Plastic-free oral care disruptor Pärla has bagged its third major listing in the mults, rolling its three toothpaste tubes into Holland & Barrett.
Enamel Protect, Bio Balance and Pro Whitening are now available in 250 H&B stores. A wider Pärla range of nine SKUs – including probiotic mouthwash tabs, copper tongue scraper and plant-based dental floss – has arrived on H&B online.
Unveiled in July 2025, the premium toothpaste tubes are packed in 100% aluminium – each variant “designed by dentists, with ingredients truly backed by science and created to elevate the aesthetic of your bathroom without plastic, SLS, artificial sweeteners or palm oil”, according to Pärla. Rsps range from £6.95 to £10.95.
Earlier this summer, Enamel Protect and Pro Whitening secured listings with Waitrose, while all three variants landed on Ocado. The H&B listing marks the first bricks & mortar presence of the full lineup.
Holland & Barrett was “the home of wellness”, said Simon Chard, who founded Pärla in 2019 with fellow dentists Rhona Eskander and Adarsh Thanki. The burgeoning brand continued “to drive forward its mission to be the category defining oral care brand in the UK and beyond”.
It comes after it kicked off its first-ever TV campaign in June. ‘Beautifully Clean Oral Care’ – running across Sky channels – explores the evolution of brushing teeth. It highlights the scale of toothpaste tube waste before positioning Pärla as a sustainable alternative.
The ad is the result of Pärla’s July 2025 win in the 2025 Sky Zero Footprint Fund of a campaign across Sky TV, supported by £200k ad spend from the broadcaster.
No comments yet