Love your smile? Of course you do! It's your ultimate confidence booster and a sign of good health. But with tooth whitening everywhere, how do you choose wisely? Skip the celebrity-endorsed chemical bleaches. Find what's safe, natural, and truly effective.

Teeth get discoloured for two main reasons:

1. Surface Stains (Extrinsic): These come from what we eat and drink – think tea, coffee, red wine, soda, and heavily dyed foods. Smoking and even some antibiotics can also stain the surface.

2. Inner Changes (Intrinsic): This is about what's happening inside the tooth. Factors include genetics, aging, childhood illnesses, tooth trauma, or even certain medications and heavy metals like iron or copper.

Prioritize safety over extreme promises.

It may be tempting to opt for the "whitest teeth ever" product. But harsh whiteners and bleach can wreak havoc inside your mouth. We're talking enamel destruction, mineral loss, rampant sensitivity, irritated gums, and a disrupted oral microbiome.

Some whitening treatments use 35% hydrogen peroxide. A 2016 study found this could release up to 43% more mercury vapors from silver fillings, potentially leading to poisonous toxins entering your bloodstream.

Why holi (pearly) whites is the Natural Choice

Jena created holi (pearly) whites over ten years ago out of necessity. Frustrated by the lack of natural, fluoride-free options, she started crafting her own toothpaste. She harnessed the power of baking soda for cleaning and cavity prevention, then started mixing it with natural essential oils. Over time she read up on studies about Manuka honey for cleaning, cloves for gum health, probiotics for oral health and pearl powder for natural whitening. 

Fast forward a decade. More research and development. Lab trials and further formulations. And we’ve now been selling out of our toothpaste for a whole year!  

Supercharge Your Smile: all about our Natural Ingredients & some DIY Boosters

Want a healthier, brighter smile? We'll dive into the power behind our ingredients and how to add natural boosters like activated charcoal, turmeric, essential oils, herbs, coconut oil, and even strawberries to your routine as a pre-brushing step!

Our Star Ingredients:

• Manuka Honey: A superfood packed with enzymes and antioxidants. It's antibacterial, antiviral, and tackles plaque while supporting a healthy oral microbiome - all while lending a delicious, slightly sweet flavor.

• Pearl Powder: Gentle yet effective. This mineral-rich abrasive brightens teeth and removes stains,without damaging enamel. It also boasts anti-inflammatory and antibacterial properties for gum health.

• Nano-Hydroxyapatite (N-HA): This biomimetic powerhouse helps remineralize early decay, strengthens enamel, reduces plaque and sensitivity, and naturally whitens.

• Lactobacillus Salivarius: A key probiotic for a balanced oral microbiome, leading to fresher breath and healthier gums.

• Peppermint, Clove, & Cinnamon Bark Oils: Essential oils for fresh breath, antimicrobial action, and gum support.

• Theobromine (from cacao): Shown to strengthen enamel more effectively than fluoride.

• Calcium Carbonate & Hydrated Silica: Natural abrasives that gently polish and remove plaque without harming enamel.

• Xylitol & Stevia Leaf Extract: Plant-based sweeteners that also stop bad bacteria.

• Coconut Oil: Rich in lauric acid, it fights bacteria, reduces inflammation and plaque, and aids in whitening.

• Aloe Vera Leaf Juice & Jojoba Seed Oil: Soothe sensitive gums and promote healing.

DIY Boosters for a Healthier, Brighter Smile

Activated Charcoal: This porous powder binds to surface stains and color-corrects for a brighter smile. Dip a wet brush in organic charcoal (from coconut shells), brush for 1-2 minutes, rinse, then brush with toothpaste.

Turmeric: Don't let the color fool you! This anti-inflammatory, antimicrobial root not only whitens but also fights plaque, gingivitis, and gum disease. Brush with organic turmeric powder, leave for 5+ minutes, rinse, then brush with toothpaste.

Strawberries: High in malic acid, they naturally lift surface stains. Mash a few with baking soda, apply with a brush, let sit briefly, then brush and rinse well. Use 1-2 times a week.

Coconut Oil Pulling: An ancient technique that pulls bacteria, prevents disease, and whitens teeth. Studies have shown that pulling with coconut oil regularly may also prevent tooth decay and cavities, reduce bad breath, and improve overall oral health. Swish 2 tablespoons of organic, unrefined coconut oil for 5 minutes at first, building up to 15 -20 minutes. Best done first thing in the morning before brushing.

Essential Oils & Herbs: Used for centuries in Ayurvedic practices, oils like lemon, peppermint, or clove, and herbs like mint, neem, licorice and cinnamon can reduce bad bacteria and whiten teeth. Many natural oral care products now include them.

*THESE STATEMENTS HAVE NOT BEEN APPROVED OR REGULATED BY THE FDA. WE ARE NOT DOCTORS, THEREFORE ALWAYS CONSULT WITH YOUR SPECIALIST IF YOU NEED MORE ADVICE.