In Brands, Marketing, Trend

According to a report from Nielsen, 51% of households consider “natural” an important component in the products they purchase.  Every day, we are exposed to smog, pollution, and chemicals, and a peek at the ingredients list on your favorite hot sauce or frozen food is likely to have more than one item you can’t even pronounce. So, it’s not surprising that more and more people, especially millennials, are opting for chemical-free products.

However, certain everyday products seem to have missed the all-natural epidemic, and toothpaste is high on that list. Dentists have expressed their concerns about ingredients in toothpaste, which can include artificial colors and chemicals; for example, according to Fast Company,Triclosan is an antibacterial ingredient that the Food and Drug Administration banned in soap products, yet it still appears in toothpaste brands like Colgate.”

Enter Schmidt’s Naturals.

Currently known for their all-natural deodorant and signature scents (rose vanilla and lavender sage, for example), Schmidt’s recently announced a line of oral care products infused with ingredients that are actually good for you.

“In high quantities, many of the ingredients in commonplace toothpaste are considered to be a skin irritant or otherwise harmful to one’s health,” says cofounder Jaime Schmidt, who was inspired to create a clean oral care product line made up of healthy ingredients. The line will offer unique flavors such as activated charcoal, coconut, and vanilla chai.

As more people begin choosing natural products over classic household brands, it seems that Colgate is going to have some competition. As Schmidt puts it, “Four minutes a day is a long time to introduce ingredients to your gums, teeth, tongue, and cheeks.” So why not go the natural route?  

Considering Schmidt’s was recently acquired by Unilever, they may have another category-disrupting launch on their hands.

To read more about the natural toothpaste brand giving Colgate a run for its money, head to Fast Company.

Photo: schmidtnaturals via Instagram 

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