Indie Oral Care Brand Tend To Introduce Dentist-Developed Toothpaste, Mouth Tonic

On Feb. 1, indie oral care brand Tend will introduce a dentist-developed toothpaste and mouth tonic. Tend Anti-Cavity Toothpaste ($12) and Tend Tonic ($28) are formulated to support the natural function of the mouth’s microbiome, according to the company.

 

Tend’s Anti-Cavity Toothpaste is similar to how a proliferation of high percentage AHA/BHA treatments led to broad over-exfoliation issues in skin care where consumers damaged their skin barriers., said the company. With an RDA score of 85 (this measures abrasiveness of the product), Tend’s anti-cavity fluoride toothpaste is textured enough to remove plaque and surface stains without damaging enamel, says Tend. 

 

Meanwhile, Tend Tonic is an alcohol-free dentist-designed sustainable rinse that cleans, freshens, rebalances and soothes the mouth, says the oral care company. The Tonic is packaged in two, plastic-free parts – a  refillable glass decanter and aluminum concentrate refills. 

 

Tend currently has 19 dental studios in New York City, Boston, Atlanta and Washington D.C., with plans to expand nationwide.