NoWa in 30 seconds

Our mission

As a sustainable oral care brand, we make sustainable oral care the obvious choice — not the expensive one. We design dentist-formulated, plastic-free products that out-perform legacy brands while costing about the same. Then we give half our profits back to the planet.

Shop the range How NoWa began

2020 Founded in the UK, after a plastic cap washed up on a beach in Spain

50% Of annual profits go to environmental charities

0g Plastic in any NoWa product or its packaging

2,378 Verified customer reviews, averaging 4.8 out of 5

Founder story

How NoWa Began

I was on a beach in Spain with my two-year-old son when a plastic toothpaste cap washed up at our feet. He picked it up. I watched him hold it, and I realised our morning routine — the one I had never thought twice about — was ending up exactly here.

I went looking for an alternative when I got home.

Plastic-free oral care existed, but the options were either fluoride-free (a non starter for many dentists) or three times the price of the supermarket brand most UK families actually buy.

That gap is why NoWa exists. Premium sustainable care, made affordable

Y Yogi Founder, NoWa

In our own words

Meet the people behind the tin.

Since 2020

What we built

We launched in 2020 with toothpaste and mouthwash tabs in a refillable aluminium tin — formulated to give UK customers a real choice between fluoride and fluoride-free. Because the tablets are dry, we ship more product in less packaging and a fraction of the carbon. One small tin replaces months of plastic tubes and bottles.

We followed with an Aluminium toothbrush with a replaceable head (so the handle stays, only the bristles cycle), bamboo dental floss, and a disclosing tab in single-dose form. Every product is designed to be used, refilled, and eventually composted or recycled — never thrown.

Our 50% pledge

We Put The Planet Before Profit

We put our money where our mouth is; when we say we put the planet before profit, we mean it.

✓ 50% of our annual profits go to environmental charities

✓ We reduce your carbon footprint by planting a tree with every subscription

✓ All of our products are sustainably sourced, cruelty-free, and vegan

✓ We only use zero-waste packaging that can be sent back to us to recycle

Unwavering, in every part of how we operate.

Our dedication to reducing our impact is unwavering. We apply this principle to every facet of our operations, from using water-free methods in tablet production to sourcing only the finest ingredients.

Choose from our selection of toothpaste products that are packaged in environmentally-friendly materials such as endlessly recyclable aluminum or fully compostable packaging. We are proud to be partnering with Terra-Cycle to offer recycling options for our customers.

The toothpaste tablets are free from fillers and harsh chemicals such as Fluoride. Additionally, they are 100% vegan and non-GMO.