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We created Grind with a few primary goals… 1) Change the narrative on charcoal toothpaste; 2) Take natural alternatives to fluoride mainstream; 3) Inspire you to brush more; 4) encourage you to Grind; and overcome whatever challenges are in front of you today! It began with a problem… Q) When fluoride is removed (e.g. Fluoride-Free), what's it replaced with? A) Usually nothing; and that's where we differ. We too could have stopped at “Fluoride-Free” but, that would be quitting! So we traded fluoride for two NATURAL alternatives (to strengthen); paired them with activated charcoal (to whiten); then we went completely extra by adding: Coconut Oil, Xylitol, Aloe Vera, Ginseng, Black Tea, Green Tea and Tea Tree Oil. The results... 27 ingredients; One revolutionary dentist recommended charcoal toothpaste. A natural whitener that helps strengthen enamel, combats cavities, freshens breath, soothes, moisturizes, polishes, cleans, protects, and improves gum health. The difference maker… We traded fluoride for Hydroxyapatite and Theobromine. If you're thinking "Hydro-what?" or "Theo-what?" you're not alone. These are some big words, but know this- they are both natural and backed by science to help with remineralizing enamel and potentially reduce the risk of cavities (Source: The National Institutes of Health). Best part… Grind allows you to whiten without worry. Our abrasion score (RDA score) is 79, which is on par with several sensitivity toothpastes. Yep, the daily Grind just got better. “The Grind” has commenced… We flipped the script and changed the narrative on charcoal toothpaste. #justthebeginning Follow the Science (Sources): Hydroxyapatite: PMCID: PMC4252862, 20 Nov 2014, NCBI, U.S. National Library of Medicine, National Institutes of Health. Theobromine: PMCID: PMC6823004, 17 Sep 2019, NCBI, U.S. National Library of Medicine, National Institutes of Health.