Toothpaste is something we use every day, yet finding one that checks all the boxes — clean, effective, sustainable, and beautifully designed — feels like an impossible task. That’s the challenge Steve Thorp, the co-founder and CEO of oral care company Before, faced and set out to solve.
Oral care should be as good for your health as it is for the planet. Frustrated by the lack of options that met his high standards, Thorp created a toothpaste that doesn’t compromise.
At the heart of their product is a clean, safe formula featuring nano-hydroxyapatite (n-HA), an ingredient proven to remineralize and protect teeth. After years of research and development, Before developed a toothpaste that’s effective without the harmful additives found in many mainstream brands.
But Before didn’t stop there. The team tackled one of oral care’s biggest sustainability challenges — plastic waste. Every year, millions of single-use petroleum plastic tubes end up in landfills. In response, Before introduced North America’s first 100% recyclable, plant-based tube made from sugarcane.
In this interview, you will learn more about the story behind Before, the science behind their formulas, and their mission to make oral care better for people and the planet.
Your new toothpaste highlights innovation in oral care. What makes NanoXIM Hydroxyapatite revolutionary, and how does it compare to fluoride, which has been the industry standard for decades?
NanoXIM Hydroxyapatite is a breakthrough in oral care, offering a revolutionary way to strengthen teeth and support your oral microbiome. By mimicking the natural structure of enamel, it repairs microscopic cracks, remineralizes teeth, and restores a smooth surface. This innovative ingredient also reduces sensitivity, protects against cavities, and promotes overall oral health — all while being biocompatible and safe.
While fluoride has long been trusted to protect enamel and prevent cavities, NanoXIM Hydroxyapatite actively rebuilds enamel, supports tooth health, and works harmoniously with your oral microbiome.
Can you walk us through the research and development process that led to this innovation? Were there any unexpected challenges or breakthroughs?
The development of our first Fluoride-Free product began with sourcing the highest-quality Nano Hydroxyapatite from a company called Fluidnova in Portugal. Our team worked closely with our Lab to refine the formula, ensuring it supported the oral microbiome.
Throughout the R&D process, we focused on achieving the perfect balance between remineralization and safety for the mouth’s delicate ecosystem.
One unexpected challenge was optimizing the product’s overall performance and experience — ensuring it was effective while still providing a smooth, enjoyable brushing experience.
After extensive testing, we successfully developed a formula that not only strengthens teeth but also supports overall oral health and tastes incredible. This breakthrough is a significant advancement in oral care, and we’re proud to offer it as part of our commitment to healthier, more sustainable solutions.
Sustainability and clean ingredients are becoming non-negotiables for consumers. How does your product align with this shift, and what role does nanoXIM Hydroxyapatite play in achieving these goals?
Sustainability and clean ingredients are at the heart of everything we do. We’re committed to offering products that prioritize your health while protecting the planet.
Our toothpaste formulas are crafted with safe, clean ingredients, and we’ve taken significant steps to reduce our environmental impact. Our tube is made from 100% recyclable, plant-based sugarcane, a renewable resource, creating a 50% smaller carbon footprint compared to traditional tubes. n-HA (nano-hydroxyapatite) offers fluoride-free consumers a clean and biocompatible ingredient that is showing promising results in enamel remineralization and sensitivity results.
This advancement is a big leap forward for fluoride-free users who are looking for advanced enamel protection.
Toothpaste is something people use daily but rarely think much about. How does your brand aim to reframe oral care as not just routine but an experience or even a priority?
Oral care should be more than just a daily routine — it’s an opportunity to prioritize your health. Your mouth microbiome is the second largest to the gut, and they are directly connected.
It’s surprising to us that so many people who are focused on healthy living still use toothpaste filled with harsh ingredients like SLS, parabens, and artificial flavors. Those harsh ingredients kill good bacteria and cause many mouth health-related issues. You might drink green juice, work out, and take probiotics, but if your toothpaste doesn’t align with those values, it’s time for a change.
What are your future plans for growing and expanding your brand?
We’re working hard to expand our presence in more retailers across Canada and the USA, making our clean, sustainable toothpaste more accessible to everyone. We’re also excited to offer more fluoride-free options and have some fun new flavors in the works that we can’t wait to share! Stay tuned for more innovations as we continue to grow and bring mindful oral care to even more people.
