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  • New Brands

    New DTC Brand Before Uses Plant-Based Packaging for Toothpaste





    Brand Ethos




    the unwash review

    The Canadian-based brand, Before, is set on innovating personal care products with better ingredients and sustainable packaging. Before packages their toothpaste in plant-based materials that are completely recyclable, one of the first brands to do such for oral care products. Items that are daily necessities, such as toothpaste, that are being purchased at a high rate are also being thrown out and ending up in landfills just as frequently. Before is hoping to change this and offer an alternative that doesn’t lack the feel of using traditional toothpaste. The brand equally focuses on thoughtful formulation to eliminate ingredients such as sodium lauryl sulfate and flavoring agents. Before states that quality and sustainability are the two most essential elements that went into creating their product line. The brand’s toothpaste is meant to enhance your daily life while lowering your environmental footprint. 

    “From a granular level of cleaner ingredients, incredible taste through to user experience, environmentally conscious packaging materials and visual aesthetics, we put every element of toothpaste under a microscope and reinvented how it should feel to brush your teeth.” – Jamie Collins, Before Co-Founder

    The brand’s simple product line offers three different toothpaste options, classic, whitening and sensitive. Before focuses on using naturally derived ingredients such as coconut oil, peppermint oil, and aloe extract to help fight cavities and provide flavoring. Before is cruelty-free and does not test on animals. The toothpaste is packaged in a plant-based sugar cane tube that creates 50% less carbon footprint than plastic packaging. The bottles and caps are entirely recyclable. With all recyclable products, it is important as a consumer to ensure that your municipality will properly recycle these materials, and if not, TerraCycle is a great alternative.

    The company also has created the Before Cares Foundation, in which 1% of all revenue goes to help create opportunities to make positive environmental and community change. These initiatives include beach cleanups, protecting North American forests, and supporting social issues. Before is committed to making environmentally conscious changes to essential products and toothpaste is just the beginning. The brand states that there are other products in the works, and we’re excited to see everyday products being innovative to help consumers make a more conscious choice with their purchases.



    The brand’s product range focuses on nourishing and strengthening hair with people- and planet-friendly ingredients. The Aceite de Moska Scalp Oil and Guava Leave-In Conditioner are consumer favorites that leave your hair feeling soft, shiny, and restored. Ceremonia is helping its customers reclaim their beauty, embrace their hair type, and feel confident in their own skin.



    Uni is a design-driven refillable system for body wash, haircare, hand wash, and body serum. Focused on providing a sleek and elevated product, Uni makes choosing more sustainable options a streamlined process. Uni values transparency and quality by providing an EWG rating for their ingredients that are all reef safe.


    Rif Care

    Their 100% plant-based and biodegradable menstrual pads are carbon neutral by design. The brand uses leftover fibers from hemp oil production to create its premium product line. Regenerative hemp farming uses less water than cotton, grows without pesticides, and reverses the effects of climate change by capturing, securing, and storing CO2 in the ground to improve air and soil quality.