Remember when Tom's of Maine felt revolutionary? Those days are long gone. The natural personal care landscape has evolved dramatically, with innovative brands reimagining everything from deodorant to dental floss. While Tom's deserves credit for helping launch the natural products movement, today's alternatives offer more sophisticated formulations, genuinely sustainable practices, and frankly, better results.
We're charmed by the origin story of this Sacramento-based brand, founded by two artists who named their company after their pets. Their deodorant cream reads like a carefully curated recipe, featuring strategic ingredients from odor-fighting probiotics to precisely chosen essential oils.
These folks aren't just talking about sustainability – they're rewriting the rulebook. After creating the first-ever compostable deodorant tube, they've continued pushing environmental initiatives forward. Their wind-powered facility tracks waste metrics with scientific precision, and even their shipping materials reflect deep consideration of supplier ethics. We're particularly impressed by their employee practices: living wages, generous PTO, and incentives for eco-friendly commuting showcase how personal care brands can catalyze broader social change.
Why we like Meow Meow Tweet
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Artist-Founded Innovation
Unique perspective brings creativity to sustainable personal care
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Industry-Leading Sustainability
First-ever compostable deodorant tube and wind-powered facility
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Ethical Business Practices
Demonstrates commitment to employee welfare and environmental responsibility
I won this in a giveaway. I love how long it lasts. They are also another sustainable brand. They curate makeup that does use any plastic. The lip pencils arrive in this small little card box. It appears to be recycled material. The founder created this company with the intention of making products that are non wasteful. I love how the color appears on my lips. It is so nice and pretty.
: Elevating Bathroom Counters Everywhere
Most celebrity beauty ventures make us roll our eyes, but Moon Oral Beauty breaks this pattern. This collaboration between entrepreneur Shaun Neff and Kendall Jenner has produced some genuinely innovative oral care products. Their water flosser transforms a typically clinical device into something that wouldn't look out of place in a design museum.
The brand's formulations skip artificial flavors and common irritants, opting instead for ingredients that both clean and comfort. Their approach transforms everyday dental routines into something more akin to a high-end skincare ritual – minus the eye-watering price tag. We're intrigued by how they've addressed common user frustrations with traditional oral care products, proving that good design can make dental hygiene less of a chore.
Why we like Moon Oral Beauty
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Design Excellence
Transforms clinical devices into aesthetic bathroom accessories
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Clean Formulations
Avoids artificial flavors and common irritants
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Accessible Luxury
Delivers high-end experience at reasonable price points
Waterflossers are great but not always convienent and take up a lot of space. This looks nice and compact, and travel friendly as well!
: The Silicon Valley Approach to Dental String
When a dentist and a business strategist sister duo decide to revolutionize dental floss, interesting things happen. Their Apple Cinnamon Dental Floss features an ingenious loofah-inspired weave of 500+ filaments that puts traditional floss to shame. The addition of coconut oil transforms an typically joyless task into something almost – dare we say it – pleasant.
The Cu sisters bring their respective expertise to every aspect of product development. Their innovative approach has earned them multiple Cellerant Best of Class Hygiene Awards, suggesting we're not the only ones impressed by their reimagining of this dental essential. Their use of recycled water bottles as a material source demonstrates how waste reduction can coexist with product excellence.
Why we like Cocofloss
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Innovative Design
500+ filament weave revolutionizes flossing effectiveness
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Award-Winning
Multiple Cellerant Best of Class Hygiene Awards
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Sustainable Materials
Uses recycled water bottles in production
So much better than simple mint flavored floss and the coconut material makes it perfect for getting all gunk out of your teeth
Who gave FLOSS the RIGHT to taste so good? Like, why am I looking forward to flossing? The dentist who invented this gave the people exactly what they wanted. Apple cinnamon, at night? Talk about a sweet treat. <3
: The Packaging Revolutionaries
Through 100+ iterations of product development, Huppy has cracked the code on truly sustainable oral care. Their dental floss exemplifies their obsession with creating zero-waste alternatives that actually deliver results. Founded by David Phan, the brand channels 2% of revenue into sustainability initiatives – though we're more impressed by their rigorous ingredient sourcing standards.
The brand's elegant design approach makes their eco-friendly products feel less like a compromise and more like an upgrade. Their reusable containers and compostable packaging demonstrate how thoughtful design can make sustainable choices more compelling to mainstream consumers.
Why we like Huppy
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Iterative Excellence
100+ product iterations ensure optimal performance
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Revenue Commitment
2% of revenue dedicated to sustainability initiatives
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Zero-Waste Innovation
Pioneering truly sustainable oral care solutions
: Breaking Natural into Big Box Stores
Native's success in major retailers proves natural deodorant can compete with conventional brands without sacrificing integrity. Their coconut and vanilla deodorant showcases how plant-based formulations can deliver reliable performance. Their methodical approach to scaling – perfecting formulations before expanding distribution – has helped maintain product quality during rapid growth.
We're fascinated by how Native has managed to maintain their ingredient standards while achieving mass-market success. Their trajectory offers valuable insights into how natural personal care can transcend niche market status without compromising its core principles.
Why we like Native
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Mass Market Success
Proves natural products can compete at scale
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Quality Maintenance
Maintains high standards despite rapid growth
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Strategic Scaling
Smart approach to expansion while preserving integrity
The only natural deodorant in all the land that actually works
: Reimagining Toothpaste from Square One
Lindsay McCormick's kitchen experiments have evolved into a zero-waste oral care empire. Bite's whitening gel demonstrates how conventional products can be completely reimagined in sustainable forms. Their appearance on Shark Tank brought mainstream attention to the possibility of plastic-free personal care.
The brand's focus on solving genuine consumer problems, rather than simply creating eco-friendly alternatives, has driven their success. Their ability to scale while maintaining environmental commitments suggests a promising future for sustainable personal care innovation.
Why we like Bite
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Innovative Problem-Solving
Completely reimagines conventional products
2
Zero-Waste Pioneer
Leaders in plastic-free personal care
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Consumer-Focused
Prioritizes solving real user problems
: Where NASA Tech Meets Natural Ingredients
Boka's Ela Mint Nano Travel Size n-Ha Toothpaste reads like a science experiment in the best possible way. By incorporating nano-hydroxyapatite – a material NASA developed for astronaut bone health – they've created a natural product that outperforms conventional options.
Their recognition of oral-systemic health connections drives product development beyond surface-level concerns. We're particularly interested in their success in mainstream retail channels, which suggests consumers are ready for sophisticated natural alternatives backed by solid science.
Why we like Boka
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Space-Age Innovation
Incorporates NASA-developed technology
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Science-Backed Results
Delivers superior performance through advanced formulation
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Holistic Approach
Recognizes broader oral-systemic health connections
The Future of Natural Care
The landscape of natural personal care has evolved far beyond Tom's of Maine's early vision. These brands demonstrate how sustainability, effectiveness, and innovation can coexist in modern personal care products. From zero-waste packaging to space-age ingredients, each company brings unique solutions to age-old problems. The future of personal care looks increasingly natural, sustainable, and – most importantly – effective.
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