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!