THE SMIQO STORY

In this fast-forward world where everything is so attractive and colorful, our oral care seems a bit doomed. It seems like skincare has seen drastic upgrades, but oral care is still portrayed as a ritual performed out of compulsion. The same age-old mint-flavored toothpaste has dominated the market since ancient times, with no new advancements in recent years. No exciting flavors or dedicated products free from harsh chemicals and equally effective were available in the Indian market. To counter all this, we came up with our brand "Smiqo," an oral care brand derived from Smile Company. Our sole proposition is to bring a big smile to every consumer's face, a smile that defines self. So, we introduced our toothpaste with three main propositions:

1. Efficiency
2. Exciting Flavours
3. Clean Ingredients

The combination of all three was a bit challenging. To bring flavor, one can easily use artificial flavors, which violate our principle of using 100% clean ingredients. So, we chose natural flavors extracted from exotic fruits inspired by ice creams and desserts. But it wasn't as easy as we thought.

For efficacy, we met with different industry experts and dentists, after which we came up with a couple of active ingredients like N-Hap, L-arginine, Potassium Nitrate, ImerCare PerlWhite 19, Sodium Bicarbonate, Himalayan Pink Salt, Bromelain, etc. After researching ancient texts, we found some active herbs that were used in India for overall oral hygiene, like Tea Tree Oil, Thyme Leaf Oil, Triphala, Hemp Seed Oil, Guava Leaf, Turmeric, Peppermint Oil, Clove Oil, and Cinnamon Oil. We thought it was a great idea to merge science with nature, so we added all these ingredients to our toothpaste to make it super effective.

The third parameter was clean ingredients, which is where all the trouble began. First, we listed all the harmful chemicals commonly used in toothpaste and found a few like SLS, SLES, Fluoride, Propylene Glycol, Triclosan, Saccharin, Aspartame, Sucralose, Parabens, E12211, Artificial Colors (CI 1 2 3 4 5), Artificial Flavours, Diethanolamine (DEA), Sodium Monofluorophosphate, PVM/MA Copolymer, and PEG-Number. People like foam while brushing, without it, one doesn’t feel like it’s cleaning properly. So, we replaced SLS with natural foaming agents like coco-glucoside and sodium methyl cocoyl taurate, derived from coconut. After finalizing all the ingredients, we prepared our first sample, but it did not meet our expectations in taste because we wanted it to be as good as a dessert. The continuous process of sampling began, and it was very difficult to balance all three. After about nine months of continuous sampling and multiple brainstorming sessions, we achieved what we wanted: a mouthwatering toothpaste that is not just clean but also efficient. It was indeed our first sense of achievement. Our product was finally made!

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Thank you for taking the time to read about our journey. Your support means the world to us, and we are committed to continually improving your oral hygiene experience. If you haven't already tried our products, now is the perfect time to infuse some excitement into your oral care routine. Your teeth and taste buds will thank you!

We invite you to join us on Instagram and become part of our growing community. Your feedback is invaluable to us as we strive to evolve and refine our offerings. While we may not be perfect, we promise to listen, learn, and grow with each step of our journey towards becoming the ultimate oral care brand in your eyes.

Thank you for being a part of the Smiqo family. Together, let's continue spreading smiles, one brush at a time.