Sample Tubes Landing - Storybrand (2025)

Majedeh has spent over 20 years as a specialist formulation chemist, working with brands such as Sensodyne and Aquafresh. At Life Supplies, Majadeh's mission is to deliver high-performance oral care products using the finest natural, good-for-you ingredients.

“Life Supplies formulation is free from SLS and titanium dioxide, some of the harshest ingredients often found in supermarket brands”

Majedeh Mazraei (MChem)
Lead Formulator

Our 100% compostable refill pouches are made using sugarcane! Once the sugar is extracted, the pulp of the cane is made into a special paper that unlike traditional paper products is suitable for storing toothpastes. This material would have been bio-waste before we used it to package your toothpaste so it's a really sustainable choice!

Just top up your glass bottle, then put the empty pouch into your garden waste or home compost.

No compost? No problem. It’ll still break down safely in your regular bin without leaving any microplastics behind.

Your toothpaste shouldn’t feel like wallpaper paste. But most supermarket ones do – packed with fillers and artificial thickeners just to make them stand up on your brush.

These bulked-up formulas don’t clean better. They just leave a chalky residue in your mouth and stubborn streaks in your sink.

Our toothpaste doesn’t contain excessive artificial thickeners, so it’s smooth – like a serum. By avoiding bulk-adding thickeners, our paste is gentler on enamel, easier to rinse, and never leaves that chalky residue you often get from big-brand alternatives.

Top tip:wet your toothbrushbeforeyou apply our toothpaste, not after. This helps it cling to your toothbrush bristles and spread like a dream.

Would you brush your teeth with paint? Probably not. But most toothpaste is only white because of titanium dioxide – the same artificial dye used in white paint.

It doesn’t make your teeth whiter. It doesn’t clean your teeth better. It just makes your toothpaste white. The thing is, there’s no safe level for daily human intake of titanium dioxide.

We think you should have the choice to avoid unnecessary chemicals in your oral care routine. That’s why our toothpaste is colourless. No titanium dioxide. No dodgy dyes. Smiles all round.

You might assume all toothpaste is vegan – but sadly, you’d be wrong.

Many big-brand toothpastes contain animal fats, added to stop it sticking to the tube it comes in. What's more, these ingredients can dry out over time, leading to that hardened crust around the top of the tube.

At Life Supplies, we’re 100% vegan and cruelty-free. Our toothpaste uses only vegetable-derived glycerin – a natural humectant that keeps your toothpaste smooth and effective without any animal products.

This also helps to lock in moisture and prevent evaporation, so you won’t find any crusty, dried toothpaste buildup on your toothbrush or refillable pump.