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Hello Products Toothpaste Makes Progress With Natural Formulation, Minimalist Packaging

March 29, 2018: 12:00 AM EST

Oral care in the U.S. is dominated by three well established brands, Colgate, Crest and Sensodyne, but some smaller brands are getting traction. Hello Products has a natural formation without triclosan, an FDA-banned antibacterial chemical, or saccharin. Both of its non-fluoride and fluoride versions are also be without glutens, parabens, microbeads, artificial flavors, and dyes. Packaging is simple and striking. The adult toothpaste has a minimalist black tube with white lettering. The company claims to be the #2 natural toothpaste product and this year expects sales of $20 million.[Image Credit: © Hello Products]
Amy Feldman, "Taking On The Toothpaste Giants: How One Entrepreneur Built A Fresh $20 Million Brand", Forbes, March 29, 2018, © Forbes Media LLC
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