We’ve been trained to think that foam means clean. You see it in ads all the time, big bubbles, minty smiles and that satisfying froth that screams “fresh.” But here’s the thing... foam might feel good, but it’s not actually doing the hard work. And the ingredient responsible? That’s usually Sodium Lauryl Sulfate, or SLS. At Waken, we’ve chosen to leave it out. And here’s why.
What exactly is SLS?
Sodium Lauryl Sulfate is a synthetic foaming agent. You’ll find it in toothpaste, shampoo, body wash, pretty much anything that lathers up. Its job is to give you that bubbly texture, but that’s about it. Foam looks good, but it doesn’t clean your teeth any better. It’s just there for show.
Is more foam better?
Not really. High-foaming toothpaste doesn’t clean more thoroughly or protect your enamel any better than low-foam formulas. In fact, all that froth can actually trick you into thinking you’ve done a better job than you have. So you stop brushing sooner. Not ideal.
Why some people steer clear of SLS
SLS can be harsh. It’s known to cause dryness, irritation and even trigger mouth ulcers in people who are prone to them. If you’ve got sensitive gums or just want a gentler brushing experience, avoiding SLS can make a big difference.
So why do so many brands still use it?
It’s cheap. That’s the truth. SLS is easy to get, easy to use and keeps costs down. But cheaper isn’t always better, especially when it comes to something you’re putting in your mouth twice a day.
Our take: gentle foam that works
At Waken, we still want your toothpaste to feel good. So instead of SLS, we use plant-based alternatives that foam gently, without the side effects.
- Lauryl Glucoside: Derived from coconut and sugar. It creates soft, stable foam and helps spread ingredients evenly.
- Disodium Cocoyl Glutamate: Made from coconut oil and an amino acid. It’s gentle on the mouth and gives a satisfying clean without the sting.
You don’t need a bubble bath for your teeth
Great toothpaste isn’t about how much it foams. It’s about the ingredients that actually do the job, fluoride to protect enamel, enzymes to lift stains, and peppermint to keep things fresh. None of that needs loads of lather to work properly.
Clearly better care
We believe your oral care should feel good and do good. That means using effective, natural-origin ingredients without unnecessary extras like SLS. Because it’s not foam that keeps your teeth healthy, it’s the care that goes into every formula.
Don’t just clean. Care.