Back in 2013 with the surge of organic food and natural products Grin started to look at what's actually in toothpaste. Unable to find a toothpaste on the market without any added chemicals, they set out to make a new kind of toothpaste to treat our teeth and mouths to something better. They wanted to create a toothpaste different to the rest, one that is natural with no sodium lauryl sulfate, no added sugar, no preservatives, no artificial colours, no artificial flavours, no fragrance and no harsh abrasives. It was as much about what we were leaving out as what we were putting in.