Toothpaste is obviously part of the collection. There will be one for sensitivity and one for strength: Sensitive Saltwater Toothpaste and Fortifying Mint Toothpaste. Beyond that, the four-product grouping includes a Sage Mouthwash and lip product called Labimint Acute Lip Care.
Before and after
To develop the oral care collection, the company partnered with dentists, and chose to formulate “with nourishing plant ingredients to soothe and fortify teeth and gums,” according to a press release about the line extension. And, like a lot of natural brands today Dr. Hauschka has a made-with-out list for the oral care products: fluorides and sodium laureth sulfate are not used in the new formulations.
Purported product benefits are typical for the category and include helping “maintain healthy teeth and gums, freshen breath, remove plaque, prevent tartar, and support overall oral health.”
Since development, the four oral care products have been 100% NATRUE certified. Natrue is a non-profit, based in Brussels, Belgium, that operates internationally and created the “NATRUE Label to guarantee the availability of the highest possible quality of Natural & Organic Cosmetics for consumers worldwide,” according to the group’s site.
Here and now
Dr. Hauschka currently sells skin care, body care, and color cosmetics. And an oral care line extension fits with the brand’s ethos. “We are thrilled to be entering into this new category,” Victor Morrison, CEO of Dr. Hauschka Skin Care, says in the company press release about the launch.
“As a brand who prides themselves on producing the highest quality natural skin care we are excited to enter the oral care market with the same quality offer. This expansion will enable us to offer more products to our existing fans and reach new consumers through the oral care category.”
The collection goes on sale next month on the company’s own ecommerce site, online and in stores at Pharmaca, as well as through select estheticians. Dr. Hauschka also retails at CVS, Whole Foods, and other similar shops.