“I appreciate the fact that Before formulates with fluoride. Every dentist recommends it for tooth health, but it’s impossible to find in a natural paste.”
“My teeth feel so much cleaner all day long compared to my drugstore toothpaste.”
“I love how minty it is! It’s the mintiest of mints. It makes my mouth feel so fresh, naturally.”
“The commitment to sustainability is so important in a product I use twice a day. Before is truly good people doing good things. They’re disrupting the toothpaste industry in a real way.”
“This is the chicest toothpaste I’ve ever owned. It looks so beautiful on my sink.”
- Vancouver entrepreneurs Steve Thorp, Jamie Collins, and Kevin Shaw partnered with the aim of producing "better" products with a positive impact.
- It took three years of formulating to remove all the “harmful junk ingredients” of big-brand toothpaste, while ensuring dentist-approved efficacy, and maintaining an enjoyable experience.
- An earth aware ethos led them to utilize fully recyclable, mono-material, plant-based sugarcane for the tubes.
- Design is at the core of everything they create. The aim of Before is to improve daily rituals through intelligent, modern aesthetics.
- One percent of all sales will go towards environmental initiatives like beach cleanups and protecting old growth forests.
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