It's not just about what goes into Waken that makes it special. It's also about what we leave out. 

1. EFFECTIVE, SCIENCE-LED RESULTS
We use ingredients backed by clear science to deliver oral care that genuinely works.

2. QUALITY INGREDIENTS
We prefer naturally derived ingredients, complemented by safe, effective synthetics when they improve performance or comfort. No harsh ingredients (think alcohol, SLS and more), artificial colours, or unnecessary additions, just thoughtful choices.

3. ALWAYS TRANSPARENT
We openly share what goes into our products and why. We’re honest, clear, and ready to answer any questions.

4. THOUGHTFUL PACKAGING
We choose recycled, recyclable, and renewable materials wherever possible. Our packaging is designed to be as thoughtful as the products inside.

5. EMPOWER THROUGH KNOWLEDGE
We love questions and challenges. Understanding leads to better choices, yours and ours.

6. KIND TO ANIMALS
Always vegan and cruelty-free. No exceptions.

7. NEVER STOP IMPROVING
We continuously explore and innovate to deliver better care for your smile and the planet.

8. ORAL CARE YOU’LL ENJOY
We make oral care you’ll look forward to using, because great oral care shouldn’t be a chore.