THE NAKED STORY
Naked's founder, Ellie became interested in the composition of everyday cosmetics whilst working in the Pharmaceutical Research & Development sector. Ellie was particularly surprised and dismayed at the ingredients and excessive packaging of toothpaste.
“Toothpaste tends to be one of those products we toss into the shopping cart on the way to the checkout without further thought. Out of curiosity, I started researching the ingredients of toothpaste.
As well as active ingredients to prevent dental caries, commercially available toothpaste contains a vast array of chemicals that attribute to its physical properties, including foaming and stabilising agents. Some of these have been classified as potentially cancer-causing by the International Agency for Research on Cancer. Although manufacturers are required to publish their ingredients, there is a lack of intelligible information in the public domain on the additives in dentifrices.
For me, it doesn’t make sense to include these risky ingredients in oral care products. We have to think of our oral cavity as a sponge and question what concentration of these “nasty” ingredients is absorbed into our bloodstream and tissues.”
- Founder, Ellie Lowe
Reducing the impact of bathroom products on the environment is also something Ellie is incredibly passionate about, opting for low impact materials and packaging and supporting the reforestation of the Amazon together with the charity One Tree Planted.
The Naked team are currently working on expanding the range of natural, low waste Naked products.
Let’s get Naked!
We scrutinise ingredients. We use scientific journals to decide which ingredients we do or do not work with, keeping our products as natural and clean as possible. You won't find Carrageenan, Propylene Glycol, Triclosan, SLS and DEA in any of our products.
VEGAN & CRUELTY FREE
We're proud to say that all of our products are cruelty-free and vegan. Our mission includes wiping out animal testing in cosmetics for good! We ask on our friends living outside the European Union to ethically source their cosmetics and take a stand for animal rights.
As part of our journey to being Naked, we pledge to look after our planet as best we can. We plant a tree everyday to offset our carbon footprint. Our Dental Crush Toothpaste Tablets reduce the number of plastic toothpaste tubes going to landfill each year and our Eco Bamboo Toothbrushes can be composted or up-cycled.
BACKED BY DENTISTS
When formulating our Fluoride & Fluoride-Free Dental Crush Toothpaste Tablets, we worked in close partnership with dentists to create jaw-dropping products with ‘’no nasties’ to keep your mouth happy and healthy. You can take pride in your gleaming smile knowing that our ingredients are toxic-free and highly effective too.