Toothpaste, Reimagined

ENAMÜR revolutionizes toothpaste by merging nature with human ingenuity. Its soft plant-based fibers replace the typical synthetic polymers found in most toothpaste. ENAMÜR enhances mechanical plaque removal, removes stains and whitens with less abrasion, and promotes better overall oral health.

The TRÜTH About Most
Regular Toothpastes

Toothpaste has not evolved much since introducing fluoride. Plaque removal comes from brushing, not paste. Many brands use SLS or foaming agents for feel. Foam and flavor feel fresh but add little to cleaning power. That is finally about to change.

A hand holds a blue toothbrush under a running faucet in a white sink

Plaque Facts

Plaque removal with your toothbrush and water is just as effective as using your toothbrush with regular toothpaste!  Don’t just take it from us: here is an article from The Journal of Clinical Periodontology.

Person brushing teeth with a blue toothbrush, white toothpaste foam visible

Foam Facts

Lots of foaminess with a big saliva slurry mess does not contribute much to plaque removal and cleaning. It can be so slippery it can actually inhibit the mechanical cleaning action of brushing.

Smiling woman in a bright bathroom holds a tube of Enamūr toothpaste

Get A Grip On Plaque

ENAMÜR revolutionalizes toothpaste AND brushing efficacy. Its plant fiber-powered network significantly enhances mechanical removal of plaque with normal brushing and without antimicrobial additives, high levels of abrasives or harsh chemicals that can wear down enamel or cause sensitivity. Dentistry Journal.

TRÜTH About Stain Removal And Whitening

ENAMÜR mechanically removes stains and helps whiten your teeth as well as leading whitening toothpastes, and avoids high levels of abrasive ingredients and harsh chemicals that can wear down enamel or cause sensitivity.
Journal of Dentistry

Hands gently pour fine quartz sand onto a growing pile

Silica, or hydrated silica, is a common functional ingredient in toothpaste. It typically comes from quartz sand. At low levels it acts as a thickener and forming agent that can also help stabilize other ingredients.

Two hands on a light wooden surface, one holding sandpaper, gently smoothing the wood

At higher levels, hydrated silica is more abrasive. More silica means more abrasion (think sandpaper). Many whitening toothpastes use higher levels of silica to achieve stain removal and whitening effects.

Brown bottle labeled "Hydrogen Peroxide" beside a clear beaker with liquid and a pipette in a bright

Hydrogen peroxide and peroxide variants are also commonly used in whitening toothpastes. While they can be effective whitening agents they can also cause some sensitivity. Why put a whitening chemical in your toothpaste and mouth if you don’t need to?

Why Plaque Removal Is Important For A Bright Smile

Most of the visible stains seen on teeth are imbedded in the layer of plaque and biofilm growing on the surface of your enamel, not directly on the enamel.  The removal of more plaque and biofilm can result in the removal of more stains.  When plaque and biofilm build up, more stains are visible and the foods you eat and drink can begin to influence the color of the plaque buildup (such as dark brown from drinking coffee and tea).

Split image of a smiling person’s lower face, with the left side showing yellowed teeth and the right side showing whitened teeth
Tube of Enamür Peppermint toothpaste stands on a surface alongside a glass, toothbrush, folded towel, and potted plant

The TRÜTH

ENAMÜR uses a plant fiber-powered network

OTHER TOOTHPASTES USE SYNTHETIC POLYMERS

ENAMÜR grips plaque for more effective brushing and cleaning

OTHER TOOTHPASTES USE INDUSTRIAL SURFACTANTS which are slippery and foamy

ENAMÜR is proven to brush away up to 7X MORE PLAQUE​

OTHER TOOTHPASTES HAVE LITTLE-TO-NO IMPACT on brushing away plaque

What Our Customers Are Saying

People who switched to ENAMÜR truly noticed the difference right away!

  • Eric TeDuits

    Eric TeDuits

    DDS, MS

    STAR STAR STAR STAR STAR

    I never expected such a difference — ENAMÜR made my teeth feel noticeably cleaner. With so little innovation in toothpaste over the years, this is a real game changer!

  • Michelle Garsha

    Michelle Garsha

    CEO, Biotech / Diagnostics & Innovation

    STAR STAR STAR STAR STAR

    Absolutely phenomenal toothpaste — I felt the difference immediately. My teeth stay cleaner for hours, look whiter. Truly in a league of its own.

  • Hailey Peterson

    Hailey Peterson

    Aveda Hairstylist

    STAR STAR STAR STAR STAR

    I absolutely love this toothpaste — saw remarkable results within a week! The mint is just right, not overpowering. 10/10 would recommend.

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    ENAMÜR toothpaste is designed for everyday use. Please follow the instructions for use provided on each tube and carton.

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