Inspired by a “less is more” approach to oral care, company introduces a fluoride-free formula designed for those seeking a simpler, more intentional brushing experience.
MENIFEE, Calif.—Davids Health Sciences, Inc., today announced the launch of Davids Hydroxi Whitening + Enamel Health Clean & Fresh Unflavored Toothpaste, the newest addition to the company’s Hydroxi™ portfolio, expanding the brand’s fluoride-free oral care offerings for consumers seeking ingredient-conscious, high-performance toothpaste without unnecessary additives.
Davids Fluoride-Free Unflavored Nano-Hydroxyapatite Toothpaste. Photo courtesy of Davids Health Sciences, Inc.
The launch reflects a broader shift in consumer wellness, as more people embrace ingredient transparency, simplified routines and products that prioritize function over excess, the company stated. Consumers are increasingly choosing products that deliver exceptional performance while eliminating unnecessary complexity and sensory stimulation. Hydroxi Unflavored extends that same philosophy into oral care by pairing advanced dental science with a deliberately minimal formulation. As consumers rethink what belongs in their daily wellness routines, Davids is bringing that same philosophy to oral care.
Modern life is filled with constant stimulation, from notifications and fragrances to flavors and endless sensory input. This new toothpaste was created for consumers who believe not every daily ritual needs to be stimulating. Rooted in Davids’ “Less is More” campaign, the launch embraces thoughtful restraint as the ultimate expression of clean, effective oral care. Whether preserving the taste of morning coffee or simply seeking a more intentional daily routine, Hydroxi Unflavored delivers advanced oral care without unnecessary sensory distraction.
“Consumers don’t always want more from their wellness routines, they often want less,” Eric Buss, founder and CEO of Davids Health Sciences, said in today’s press release. “Hydroxi Unflavored reflects that shift. We created a toothpaste that removes everything that doesn’t need to be there while delivering the advanced enamel support, whitening performance and clean ingredients people expect from our Hydroxi technology. It’s high-performance oral care built around intentional simplicity.”
Powered by the company’s proprietary Hydroxi nano-hydroxyapatite technology, the new fluoride-free formula helps remineralize and strengthen enamel while supporting whitening and plaque removal, expanding the Hydroxi portfolio with a thoughtfully formulated option for consumers seeking a simpler approach to oral care and a more intentional brushing experience.
Hydroxi is Davids’ proprietary nano-hydroxyapatite technology inspired by the natural mineral composition of tooth enamel. The biomimetic ingredient helps support enamel remineralization, whitening and plaque removal while providing an innovative fluoride-free approach to everyday oral care.
The new toothpaste’s features include:
Science-Backed Performance
- Proprietary Hydroxi nano-hydroxyapatite technology
- Helps remineralize and strengthen enamel while supporting whitening and plaque removal
Clean Formula
- No added flavors or essential oils
- Fluoride-free
- SLS-free, sulfate-free and vegan
- No artificial colors or preservatives
- EWG VERIFIED
- Leaping Bunny Certified
Thoughtful Design
- Recyclable metal tube with food-grade protective lining
- FSC Mix certified carton packaging
- Made in the USA by a family-owned independent oral care brand
Davids Hydroxi Whitening + Enamel Health Clean & Fresh Unflavored Toothpaste is available at davids-usa.com for $9.95. For more information, visit davids-usa.com.
