7X
More plaque removal
Clinically proven to remove up to 7X more plaque compared to a leading toothpaste brand — with normal brushing.
Read the study
ENAMÜR Advanced Plaque & Stain Removal Toothpaste
Cool PeppermintA cool Peppermint fluoride toothpaste that grips plaque and lifts stains with normal brushing. Every brush feels closer to a professional cleaning.
- Removes up to 7X more plaque than a leading toothpaste
- Effective stain removal & whitening with significantly less abrasion
- Fluoride anti-cavity protection · SLS-free · paraben-free · vegan · cruelty-free
7Xmore plaque removal
Effectivestain removal & whitening
USAmade & clinically tested
- Clinically proven: up to 7X more plaque removal
- Published in 2 peer-reviewed journals
- Low abrasion · gentle on enamel
- Patented plant fiber technology
- Made in the USA · SLS-free · vegan
As seen on
Why it works
Backed by science, not just smiles
ENAMÜR is powered by a patented plant fiber network that boosts your brushing experience.
Effective
Stain removal & whitening
Lifts coffee, tea and wine stains as well as leading whitening pastes — with significantly less abrasion and no peroxide or bleaching agents. Results without the grit.
Read the study
Patented plant fiber technology
People have cleaned their teeth with plant fiber chew sticks for thousands of years. ENAMÜR puts that idea under a microscope: a patented network of microscopic plant fibers grips and lifts plaque so your toothbrush can brush it away.
How it works
Be gone, plaque
Grip. Lift. Shine.
Most toothpastes rely on foam, surfactants and high levels of abrasive ingredients — and don't remove more plaque than your brush and water alone.1 ENAMÜR changes the mechanics of brushing.
01
Grip
A patented 3-D network of soft, microscopic cellulose fibers replaces the common synthetic polymers in conventional toothpaste and grips plaque and biofilm on contact.
02
Lift
Normal brushing with ENAMÜR mechanically lifts up to 7X more plaque — and the stains trapped in it — without antimicrobials, peroxides or high levels of abrasive ingredients.
03
Shine
ENAMÜR doesn't immediately break down at normal brushing speeds, and its low-foam, coconut oil-derived foaming agent keeps ENAMÜR working for the full two minutes. Spit. Rinse. Teeth feel professionally clean.
The proof
Third-party tested. Peer-reviewed. Published.
Our clinical study and FDA/ADA-standard lab testing were run by independently managed third-party dental testing facilities and published in peer-reviewed journals.
7X
more plaque removal
Up to 7X vs. a leading toothpaste · 82-adult clinical study
2
publications in peer-reviewed journals
Dentistry Journal 2023 · Journal of Dentistry 2024
3
leading whitening pastes matched for stain removal
With significantly less abrasion — and no peroxide
0
peroxide, SLS or parabens
Fluoride anti-cavity protection · vegan · made in the USA
Dentistry Journal · Dec 2023Journal of Dentistry · Jul 202482-person randomized controlled trial
The TRÜTH
What most others won't tell you
Brushing with water removes about as much plaque as brushing with regular toothpaste.1 The foam and flavor feel fresh — they just don't clean more.
| Compare | ENAMÜR | Regular toothpaste |
|---|---|---|
| Cleaning technology | Patented all-natural plant fiber network | Synthetic polymers |
| Plaque removal | Grips plaque · up to 7X more | Little to no impact beyond the brush alone |
| Foaming agent | Coconut oil-derived, low foam | Industrial surfactants (SLS)Quickly breaks down into a foamy saliva slurry |
| Whitening | Lifts stains with low abrasion, no peroxide or bleaching agents | High silica, peroxide or both |
| Evidence | Product-specific, peer-reviewed clinical study and comparative industry studies | Ingredient-level claims |
Seeing is believing
People notice the difference on the first brush
Straight from verified customer reviews. Hundreds of 5-star ratings and counting.
My teeth feel incredibly clean, and I have very sensitive teeth.
It leaves my teeth feeling so clean. The taste is great too!
It's mild, not that aggressive mint that makes your whole mouth burn.
The first thing I noticed was how clean my teeth felt after brushing.
This is magic in a tube!
So worth the money and my teeth has never felt cleaner and fresh.
Next up
More ways to ENAMÜR yourself
The travel pack is here and the fluoride-free formula is on the way. Same patented plant fiber technology, new formats.
Now availableENAMÜR tube plus a refillable travel size tube
The same clinically proven formula with a bonus refillable travel tube. TSA friendly, carry-on bag, gym bag, weekend bag, desk drawer — the cleaner clean goes where you go.
Coming soonFluoride-free with nano-hydroxyapatite
The same patented plant fiber network with nano-hydroxyapatite — for people who prefer it. Leave your email and we'll tell you the day it lands.
Good to know
Questions, answered
Everything about the plant fiber network, what to expect and how to brush.
What should I expect from brushing with ENAMÜR?
ENAMÜR stands up on your brush — it's a little sturdier than most toothpastes and won't sink into the bristles. The peppermint flavor is freshening, but not too strong. There will purposely be less foam at the beginning of the brushing cycle and more at the end of your brushing cycle (assuming at least a 2-minute brush), because ENAMÜR doesn't immediately break down into a saliva slurry. After you brush, spit and rinse, expect the cleaner clean you can truly feel — smooth teeth, closer to a professional cleaning. When you brush right before bed, you may notice your teeth feel cleaner than usual when you wake up.
What makes ENAMÜR different?
ENAMÜR replaces the synthetic polymers found in conventional toothpaste with an all-natural plant fiber network. This novel approach boosts the efficacy of your toothbrush and mechanically removes up to 7X more plaque and biofilm with normal brushing.
What is the plant fiber, and is it safe?
Soft, microscopic, all-natural cellulose fibers — microfibrillated cellulose (MFC). It's made by mechanically shearing structural cellulose fibers, not chemical processing, and has been extensively studied and used in food products. You can't feel, taste or see the fibers.
Source:Journal of Dentistry · Jul 2024 (abrasion, stain & fluoride study)
Are the fibers abrasive or harmful to enamel?
No. The fibers help remove plaque and stains mechanically without increasing abrasion. ENAMÜR is significantly less abrasive than most whitening toothpastes.
Source:Journal of Dentistry · Jul 2024 (abrasion, stain & fluoride study)
Manual or mechanical toothbrush?
Either. The clinical study demonstrating up to 7X more plaque removal used a manual brush, but mechanical brushes work well too. Use a generous bead covering the brush head; on small mechanical heads, consider reapplying at the halfway beep.
