Personal Care — Dental Care
Daily rituals,
shape long-term wellbeing
Brushing your teeth is one of the most repeated acts of the day — twice daily, every day, for life. Most people never question what goes into that ritual. Shake asks: what is actually in your toothpaste, what does it do at the cellular level, and is it genuinely supporting your teeth — or working against your body?
What to be mindful of
Protect what protects you —
support remineralisation over time.
Conventional toothpaste is a product most of us inherited from childhood without ever questioning its formulation. Understanding what’s commonly found — and what those ingredients actually do to the body over decades of daily use — is the first step toward a more conscious oral care ritual.
01
Fluoride — the evidence is shifting
Fluoride has been in toothpaste and water supplies for decades. But the evidence against it is now substantial and legally recognised. In September 2024, a US federal court ruled that fluoride at standard water supply levels presents an “unreasonable risk of injury to health” — specifically citing its neurotoxic effects on children’s developing brains. A 2025 review in JAMA Pediatrics found a significant inverse relationship between fluoride exposure and IQ across 64 of 74 studies. Utah and Florida became the first states to legally ban water fluoridation in 2025. Over 15 major European countries — including Germany, France, the Netherlands, Sweden, and Switzerland — have never fluoridated their water at all. The National Toxicology Programme has formally classified fluoride as a neurotoxin. Shake’s position is clear: fluoride in daily toothpaste represents a synthetic compound with an accumulating neurological concern profile, applied to one of the body’s most absorptive surfaces, twice a day, for life. Hydroxyapatite — the mineral your teeth are actually made from — remineralises enamel effectively without this risk profile.
02
Sodium Lauryl Sulfate (SLS)
SLS is the foaming agent in most conventional toothpastes — it creates the lather that signals “clean” but contributes nothing to oral health. It is a known irritant to oral mucosal tissue, linked to increased incidence of mouth ulcers, disruption of the protective mucosal lining, and gum sensitivity. Its primary purpose is purely sensory. Removing SLS from your toothpaste is one of the most immediately noticeable improvements you can make to your oral health experience.
03
Titanium dioxide
Used as a whitening agent in many conventional toothpastes, titanium dioxide (TiO2) was banned as a food additive in the European Union in 2022 following findings by the European Food Safety Authority that it cannot be ruled out as a genotoxin — meaning it may damage DNA. It remains present in many oral care products globally. Any toothpaste containing TiO2 in the context of Shake’s editorial standard is worth avoiding.
04
Artificial sweeteners & synthetic additives
Saccharin, sodium saccharin, and artificial flavouring agents are common in mass-market toothpastes. These compounds are swallowed in trace amounts twice daily — a low individual dose that compounds over decades of daily use. Natural alternatives like xylitol, erythritol, and peppermint essential oil serve the same purpose with a completely different safety and toxicity profile.
05
Glycerin & enamel remineralisation
Glycerin — present in most conventional and many natural toothpastes — creates a residual coating on tooth enamel after brushing. Some oral health researchers suggest this may temporarily interfere with the natural remineralisation process, where saliva deposits minerals back into enamel micro-pores between meals. Glycerin-free formulations built around minerals like calcium carbonate and hydroxyapatite support this natural process rather than interrupting it.
06
Plastic tubes & microplastic exposure
The vast majority of conventional toothpaste is packaged in multi-layer plastic laminate tubes — one of the least recyclable packaging formats available. Beyond the environmental cost, plastic packaging in oral care means daily handling of plastic by the mouth. Glass jars, aluminium tubes, and compostable packaging represent where the conscious category is heading — and what Shake curates toward.
What to look for
Ingredients that work with the body,
not against it.
The goal is not a perfect toothpaste — it is a more informed one. These are the ingredients and practices worth building a conscious daily oral care ritual around.
Hydroxyapatite — the conscious alternative
Hydroxyapatite is the primary mineral comprising tooth enamel — 97% of what your teeth are actually made from. At a 10% concentration in toothpaste it has been shown in clinical studies to remineralise enamel, reduce sensitivity, and prevent early cavities — matching or exceeding fluoride in efficacy, without the accumulating neurotoxicity concern. It is biocompatible, safe to swallow, and has been used in Japanese dentistry since the 1980s.
