Oral care challenger Pärla has expanded its plastic-free portfolio with its first toothpaste tubes.
Enamel Protect (£6.95), Bio Balance (£9.95) and Pro Whitening (£10.95) are available now from the Pärla website and are scheduled to roll into Waitrose next month. Each was “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”, the brand said.
Enamel Protect boasts “four naturally sourced, high-grade stain removal agents”, while Bio Balance offers “a groundbreaking probiotic formulation masterfully designed … to provide microbiome-friendly oral care for gum health and fresh breath”. Pro Whitening “not only brightens your smile but also enhances enamel strength by up to 65%, reversing sugar and acid damage while aiding sensitivity concerns”.
Each variant is packed in a brightly coloured, 100% aluminium tube – which was “infinitely recyclable”, said the brand. It added that “75% of all aluminium ever created is still in circulation vs plastic that degrades into microplastics”.
The launch marked “a major milestone in our mission to create a plastic-free future for oral care, in a category where over 20 billion plastic tubes are used globally each year. It’s also a first for UK retail.”
It comes after a successful crowdfunding round for Pärla in late 2024. The brand smashed its £400k target, raising £449.6k from 140 investors.
Last year also saw value sales of Pärla’s toothpaste tablets grow 10.5% in grocery [NIQ 52 w/e 7 September 2024].
Founded in 2019 by dentists Rhona Eskander, Simon Chard and Adarsh Thanki, Pärla has about 38,000 online customers and is listed by the likes of Sainsbury’s, Waitrose and Boots. Its 100% plastic-free portfolio also includes mouthwash tablets and a compostable toothbrush made from bamboo.
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