Best seller
$14
New: Enamel Guard with nano-hydroxyapatite
Dental care worth the two minutes.
No charcoal. No miracle claims. Just fluoride at the right concentration, bristles that don’t wreck your gums, and floss you’ll genuinely reach for.
4.8
14,300+ verified reviews
92%
reported less sensitivity within four weeks
Flagship
Sonic Pro Toothbrush
$89$119
Free over $50
Carbon-neutral, 3–6 business days
60-day guarantee
Use it fully. Refund anyway.
Dentist formulated
Reviewed by our clinical board
Refill, don’t rebuy
Aluminium and glass, not plastic
Best sellers
The four that people reorder
Our approach
We took the boring side of every argument.
There is not much genuine mystery in oral care. There is a lot of marketing. We built the range around the parts that hold up.
RDA 62
Abrasion is the enemy
Most whitening pastes brighten by abrading enamel you cannot grow back. We hold every formula well under the safe ceiling and use hydroxyapatite to rebuild instead.
1450 ppm
Fluoride, at a working dose
Fluoride-free is a marketing position, not a clinical one. Our adult pastes sit at the concentration the evidence actually supports, and our kids’ paste at the level for small mouths.
0 PFAS
Nothing you would not swallow
No SLS, no triclosan, no fluoropolymer floss coatings. Every ingredient is listed on the pack, in plain language, with the reason it is there.
The routine
Four steps, in this order
Sequence matters more than most people are told. This is the one our clinical board recommends.
- 01Shop this step
Scrape
Ten seconds on the back of the tongue removes the biofilm behind most bad breath.
- 02Shop this step
Floss
Before brushing, so the fluoride reaches the surfaces you just opened up.
- 03Shop this step
Brush
Two minutes, light pressure, bristles angled into the gumline. Spit, don’t rinse.
- 04Shop this step
Rinse
Optional, and never straight after brushing — you would wash the fluoride away.
Reviews
14,300 people, mildly obsessed
5.0
“My hygienist asked what changed. I switched to the Sonic Pro and stopped brushing like I was scrubbing a pan. Six months later, no bleeding on probing.”
Dana R.
Verified buyer · Sonic Pro Toothbrush
5.0
“I have tried four whitening kits and quit all of them by day three because of the sensitivity. Got through the full fourteen days on these with nothing.”
Marcus T.
Verified buyer · Gentle Whitening Strips
4.0
“The floss is the sleeper hit. It actually stays flat going in and then puffs out. I have never once said that about floss before.”
Priya S.
Verified buyer · Expanding Silk Floss
Save $38
Start with everything.
The Sonic Pro, Enamel Guard, expanding floss, Coastal Mint rinse and a copper scraper — the whole routine, boxed, for less than the parts.
Get the Daily Ritual Set
$99 $137