About us


Most of us wouldn’t even give our teeth brushing ritual a second thought. When it comes to reducing plastic waste, bottles, straws, and food packaging often come to mind.


On average, we go through 300 toothbrushes in our lifetime — so imagine the staggering amount of toothpaste tubes we send to the landfill within that period?


Here’s the concept of NoWa was born and how it will revolutionise the way you brush…



Our Mission 


NoWa's mission is to accelerate the adoption of sustainable products by providing superior quality products which are affordable through innovation and challenging the status quo. NoWa's vision is to live on a planet that is sustainable, where companies to do not put profit before the planet, people or animals.  


How It Began


NoWa was founded after a chance encounter. I was on holiday in Spain with my 2 year old son on the beach when a toothpaste cap washed up onto my feet whilst me and my son were playing. Upon realising what this was I took it upon myself to change my lifestyle and look for more sustainable alternatives.


I soon discovered that these products already existed, but the only ones available were fluoride-free and extremely expensive. That’s when I realised that there was a need for premium quality oral care at affordable price points — without losing the eco-friendly aspect.

From here NoWa was born, I wanted to prove that people didn’t need to compromise between being sustainable and receiving high quality oral care; and that companies should be able to offer these at affordable prices enabling people to switch.

I researched and teamed up with experts in the dental industry, scientists, cosmetic scientists and carbon emission consultants to develop and design oral care products that addressed the main issues of quality, safety and price.



Moving Forward


Launching in 2020 we at NoWa, unveiled our oral care range with a tablet form of toothpaste and mouthwash which contained fluoride and could be stored in a reusable tin jar meaning that the total life and transport of these tablets was far more beneficial than even the existing eco friendly products in the market.

From there, NoWa designed and released a manual bamboo toothbrush with a twist. The bamboo toothbrush had a replaceable head so when a new one is needed there is less waste being created. The bristles were also carefully designed and innovated to be plant based (charcoal and bamboo) replacing the nylon bristles of other bamboo brushes in the market.


Discover Eco-Friendly Oral Care




  • 50% of our annual profits go to charities
  • We reduce your carbon footprint by planting a tree with every subscription
  • All of our products are sustainably sourced, cruelty-free and vegan



This is just the beginning. Continuing our work of innovation within this and other industries, NoWa will continues to make products accessible and affordable to more and more people, ultimately accelerating the advent of sustainable living and ethical capitalism. – that’s the future we want.