Before Purifying Toothpastes will retail online at beforecompany.com for $10 and $12 via a subscription-based model and will be available in three variations at launch (Sensitive, Whitening and Classic).

Products will be available in Canada and the US.

“As an entrepreneur at heart, I’ve embarked on many creative business ventures and have a true passion for building unique brands,” said Steve Thorp, co-founder and CEO of Before. “The self-care industry is one that I’ ve always had an affinity for. We identified a white space for toothpastes that have clean ingredients, incredible taste and look beautiful, but perform like traditional toothpastes with dental approval. Before is a lifestyle brand that speaks to a health-conscious conscious whoapp living, exploring the world and taking care of it. Before celebrates the people, places and stories that inspire us all to be our best and do our best.”

All of Before’s purifying toothpastes are free from SLS and “fake” flavoring. The products incorporate coconut oil, mint oil and aloe extract. A custom blend of sodium fluoride and quality ingredients helps to fight cavities, tooth decay and gum disease.

Before’s tubes are made of renewable plant-based sugarcane, making them 100% recyclable with 50% less carbon footprint than traditional plastic tubes, according to the company, which is earmarking 1% of sales to support social and climate causes under the BeforeCares Foundation.