A Nation Brushing Daily,
Yet Battling Real Oral Health Issues.
95%
Indians suffer from some form of Gum Disease
1 in 8
Indians currently
experience
Gum Trouble
"Daily Brushing isn't The Problem.
What We Brush with IS!"
The Hidden Problem with Traditional Toothpaste
Toothpastes are made by mixing solid ingredients with 30–40% water to form a paste. The presence of water requires preservatives, emulsifiers, and additives — ingredients that don’t improve oral hygiene but only maintain the paste’s texture and shelf life. Studies show that such additives can even trigger oral allergies in some users.
"Even brands that claim to be 'clean' or 'natural' still rely on these additives—because as long as water is part of the formula, preservatives are necessary."
Titanium-di-oxide, Mica
Fillers
PEG, Hydrogen Peroxide
Additives
Harsh Surfactants
SLS - Sodium Lauryl Sulphate
Preservatives
Sodium Benzoate, Bromopol (2-bromo-2-nitro-1,3-propanediol,
“Some people feel that some ingredients irritate their teeth, cheeks or lips. If your teeth have become more sensitive or your mouth is irritated after brushing, try changing toothpastes. If the problem continues, see your dentist.”
– Source IDA
Water content
30-40%
Toothpastes are made by mixing solid ingredients with 30–40% water to form a paste.
The presence of water:
requires preservatives, emulsifiers, and additives — ingredients that don’t improve oral hygiene but only maintain the paste’s texture and shelf life.
Studies show that such additives can even trigger oral allergies in some users.
Skip The Tube, Meet The Chew
