Luminous White TM Toothpaste

Want whiter teeth in just two weeks? Try a natural way to whiten.

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Natural Lip Care

Refresh rough
and dry lips


Baby Care

Feel good about
every ingredient
you touch.

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No animal testing

What's inside?

Explore the role of natural ingredients in our products.
Learn more about all ingredients »

Our standard

From ingredients to packaging, our Stewardship Model guides every decision we make.
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Meet our 2015 50 States For Good Program recipients.

Thank you for the many inspiring entries this year! See which organizations received a shared sum of more than $1,000,000 and who nominated them.

Meet the Winners »

Giving back

10% of our profits are donated to human and environmental goodness.
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Brush 'em up with the "Silly Brushing Song"

Bring a new beat to the bathroom sink with our #SillyBrushing music video!
Click here »


Protect Their tomorrows

take the Less Waste challenge »

Respect for nature

Lightening our environmental footprint is an important goal.
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Recycling matters

Maximizing recycled content is a priority in our product packaging.
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Our Company

Explore the
Goodness Report.

We believe in healthy, human and environmental goodness.

See our values in action »

Trusted since 1970

Good people making effective, natural and sustainable solutions for over 40 years.
See our journey together »