SLS free toothpaste



SLS and SLES are frequently used as foaming agents in toothpaste and shampoo.

Why do we say no?  SLS and SLES can cause mild to moderate irritation, especially for people who already have sensitive skin such as those with Eczema.



Triclosan is a chlorinated compound commonly found in toothpastes, soaps and detergents because of its antibacterial and antifungal properties.

Why do we say no?  Although you might like the sound of antibacterial and antifungal properties, Triclosan is considered to be an endocrine-disrupter, increasing the risk of Cancer. In females, Triclosan has been shown to increase the risk of Osteoporosis.



DEA is used to produce compounds called ‘Diethanolamides’. These are added to toothpastes to give the creamy texture and foaming action that we’re so used to.

Why do we say no?  Before it’s hidden in toothpaste, Diethanolamine has a rotting fish odour. It can also cause skin irritation. Worst yet, Diethanolamine has been given a Group 2B classification by the World Health Organisation’s International Agency for Research on Cancer, meaning it is possibly cancer causing. Let’s get rid of the elephant in the room!



Carrageenan is a polysaccharide extracted from red seaweed. It’s frequently included in toothpaste formulations as a thickening and stabilising agent.

Why do we say no?  Coming from seaweed it might sound healthy or even revitalising to you and I, but some scientists have shown Carrageenan to cause inflammation. This can lead to serious health concerns such as Inflammatory Bowel Disease and Rheumatoid Arthritis. Equally, other scientists have given reasons that this evidence is flawed. Good or bad? The jury is clearly still out on this one, so we decided to miss it off the invite list of our product ingredients.

toothpaste tablets vegan

All of our products are free from animal-derived ingredients such as animal-based glycerine, E 542 / Calcium Phosphate and Lanoline. Many bathroom and oral care products contain ingredients that are not vegan. However, plenty of research has shown there are many plant-based alternatives that are just as effective.

We want our company to be built on a philosophy that avoids all forms of animal cruelty and exploitation and promotes the development and use of animal-free alternatives for the benefit of animals, humans and the environment.

cruelty free toothpaste with fluoride

For a long time, the beauty and cosmetics industry has unnecessarily tested products and ingredients on animals. There are plenty of safety assessments that can be performed without needing animal experimentation. Thanks to the hard work of many campaigners, animal testing for cosmetics has been banned in the UK since 1998. The rest of the EU also implemented this ban in 2009. However, companies outside of the EU do not have to comply with these standards.

We’ve been inspired by industry campaigners such as The Body Shop who have been pivotal in campaigning for animal rights.  Our mission is to wipe out animal testing in cosmetics for good and to keep our wash bags 100% cruelty-free! We ask our friends living outside the European Union to join us and ethically source their cosmetics and take a stand for animal rights.