Oral care might seem simple: brush, floss, rinse, done. But at Waken, we believe it can be so much better. Smarter. Gentler. More responsible. That’s why we created something we call the Waken Way, a more thoughtful approach to helping you care for your smile, your confidence, and the world around you.
Thoughtful about science—and results
Let’s start with the basics: oral care has to work. So every ingredient we use is backed by proper science. We include fluoride at precisely the right concentrations, 1450 ppm in our toothpaste and 250 ppm in our mouthwash, to help keep your enamel strong and protected, day after day.
For whitening, we’ve gone a different route. No harsh abrasives or hydrogen peroxide, just clever, naturally derived enzymes like papain (from papaya) and bromelain (from pineapple). They gently lift stains, so your teeth look brighter without the scrubbing or the sensitivity.
Thoughtful about ingredients
Every ingredient we use earns its place. We favour naturally derived ingredients wherever we can, but we’re not afraid of safe, effective synthetics when they genuinely make things better. What you won’t find in our formulas? No artificial colours. No SLS. No unnecessary fillers. And absolutely no alcohol in our mouthwash, because burning shouldn’t be part of your morning routine.
And here’s the thing: we welcome questions. You might not agree with every single choice we’ve made and that’s okay. We believe good conversations make us better. If you’re curious, ask. We’ll always be honest about what’s in the bottle and why.
Thoughtful about packaging (because the planet matters)
Every year, billions of oral care products go straight to landfill. We want to help change that. Here’s what we’re doing right now:
- Mouthwash: Bottles made from 100% recycled plastic (HDPE PCR).
- Toothpaste: FSC-certified cartons, tubes with at least 30% recycled plastic, and minimal caps for easier recycling.
- Floss: Made from recycled water bottles, with zero plastic waste in the packaging.
- Sonic Toothbrush: Recycled ABS handles, bioplastic heads, and bristles made from castor oil. Yes, really.
- Bamboo Brush: Sustainably sourced and naturally biodegradable.
We’re not saying we’ve nailed it, but we are saying we’re trying. We’re constantly exploring better materials and smarter solutions, and we’ll always be transparent about what we’re doing and why.
Thoughtful about animals
Every Waken product is certified vegan and cruelty-free. That means no animal ingredients and absolutely no animal testing. Simple as that. Because caring for your smile shouldn’t come at the expense of any living being.
Thoughtful about you
And finally, most importantly, everything we do is built around you. Our products are designed to be gentle, enjoyable and easy to use. Our communication is clear and honest. And we give you the info you need to feel empowered, not overwhelmed.
The Waken Way isn’t just a tagline. It’s how we do things, every single day. Because oral care can be better. And you deserve better.
Don’t just clean. Care.