This toothpaste keeps teeth and gums healthy while eliminating bad breath with montmorillonite, a natural cleaning agent. No surfactant, blowing agent, perfume or sweetener is used. Montmorillonite is a kind of clay that is not harmful to the body, used in beauty care since ancient times. In fact, Cleopatra used it for beauty treatments and also there is evidence indicates that even colorful parakeets eat it. Montmorillonite has many benefits. For example, because it has negatively charged ions that attract positively charged ions such as food debris and plaques, it can remove them without using surfactant to make foams. In addition, it can also eliminate bad breath. This technology is also used in pets’ refreshers and is safe even if licked. After cleaning and trapping bad breath, montmorillonite turns into thin film veil that covers the teeth, preventing dirt from sticking.
In addition, only carefully selected types of montmorillonite from different areas of Japan are blended to create the best balance. As a result, the toothpaste has a high water retaining ability and keeps moisture in the mouth. The focus on this ingredient is also expressed on the packaging. Inspired by the way montmorillonite “traps” the dirt and smell, the packaging is designed as if the product is wrapped around it.