In our industry, the least basic thing you can do is to be basic.

Oral care has become more complicated than it needs to be. Instead of doing what works, our industry has become obsessed with adding features, extra steps and made-up ingredients with made-up names. All to sell you more stuff you don’t need, more often than you need them. We believe in a basic approach to oral care. One where a toothbrush is a toothbrush, a toothpaste is a toothpaste, and where simplicity outperforms complexity.

No triple action, no diamond crystals and no gimmicks designed to charge you more for the same clean. 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.

We’re The Humble Co., born in Sweden from a simple idea by a dentist who believed oral care could be done better – for people, and for the planet. It all started in 2013 with one small innovation: a bamboo toothbrush designed to replace plastic without compromising on quality. A small change that sparked something bigger.

What began as a mission to clean up the bathroom shelf has grown into a global movement for simpler, more basic care. Today, our products are found in over 70 markets and millions of bathrooms around the world – from toothpaste and floss to tongue scrapers and everyday essentials – all designed with the same belief that started it all: that good care should be good for you, and good for the planet. That’s basic.