Oil pulling with pure coconut oil
Oil pulling is one of the oldest oral health practices in Ayurvedic medicine — swishing pure cold-pressed coconut oil in the mouth for 10–20 minutes before brushing. The lauric acid in coconut oil has documented antimicrobial properties against Streptococcus mutans, the primary bacteria responsible for tooth decay. It reduces plaque, supports gum health, and draws out bacteria and toxins from the oral environment. Used first thing in the morning on an empty stomach, it is one of the highest-value additions to any conscious oral care routine.
Mineral-based active ingredients
Calcium carbonate, kaolin clay, and bicarbonate of soda are gentle mineral-based abrasives and cleansing agents with long histories of safe use. They clean effectively, support a healthy oral pH, and carry none of the synthetic burden of conventional alternatives. Combined with essential oils like peppermint and tea tree, they form the basis of the most effective natural toothpaste formulations available.
Plastic-free & sustainable packaging
Glass jars, aluminium tubes, and compostable cartons signal a brand thinking beyond the product itself. Conventional plastic toothpaste tubes cannot be recycled in most systems — packaging is part of the conscious oral care decision. Georganics packages in glass; Davids uses a recyclable metal tube. Both represent a meaningful standard for the category.
Xylitol & natural antimicrobials
Xylitol actively inhibits the bacteria responsible for tooth decay — starving cavity-causing organisms of their primary food source. Combined with antimicrobials like peppermint essential oil, tea tree, and miswak extract (a traditional plant-based oral care ingredient endorsed by the World Health Organisation), these provide genuinely functional oral protection without synthetic chemical intervention.
Full ingredient transparency
Brands that list every ingredient, explain their formulation choices, and distinguish between natural and synthetic origins are operating at a meaningfully higher standard. Ingredient transparency in oral care is a baseline expectation for any brand worth curating in the Shake ecosystem — and one of the easiest filters to apply before purchasing.
Protect what protects you,
support remineralisation over time
Featured Brand
Georganics
100% Natural · COSMOS Certified · Fluoride-Free · Plastic-Free
Georganics has built one of the most complete conscious oral care ecosystems available — toothpaste, oil pulling mouthwash, dental floss, toothsoap, and toothbrush, all formulated from 100% natural origin ingredients and packaged entirely without plastic. Their mineral toothpaste range is fluoride-free, SLS-free, and glycerin-free, built around calcium carbonate, kaolin clay, and coconut oil. Their oil pulling mouthwash brings one of the oldest oral health traditions into a clean, modern format — ready to use, pure in composition, and genuinely effective as a first morning ritual before brushing.
Why It Aligns
- 100% natural origin — COSMOS Natural certified across the full range
- Fluoride-free, SLS-free, and glycerin-free throughout
- Oil pulling mouthwash — conscious oral care ritual in a bottle
- Packaged in glass jars and aluminium — zero plastic packaging
- Hydroxyapatite toothpaste range available for active remineralisation
- Complete oral care ecosystem — toothpaste, floss, mouthwash, toothbrush
Conscious Alternatives
Moving in a more conscious direction.
These brands are not presented as perfect. They represent formulations moving away from fluoride, synthetic foaming agents, and plastic packaging — toward ingredient integrity and long-term oral health support.
RiseWell
10% Micro-Hydroxyapatite · Fluoride-Free · SLS-Free
RiseWell is built around micro-hydroxyapatite sourced from a mine in France — used at the clinically validated 10% concentration for enamel remineralisation. Entirely fluoride-free, SLS-free, paraben-free, and propylene glycol-free — a formula designed to rebuild enamel from the mineral up, without synthetic intervention.
- 10% micro-hydroxyapatite — clinically effective remineralisation
- Fluoride-free and SLS-free throughout the range
- Vegan, cruelty-free, and safe to swallow
Boka
Nano-Hydroxyapatite · Fluoride-Free · Family Range
Boka uses nano-hydroxyapatite — a smaller particle size that penetrates deeper into enamel micro-pores for targeted remineralisation. Fluoride-free and SLS-free, with a thoughtful kids range making the transition to conscious oral care accessible for the whole family without compromise on efficacy.
