Plaque factsWater with your brush works about as well as conventional toothpaste
A systematic review found brushing with water removes plaque as effectively as brushing with conventional toothpaste.
Read the review
Our passion
Toothpaste, reimagined
Formulated with all-natural plant fibers that replace the synthetic polymers in conventional toothpaste — now normal brushing removes more plaque, lifts more stain and whitens with less abrasion.
- Patented plant fiber technology
- Made in the USA
- Loved by Brooke Burke
Engineered to shineHow it works
The most innovative advancement in toothpaste formulation to truly help improve oral health since the introduction of fluoride several decades ago.
Our plant fiber powered network removes up to 7X more plaque, effectively lifts stains and gently whitens with less abrasion — and no harsh chemicals. Every brush feels closer to a professional cleaning.
- 7X
- more plaque removal
- Effective
- stain removal & gentle whitening
- 2
- peer-reviewed publications
- 0
- peroxides, SLS or parabens
The TRÜTH about plaque
Fluoride revolutionized toothpaste by helping prevent cavities and strengthen enamel. ENAMÜR is taking the next step: redefining what clean means.
Plaque removal used to only come from your brush — until now.
Plaque facts
Foam factsBig foam doesn't mean big clean
Toothpaste that quickly breaks down into a foamy saliva slurry adds no cleaning power. It can be so slippery it gets in the way of the brushing that actually helps remove plaque.
The ENAMÜR answerGet a grip on plaque
The plant fiber network mechanically grips and lifts plaque so your normal brushing removes up to 7X more — no antimicrobials, no harsh abrasives.
See the clinical studyThe TRÜTH about whitening
Why plaque removal is essential to a bright smile
Most of the visible stains you see (like from coffee, tea and wine) stick and attach to your plaque and biofilm.
SilicaThe sandpaper problem
Hydrated silica is ground quartz. At the high levels many leading whitening toothpastes use, it's like sandpaper on enamel — whitening at the cost of abrasion.
PeroxideEffective, but not gentle on enamel
Peroxide whitens but can cause sensitivity. Why bleach if you don't have to?
The ENAMÜR answerWhiter, without the wear
Stains live in the plaque and biofilm on your enamel. Remove more plaque and biofilm and the stain lifts with it — ENAMÜR delivers stain removal and whitening with minimal abrasion and no harsh chemicals.
See the whitening study
Plant fiber technology
Powered by nature, proven in the lab
01
Plant fiber is a functional ingredient, not a synthetic polymer
Our patented technology builds a linked network of microfibrillated cellulose — plant fibers from sustainable forestry, never chemically processed and undetectable to your senses.
02
Grips plaque and boosts your brush
Where synthetic polymers and slippery surfactants let plaque slide, the fiber network grips, causing normal brushing to lift up to 7X more plaque and biofilm.
03
Made and tested in the USA
Manufactured in the USA and tested by third party, independently controlled, and well-known dental testing facilities, with results published in peer-reviewed journals.
The TRÜTH
ENAMÜR vs. conventional toothpastes
| Compare | ENAMÜR | Conventional toothpastes |
|---|---|---|
| Cleaning technology | All-natural plant fiber powered network | Synthetic polymers |
| Brushing experience | Works with your brush to grip and lift plaque for more effective cleaning | High levels of surfactants — slippery and foamy |
| Plaque and biofilm removed | Proven to brush away up to 7X more plaque and biofilm | Little-to-no improvement over brushing with water alone |
| Whitening approach | Lower abrasion, no peroxide or bleaching chemicals | Conventional whitening toothpastes use higher levels of abrasive ingredients, peroxides, or both |
Loved by Brooke Burke
A wellness advocate who knows how important good oral hygiene is to your overall health
Television personality and wellness icon Brooke Burke understands how important good oral hygiene is to your overall health and wellness. She is the ambassador behind the question we started with: “Is your toothpaste currently really doing anything?”
Shop ENAMÜRWhat our customers are saying
People who switched notice the difference right away
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.
