NATRUE Certified Range hero image

NATRUE Certified Natural toothpaste

Now that's something to smile about.

Marking a significant step in our 40-year journey of innovation and expansion, our new range of toothpaste is now NATRUE certified natural. Giving everyone the choice to put incredible in to get incredible out.

What does it mean to be NATRUE certified?

What does it mean to be NATRUE certified?

NATRUE is an international, not-for-profit association protecting consumers and committed manufacturers of natural and organic cosmetics.

A NATRUE badge is a trusted mark, it means the product and brand you're buying from is committed to natural and organic practices.

Our 6 new formulations are all NATRUE certified natural, ensuring:

  • No animal testing
  • No synthetic fragrances
  • No synthetic colors
  • No GMO ingredients
  • No petroleum and silicone oils



Tired of mint? Our cult-fav Lemon toothpaste has a refreshingly fresh mint-free formula that is naturally certified to NATRUE standards.


Calcium Carbonate

Calcium Carbonate

Calcium carbonate is a common substance found in rocks in all parts of the world, mainly as the minerals calcite and aragonite.

Calcium carbonate is a gentle abrasive that helps to remove and inhibit plaque build-up. It also gives a unique texture.

Sourced from: Limestone

V3 387

Hydrated Silica

Hydrated silica is an odorless white powder derived from silica (silicon dioxide), an abundant compound found in around the world in quartz, sand and obsidian. It helps our toothpaste gels hold their shape, it is also mildly abrasive and can aid whitening and plaque removal. We use different grades to achieve this.

Sourced from: Mineral

Glycerol (1)


Glycerin (also called glycerol or glycerine) is an organic compound present in all natural lipids (fats). It can be derived from animal fats, however ours is sourced from plants.

Glycerol helps improve the smoothness and lubrication of the toothpaste and can help inhibit bacteria growth.

Sourced from: Vegetable Oils



A uniquely NZ product, sustainably sourced from the heartwood of recycled Totara trees. Its properties were noticed by scientists due to the extremely hardy and slow degradation of fallen trees.

Totarol’s antibacterial, anti inflammatory and antioxidant properties support oral health and act as a preservative.

Sourced from: Heartwood of fallen NZ Totara trees



Xylitol is a sugar alcohol, typically derived from a hydrogenation process of corn.

A non sugar sweetener, Xylitol may also help inhibit the growth of Streptococcus mutans, a bacteria that contributes to tooth decay.

Sourced from: Corn

V136 59 (1)


Sorbitol is a sugar alcohol with a sweet taste, usually derived from corn syrup.

Sorbitol adds sweetness and is a humectant (moisture retainer). It is also a plasticizer that thickens and adds structure to our toothpaste gels.

Sourced from: Corn

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