Dentisse Launches Natural Reflection, First Natural, Premium Toothpaste

Dentisse Natural Reflection toothpaste is being promoted as the first natural, premium toothpaste that replaces common polishing ingredient silica with a first-of-its-kind refined clay.

Available now, the product contains kaolin clay, a highly purified white clay featuring "particles [that] have flat surfaces with microscopic ridges that polish teeth to a micro-smooth luster," according to the company.

Kaolin is a substitute for the silica used as a polishing and stain-removal ingredient in most toothpastes, including well-established natural brands like Colgate-Palmolive's Tom's of Maine .

"The environmental philosophy of Tom's of Maine should be applauded," Director of Sales and Marketing Steve Wilson said in an e-mail to "The Rose Sheet," in which he addressed Dentisse's unique proposition.

However, "[Tom's] main cleaning ingredient is silica, which is also used by 95% of the U.S. toothpaste market. Silica can often be abrasive on the teeth, especially in whitening products," he said.

Dentisse researchers identified kaolin clay as the best option to replace silica because it not only polishes teeth but whitens and is gentle on teeth and gums. Natural Reflection also contains bentonite clay to give the toothpaste a creamy consistency and natural peppermint oil for a "bold" flavor.

The product retails in specialty stores and online at ¹ dentisse.com for $16.99, a premium over Tom's of Maine's $3.69 price tag for Simply White .

Wilson believes consumers will be willing to pay more given the "observable difference" in their teeth. After two weeks of use, the product results in whiter teeth, less plaque and tartar build-up and long-lasting fresh breath, the firm claims.

Dentisse also markets a Natural Solution mouthrinse with ingredients baking soda and xylitol, as well as a lip balm. The firm is developing toothpastes "for specific oral conditions" as well as a kaolin-based chewing gum, according to Wilson.

- Eileen Francis