Better & Better is introducing olive oil toothpastes with Nourish, a formula combining organic extra-virgin olive oil with minerals designed to support tooth enamel. Drawing inspiration from Mediterranean traditions, the toothpaste incorporates naturally occurring antioxidants alongside hydroxyapatite and calcium, which help remineralize enamel. Baking soda also contributes to neutralizing acids that can weaken teeth, while the formulation emphasizes maintaining a balanced oral environment.
The olive oil comes from early-harvest Koroneiki olives grown in Greece and contains polyphenols and beneficial fatty acids. Available in Olive Mint, the fluoride-free toothpaste excludes SLS, titanium dioxide, and artificial preservatives. It launched October 20, 2026, for $19.99 per tube.
By combining botanical ingredients with mineral-based dental care, Better & Better could attract consumers interested in alternative oral hygiene products. The formula also expands the brand's wellness-focused portfolio.
Image Credit: Better & Better
Key Themes Behind This Trend
- Botanical Oral Care
- Plant-derived ingredients such as olive oil create room for premium toothpaste formats that merge traditional wellness cues with modern dental science.
- Fluoride-free Remineralization
- Mineral-based enamel support offers an alternative path for consumers seeking clean-label oral care without conventional fluoride formulas.
- Mediterranean Wellness Ingredients
- Regionally inspired components like Greek Koroneiki olive oil bring provenance, antioxidants, and lifestyle positioning into everyday hygiene products.
Where This Applies
- Oral Hygiene
- Toothpaste brands can differentiate through hybrid formulas that combine enamel-supporting minerals with recognizable natural ingredients.
- Natural Personal Care
- Clean-label beauty and wellness companies benefit from expanding into oral care with products free from SLS, titanium dioxide, and artificial preservatives.
- Functional Ingredients
- Suppliers of hydroxyapatite, calcium, polyphenols, and specialty oils gain relevance as personal care products become more nutrition-inspired.
