Developed by three investors with ties to the dental industry with the aim to break into the world of luxury toothpaste and teeth whitening products.

The investors had extensive knowledge in their field, but needed a creative strategy to build their brand to ensure it would compete with established luxury brands. audits were carried out against their main competitors, gaining an understanding of what was already being offered on the market, and more importantly, what wasn't.

From here, development began to create a brand that stood for luxury, sustainability, and elegance. 

​

​