British oral care challenger Mighty has made its debut, claiming a category first for its refillable toothpaste dispenser and 100% microplastic-free refills.
Available from Mighty’s website, the dispenser (£9) is available in Coral, Minty Blue and Mighty Blue variants – all made from recyclable plastic and post-consumer recycled plastic. They were “designed to look good on any bathroom counter”, the brand said.
Refills of English Mint Toothpaste come in bundles of 3x50ml (£18). Packed in bio-based material, the paste is made with natural flavouring. It uses natural whitening enzymes, rather than the typical titanium dioxide, “for a healthier, more natural, effective clean”. It is also free from sodium lauryl sulfate, which has been linked to mouth ulcers and canker sores. Each refill lasts for about 40 days.
Starter packs of dispenser and one refill are priced at £15.
The brainchild of Native Snacks founder Charlie Bowker, Mighty’s mission is eliminate the global number of single-use toothpaste tubes – billions of which end up in landfill or the ocean each year. The brand’s dispenser offered “a simple, effective alternative without asking consumers to change their daily habits”, it said.
The oral care category had “been stuck in the dark ages for too long”, said Bowker, the brand’s CEO. “We started Mighty because we were fed up with the insane amount of single-use plastic and the harmful chemicals in traditional toothpastes. We knew there had to be a better way, so we created one.”
Mighty’s launch comes at a buoyant time for smaller players in oral care. Value sales in grocery soared 61.8% last year for sonic toothbrush challenger Ordo, while mouthwash maker Waken registered a 35.5% value gain for its core range [NIQ 52 w/e 7 September 2024]. The toothpaste from plastic-free startup Pärla grew its top line 10.5%.
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