Clean + Conscious Awards 2024. Best Personal Care. Celebrating products in Australia & NZ which are Non-Toxic, Ethical, Sustainable and Socially Responsible.

About28 Functional Oral Care – Oral Cleanser Toothpaste

FINALIST
Best Personal Care 2024

$38.00

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Formulated with vitamins, probiotics and 10% hydroxyapatite mineral, About28 Oral Cleanser Toothpaste gently whitens, strengthens and reduces sensitivity. This fluoride-free toothpaste features a mild wild mint and citrus flavour, making it safe to swallow. Gut-friendly and environmentally conscious, it is suitable for all ages.

Clean Ingredients / Materials
Formulated with excellent clean ingredients.
About28 prioritises ethical practices as their only standard of practice, with their products proudly manufactured in Australian laboratories where workers are treated with respect and fair compensation. They use non-toxic and clean ingredients, such as nano-hydroxyapatite, sourced with strict guidelines in mind to prioritise consumer safety. Independent testing is conducted to ensure product claims are accurate, even when not legally required and their formulations are cruelty-free, vegan, palm oil-free and fluoride-free to reduce their ecological footprint and prioritise consumer and environmental well-being.
At About28, sustainability is a core focus integrated into every aspect of their operations. The brand recognised the environmental impact of traditional toothpaste tubes and sought to offer a more eco-friendly alternative. Their toothpaste tubes are made of biodegradable bio-resin, which is curbside recyclable and reduces their carbon footprint by 15%. Additionally, About28 practices local fulfillment, with orders being delivered by a small team to minimise emissions and engage in local environmental clean-up efforts. The brand is committed to continuous improvement, with plans to transition to 100% home-compostable shipping packaging by March 2024.
About28 is focused on promoting safe and natural oral care as a mainstream option. They engage with the community by offering free dental advice at local markets and expos, with a particular emphasis on the mouth-body connection and maternal oral health. The founder also advocates for oral health through podcast appearances, aiming to educate consumers on selecting safe products. About28 supports underrepresented groups by partnering with local women and small businesses for economic empowerment. They prioritise supporting small businesses through their shipping service and also contribute to disaster relief efforts, such as donating oral health supplies to flood victims in Far North Queensland. Furthermore, they have a global impact by launching the 'SmileSafari' initiative to deliver oral health promotion to children in isolated villages in Zimbabwe starting in March 2024.

Expert Reviews

Amelia Davatzis


I like the bright colour of the tube and the graphics on the product – It really pops! It has a screw lid which I found open and closed with ease. The toothpaste is quite thick to squeeze out, I liked that this allowed me to only use a small amount each time. It has a very nice flavour and texture. After reading the information provided, it sounds like About 28 is making an amazing effort and considerate steps to minimise their impact as a company! I LOVE that their tubes are biodegradable and that they even consider not doing postal pickups but rather walking or bike riding. Even right down to the final details of creating their packaging to be fully compostable. I also love their advocating for early oral care through maternal health for children!

Corrine Sultana


Finally, a toothpaste that makes my mouth feel like it has been properly cleaned! I love this product, from it’s usability to taste and packaging. I also appreciated the Australian manufacturing and independent testing with a focus on sustainable packaging.

Alena Turley


Love how it looks, love how it feels. This is a great product and I find it really refreshing to see the use of different scents and herbs in toothpaste. It has a reassuringly thick consistency too. Fabulous to see nutrition and hygiene coming together in this natural product. Using essential oils in daily personal care is a passion of mine – not only for the fact that it encourages awareness of the power of natural remedies but also reduces the toxic load on the environments that our water flows into. Love seeing the focus on ethical production practices too.

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