The Swedish oral care brand The Humble Co. introduces the term “Ungredients” and launches a list of ingredients they have chosen to exclude for the sake of their customers. The initiative highlights eleven common ingredients in the oral care industry that are unnecessary or potentially harmful. The Humble Co. calls them “Ungredients” and aims to educate the public on what these substances actually do - and why there are better alternatives.
The bleaching agent hydrogen peroxide, the synthetic stabilizer poloxamer, and the foaming agent sodium lauryl sulfate are some of the ingredients featured on the list.
“The giants in our industry have long taken shortcuts, often for economic gain but rarely for the sake of the customer. We are one of the few companies in the field that actively excludes PFAS and PTFE, and with Ungredients we continue to avoid substances our competitors include. It’s time to show there’s another way to do oral care - and this is our way of demonstrating that, by actively choosing to leave out harmful and unnecessary additives,” says Patrick Verkland, CEO of The Humble Co.
The bleaching agent hydrogen peroxide, the synthetic stabilizer poloxamer, and the foaming agent sodium lauryl sulfate are some of the ingredients featured on the list.
“The giants in our industry have long taken shortcuts, often for economic gain but rarely for the sake of the customer. We are one of the few companies in the field that actively excludes PFAS and PTFE, and with Ungredients we continue to avoid substances our competitors include. It’s time to show there’s another way to do oral care - and this is our way of demonstrating that, by actively choosing to leave out harmful and unnecessary additives,” says Patrick Verkland, CEO of The Humble Co.
As proof that they will never use these ingredients, The Humble Co. has printed new packaging featuring “Ungredients” - the first ingredient list showing what is not included in their products. The list marks the start of a long-term commitment to fewer unnecessary ingredients and will continue to grow in the future. At ungredients.com, visitors can explore the different substances and see what The Humble Co. uses instead.
“Many of the ingredients used in traditional oral care actually serve no purpose for dental health but are there for economic reasons. Several can also cause irritation in the mouth and have other side effects. It’s positive that a brand is raising this issue and helping consumers understand what they are actually brushing their teeth with,” says Tanya Zangana, dentist at Dentme.
About Ungredients
“Ungredients” is an evolving list of ingredients commonly found in oral care products such as toothpaste and teeth whitening but that The Humble Co. has chosen to exclude. The list currently consists of eleven substances: hydrogen peroxide, sodium lauryl sulfate (SLS), parabens, titanium dioxide, propylene glycol (PG), polyvinylpyrrolidone (PVP), poloxamer, EDTA (ethylenediaminetetraacetic acid), carrageenan, triclosan, and calcium carbonate.
About The Humble Co.
We’re The Humble Co., a Swedish oral care brand that believes in a basic approach to oral care - one where a toothbrush is a toothbrush, a toothpaste is a toothpaste, and that’s exactly what makes them better. Basic products that make your mouth clean, and make you feel good. Our products are good for you, and good for the planet. And if that’s called basic, then we’re more than happy to be. So basic.
