Naked, Natural & No Nasties

Many cosmetic products are full of potentially harmful ingredients, most of which are unnecessary or can be replaced with a natural alternative. This seems crazy, right? Especially when our mouths and skin are so absorbent. At Naked we are passionate about making all of our bathroom and oral care products as clean and natural as possible, without compromising on quality. We use scientific journals to decide which ingredients we do and do not work with. They’re also vegan and cruelty free too. 

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We are passionate about transparency!

which toothpastes are SLS free


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-disruptor, increasing the risk of cancer. In females, triclosan has been shown to increase the risk of osteoporosis.

Diethanolamine (DEA)

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 28 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 thicken 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.


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 skin irritation, especially for people who already have sensitive skin such as those with Eczema.


toothpaste tablet ingredients

Toothpaste Tablet Ingredients

Microcrystalline cellulose

Microcrystalline cellulose is refined wood pulp. Cellulose is the most abundant organic polymer on Earth and makes up to 40-50% of wood and 90% of cotton content. This naturally occurring polymer (cellulose) is inert to humans.

So why did we add it? The microfine cellulose polishes the tooth, creating a smooth surface. This makes it difficult for dental plaque forming bacteria to adhere to, helping to prevent against dental decay.

Sodium Bicarbonate

Commonly known as baking soda or bicarbonate of soda. This mechanical cleanser acts on teeth and gums and also helps prevent infection with its antiseptic properties.

Sodium bicarbonate increases the pH in saliva, which creates a hostile environment for the growth of aciduric bacteria. Certain aciduric bacteria such as lactobacilli and mutans streptococci are considered the main culprits of dental caries. Sodium bicarbonate can also prevent caries by reducing enamel solubility and increase the remineralization of enamel.  Several studies have shown toothpaste containing sodium bicarbonate have a better whitening effect.


This ingredient is for the big tea and coffee drinkers out there!

Silica is derived from sand, the most common compound on the Earth’s crust. We use hydrated silica to get the right level of abrasiveness. Hydrated silica works well as a cleaning agent and naturally whitens teeth. Although the colour of our teeth is profoundly determined by the light absorption and scattering properties of enamel and dentin, surface stains can tarnish your Hollywood smile. During brushing, the hydrated silica removes the surface stains caused by our dietary intake and helps to restore your teeth’s natural brightness.

Sodium Lauroyl Glutamate

Sodium Lauroyl Glutamate  Amisoft is our surfactant (soap) in Dental Crush. It’s gentle on the gums but has enough cleaning power to leave your teeth gleaming. This ingredient is derived from coconut oil.

“Glutamate” should not be confused with the flavour enhancers used in the food industry. Dental Crush is glutamate free.

Citric acid

Citric acid occurs naturally in citrus fruits. As well as having natural cleaning abilities, it ensures a correct pH level and stimulates salivation. Saliva is supersaturated with respect to tooth mineral content, aiding remineralization of the tooth’s surface.


Our eugenol is purified from clove oil, a plant-derived fatty acid. We have added eugenol for its natural breath freshening properties and flavor. Eugenol also has anti-septic and anti-inflammatory properties.

Is this right for me?  Eugenol is considered safe and is approved by the US Food and Drug Administration (FDA) as a flavoring agent. Although a naturally derived ingredient, we recognize that some people may have an allergy to eugenol.

21 CFR 184.1257

Fluoride or Fluoride Free

Although our Dental Crush Fluoride-Free toothpaste tablets are formulated by dentists and will provide you with an effective clean, our Toothpaste Tablets with Fluoride is a great choice if you have sensitive teeth as fluoride strengthens tooth enamel. A toothpaste that contains fluoride is the only proven way to prevent cavities. Fluoride strengthens the enamel of the tooth by helping to rebuild enamel that has been attacked by acid, reversing signs of early tooth decay. Although we at Naked Company offer a fluoride-free version of Dental Crush, we strongly believe your teeth will benefit from the proven perks of fluoride for cavity prevention.

The NHS advises adults to brush twice daily with a toothpaste containing 1,350 – 1,500 parts per million (ppm) of fluoride. The typical strength of regular or family toothpaste is around 1,000 to 1,500 parts per million (ppm), Dental Crush contains 1,450 ppm of fluoride.

It is important to note that excess fluoride exposure during tooth mineralization, especially in children may cause dental fluorosis (white streaks on the teeth). This risk is only present during tooth development and hence why children should be exposed to less fluoride than adults. According to the WHO, the main cause of dental fluorosis is the consumption of groundwater naturally rich in fluoride, particularly in warm climates where water consumption is greater, or where high-fluoride water is used in food preparation or irrigation of crops.

Strangely enough, it’s best not to rinse your mouth after brushing, but only to spit out the residual toothpaste. This allows for longer lasting protection throughout the day.

More Info Please