Why Ingredients Matter at Red Seal

At Red Seal, we’ve always believed that what you put in your body - and what you use every day - should be made with care. That thinking goes right back to our early days in 1923, when our founders set out to create products based on balance, nature and wellbeing, long before “clean” became a buzzword.

Over a century later, that same philosophy still guides every tube of toothpaste we make. From the first idea to the final product, we’re intentional about every choice - especially the ingredients.

Our Heritage: A Century Of Doing Things Properly

Red Seal grew up in Aotearoa, shaped by a very uniquely Kiwi attitude: Do it well. Keep it simple. Choose quality you can trust.

Those early values still sit at the centre of our product development today. We’ve never been about shortcuts. Instead, we focus on ingredients that align with our long-standing principles of clarity, transparency and making products that fit into everyday life without fuss.

Toothpaste That’s Manufactured In New Zealand

All our toothpastes are made here in New Zealand, which means we have hands-on oversight of each step - from sourcing ingredients to blending, testing, and quality checks. Being close to the process gives us the confidence that everything leaving our facility meets the standards we’re known for.

We're Proud to Say our Toothpastes are:

• NATRUE certified natural
• No synthetic colours
• No artificial flavours
• SLS & Paraben free
• Certified Vegan friendly
• Cruelty free

These choices aren’t trends for us - they’re part of the way Red Seal has always approached product development: thoughtful, careful and grounded in trust.

NATRUE Certified: What It Means And Why We Chose It

We know certifications can sometimes feel like a maze, so here’s the simple version:

NATRUE is an international standard that looks at how products are formulated, the quality of their ingredients, and the principles that guide how they’re made. It’s one of the most recognised global marks for products that follow strict criteria around how ingredients are selected.

For us, choosing NATRUE certification wasn’t about adding another badge.
It was about aligning with a framework that reflects what we already believe in:

• Transparency you can check
• Thoughtful ingredient selection
• Clear standards around what goes into each tube

It’s a way of saying: this is who we are, in writing.

How We Choose Our Toothpaste Ingredients

Every ingredient in our toothpastes has a purpose. Nothing is there to bulk things out or make the label look longer. When we select an ingredient, we ask:

• Does it do the job it’s meant to do?
• Does it fit with our quality standards?
• Does it align with our NATRUE certification?
• Does it reflect the care and quality Red Seal is known for?

Only when the answer is yes across the board does it make it into the blend.

A Modern Approach, Rooted In Our Heritage

Even as the world changes, our philosophy hasn’t. We still believe in making things properly, staying transparent about what goes into our products, and keeping that classic Red Seal commitment to quality alive.

Because at the end of the day, toothpaste is something we all use every single day - and we think that deserves as much care and craft as anything else that goes into your oral care routine.