- Nano-hydroxyapatite for deep enamel remineralisation
- Fluoride-free and SLS-free across entire range
- Kids range available — family-wide conscious oral care
Davids
Nano-Hydroxyapatite · Recyclable Metal Tube · USA-Made
Davids combines a clean, short ingredient list with nano-hydroxyapatite for enamel support and a recyclable metal tube that sets a packaging standard the category rarely meets. Fluoride-free and SLS-free, made in the USA with 98% US-origin ingredients — formulation and sustainability taken with equal seriousness.
- Nano-hydroxyapatite for enamel whitening and remineralisation
- Packaged in infinitely recyclable metal tube — no plastic waste
- 98% USA-origin ingredients — transparent domestic sourcing
Ingredient & Material Awareness
What you use daily becomes part
of your internal environment.
The mouth is one of the most absorptive surfaces in the body. The sublingual mucosa — the tissue beneath the tongue — can absorb compounds directly into the bloodstream, bypassing the digestive system entirely. What enters the mouth during brushing is not simply rinsed away. Trace amounts are swallowed, absorbed, and processed. This is the daily compounding reality that makes the choice of toothpaste one of the most consequential personal care decisions most households never question.
Fluoride’s neurotoxicity is no longer a fringe concern — it is a legally recognised finding. In September 2024, a US federal judge ruled that fluoride at standard water supply concentrations presents an “unreasonable risk of injury to health.” The National Toxicology Programme formally identified fluoride as a neurotoxin. A January 2025 JAMA Pediatrics review found an inverse relationship between fluoride exposure and IQ in 64 of 74 studies reviewed. Utah and Florida have banned water fluoridation by law. Eighteen further US states introduced fluoridation prohibition bills in 2025. Most of Europe — Germany, France, Sweden, the Netherlands, Switzerland, and fourteen others — have never fluoridated their water. The conversation has moved from conspiracy to court ruling. Hydroxyapatite is what teeth are made of. It remineralises without the neurological risk profile. That is where oral care is heading.
Oil Pulling — The Ancient Morning Ritual
Oil pulling is one of the oldest practices in Ayurvedic oral care — used for over 3,000 years and increasingly validated by modern research. The practice involves swishing one tablespoon of pure, cold-pressed coconut oil in the mouth for 10 to 20 minutes first thing in the morning, before eating or drinking anything. The lauric acid in coconut oil has well-documented antimicrobial action against Streptococcus mutans — the primary bacterium responsible for dental cavities — as well as against Candida species and other oral pathogens. Studies have shown oil pulling reduces plaque accumulation, supports gum health, and significantly reduces bacterial load in the oral environment. The oil acts as a vehicle to draw out bacteria, debris, and toxins from between teeth and along the gumline. After pulling, spit into a bin (not the sink — coconut oil can solidify in pipes), rinse with warm water, and then brush with your conscious toothpaste. This two-step morning ritual — oil pulling followed by mineral-based brushing — is one of the most complete, low-cost, and genuinely effective oral care protocols available. Pure cold-pressed coconut oil is all you need.
Miswak — the traditional chewing stick from the Salvadora persica tree — has been recommended by the World Health Organisation for oral hygiene and contains natural silica, tannins, alkaloids, and vitamin C that collectively support gum health, reduce plaque, and provide documented antimicrobial protection. Its integration into modern toothpaste formulations bridges thousands of years of traditional oral care wisdom with contemporary ingredient science.
“Oral health is not separate from systemic health. What touches your gums, absorbs through your oral tissue, and enters your body twice daily is part of your internal environment — worth choosing with the same care as anything else you consume.”
What you use daily,
becomes part of your internal environment
Your toothbrush reaches further than your teeth.
Choose what it carries with full awareness.
Awareness over overwhelm · Clarity over confusion · Conscious choices over blind consumption