Fluoride by European guidelines
1000 ppm from the first tooth, 1450 ppm from age six, following the European Academy of Paediatric Dentistry (EAPD).
Kids’ oral care · from the first tooth
Brushing teeth as a tiny space mission.
Toothpaste with the right fluoride for every age, soft brushes, and Pip, a tiny alien who turns two minutes into an adventure. Morning and night.
- Fluoride and amount by age, on every tube
- No SLS, no sugar
- Free delivery from €40
Start here
How old is your child?
Pick an age and we’ll show how much fluoride, how much paste goes on the brush, and who does the brushing.
1000 ppm
fluoride in the paste
Amount: the size of a grain of rice (about 0.125 g, a thin smear)
Who brushes: A parent brushes, twice a day. Just wipe away the excess, no rinsing.
Mouthwash: not yet, only from age 6.
1000 ppm
fluoride in the paste
Amount: the size of a pea (about 0.25 g)
Who brushes: Your child brushes with you and you finish off. Spit, don’t rinse.
Mouthwash: not yet, only from age 6.
1450 ppm
fluoride in the paste
Amount: from a pea up to the length of the brush head (0.5 to 1 g)
Who brushes: Your child brushes alone while you keep an eye on it, until at least age 7.
Mouthwash: yes, supervised, at a different time from brushing.
Toothpaste
The planets grow with your child.
Three pastes, three stages. The cap colour is the age colour, and fluoride and amount are printed on the front, not in small print on the back.
For kids
Two minutes. Four planets.
Pip’s timer splits brushing into four 30-second zones: top left, top right, bottom left, bottom right. When Pip has visited all four, a planet lights up on the calendar. Thirty days, sixty planets.
Runs in the browser, on a phone propped up in the bathroom. No app, no sign-up.
Start the mission
One character, a whole universe
The same Pip on the tube, on the wall and in your hand.
Same head, same eye spacing, three freckles per cheek and little white boots. On the pack, the bathroom poster, the calendar, the shipping box, and as a 7 cm figure that comes in the kit.
- Tube and carton
- Bathroom poster
- Mission calendar
- Shipping box
The best way to start
Launch kit
A kraft box printed with planets and toothbrushes, with everything for the first thirty days inside. Choose your child’s age and you get the paste with the right fluoride level and the right brush size.
- Paste for your child’s age (Luna, Venus or Saturn)
- Pip toothbrush in the right size
- Mission calendar with 60 stickers
- A 7 cm Pip figure, only in the kit
€15.90paste, brush and calendar from €11.97 separately, figure only in the kit
Choose an age and orderFor parents
No small print.
Amount drawn, not described
A grain of rice or a pea, on the tube and on the page, at real size.
Full ingredient list
The INCI list on every product. No SLS, no sugar, no colourants.
The legal warning, visible
Where the law requires a fluoride warning, we show it in full instead of hiding it.