingredient 
• We guarantee no artificial ingredients 
• We are a strong advocate for sustainability 
• We apply high level criteria validated by expert scientists 
• We grant the label only if the brand is strongly committed to our values 

You can read more about the NATRUE standard here.

Baking Soda and Propolis will hit the market from May 2024. Stay tuned for changes to Smokers, Herbal and Lemon due in early 2025. We hope you’ll continue to love brushing with these toothpastes and thank you for your loyalty as we continue to raise the bar and give Kiwis a choice.