FAIRLADY

Change the world with your morning brush

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Earthy Toothpaste Tablets save water, create zero waste, avoid colourants going to the ocean and help feed and clean the teeth of underprivileged communities. Imagine doing all that by the time you head to work in the morning.

You’ve probably never thought about this, but when you’re squeezing out a line of toothpaste the way the people in the commercials do and running a stream of water over it, consider this: where is your empty toothpaste tube going once you’re done? How many of them are going the same way? What does toothpaste do to the ocean, where it ultimately ends? And how long does that large tube you buy REALLY last?

If you don’t have all the answers, don’t worry – Earthly Co. has done it for you and came up with a solution to a problem you probably didn’t know you had, but that is pressing down on the shoulders of the world in a big way.

First, how does it work?

Earthly’s Toothpaste Tablets are a toothpaste formula made without water that’s been pressed into a tablet-like form. To use them, pop a tablet into your mouth and bite down, letting your saliva help break it down into a paste. Then brush using a toothbrush. That’s it!

But why tablets?

We’ve rounded up the details for you:

Plastic-free, zero-waste and eco-friendly, these toothpaste tablets are the sustainable oral care solution you’ve been looking for. The packaging is 100% reusable and recyclable in perpetuity as it contains only glass, aluminium and paper.

They deliver the same oral health benefits as traditional toothpaste found in tubes, but without messing with Mother Earth.

The product is 100% manufactured in South Africa. Even the charcoal in the Charcoal Whitening range is made from crushed macadamia shells that is a local by-product, instead of palm oil leaves, which is the main source for the charcoal in other toothpaste brands. 

You know exactly how long your toothpaste tablets will last. Each bottle contains exactly 45 days’ worth of brushing twice a day. Your traditional toothpaste tube lasts on average 28 days.

The product is fully certified by South Africa’s National Regulator for Compulsory Specifications (NRCS). Don’t worry if you don’t know what that means, just know that most other toothpastes in South Africa are not.


What’s more, for every bottle sold Earthly Co. donates R2,00 to the 500kperday initiative (which is enough for one meal package) as well as a toothpaste tablet. Run by Outside the Bowl Africa (a non-profit producing highly nutritious meals that provide 85% of required daily nutrition as certified and endorsed by the World Food Bank) the 500kperday initiative aims to provide meals to 500 000 kids each and every day.

The above fact may sound like standard corporate charity. But before you brush it off, consider this: The average basket size of a lower-income family in South Africa is R45 per week – and that does not include toothpaste.

Earthly Toothpaste Tablets are available in five ranges:

  • All Round Protection in Cool Mint
  • Herbal Protection in Fresh Mint
  • Kids All Round Protection in Strawberry
  • Charcoal Whitening in Cool Mint.
  • Sensitivity Prevention in Fresh Mint

Earthly Toothpaste Tablets will be available online and in a store near you soon. In the meantime, find out more about them here: earthlycorporate.com, earthlytoothpaste.com, and 500kperday.com.

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