“Natural” and “organic” are everywhere in oral care these days, but the truth is those words can mean wildly different things depending on who’s talking. There’s no single global rulebook, and each certification body sets its own bar. In other words, one brand’s “natural” could be another brand’s “nice try”. For something as important as toothpaste, where you want both safety and real results, it pays to read beyond the front label.
So, what does “natural” usually mean?
In the world of toothpaste, “natural” tends to signal formulas that skip certain synthetics: artificial colourants, harsh preservatives, or foaming agents like SLS. You’ll often see botanical extracts, mineral powders, and essential oils making an appearance. Sounds lovely, but because the term isn’t regulated consistently, two “natural” toothpastes can be poles apart in both performance and gentleness.
What should you prioritise instead?
Labels are handy, but your priority should be whether the product actually does the job—day in, day out, without upsetting teeth or gums. A well-balanced toothpaste ought to:
- Help prevent cavities and keep enamel strong
- Freshen breath and keep plaque under control
- Use thoughtful ingredients that are safe for daily use
Why we still back fluoride
Fluoride is one of the most researched ingredients in dentistry. Regular use helps remineralise enamel and cut the risk of decay, which is why dentists and public-health bodies around the world continue to recommend it. At Waken, we include fluoride because it works and because protecting your teeth shouldn’t be a gamble.
Our approach: nature meets science
We think oral care should feel good, taste good, and actually be good for you. So we combine carefully selected ingredients with high levels of naturally derived content, measured using the international ISO 16128 standard, then pair them with proven science. The result? Formulations that are gentle, effective, and a pleasure to use. No hand-waving, no half-measures, just proper care for your smile.
Because when it comes to looking after your teeth, the real question isn’t “Is it labelled natural?” but “Was every ingredient chosen with care and purpose?”
Don’t just clean. Care.