Better & Better, the New York oral-care company founded by Serbian-American entrepreneur Vladimir Vukićević, launched Nourish Olive Oil Toothpaste on 20 October. The formula combines organic extra-virgin olive oil with hydroxyapatite, calcium and baking soda, and is designed for teeth, gums and the whole oral microbiome.
The olive oil comes from partner Psyche Olive Oil: early-harvest organic Koroneiki olives, cold-extracted on a single estate in Messenia, Greece. The Olive Mint flavour is free of fluoride, SLS, titanium dioxide and artificial preservatives.
"We've been hard at work developing something new and unique," said Vladimir Vukićević, CEO. "We hope you enjoy it!"
Nourish costs $19.99 per 3.4 oz tube. It is sold on Better & Better's website and arrives on Amazon on 9 November.