We’ll spend twenty minutes researching a face serum.
We’ll choose a hand wash because we love the ingredients, the fragrance, the bottle — and, if we’re being completely truthful, how good it looks beside the sink.
We invest in beautiful towels, considered skincare, candles and products that turn an ordinary bathroom into a space that feels intentional.
And then we reach for whatever toothpaste happens to be on special.
It’s a little strange when you think about it.
Because toothpaste isn’t something we use occasionally. It’s something we put in our mouths, twice a day, every single day.
Maybe it deserves a little more consideration.
Oral care is having its skincare moment
For years, skincare has encouraged us to look beyond the front of the bottle.
We’ve learnt about active ingredients. We research formulations. We question what is — and isn’t — included. We choose products based on what we actually want them to do.
Now that same curiosity is making its way into oral care.
People are beginning to look beyond “Does it clean my teeth?” and ask better questions.
What ingredients are in my toothpaste?
Why are they there?
What does the formulation actually do?
And is the product I use every morning and night aligned with the way I choose everything else in my routine?
For us, premium oral care isn’t simply about beautiful packaging or a higher price tag.
It starts with the formulation.
So, what actually makes a toothpaste premium?
A beautiful tube can sit nicely on your bathroom bench.
But what's inside it matters considerably more.
When we created Restore, we approached toothpaste differently. Rather than beginning with what was traditionally expected from a toothpaste, we looked closely at the ingredients we wanted to use — and the ingredients we didn't believe were necessary for our formulation.
Restore is formulated with carefully selected ingredients including:
nanoXIM® nano-hydroxyapatite
A form of hydroxyapatite — the mineral that makes up the majority of tooth enamel — used in Restore to support enamel remineralisation and help reduce tooth sensitivity.
Chicory root
A source of prebiotic inulin included as part of our considered approach to the oral microbiome.
L-Arginine
An amino acid selected as part of Restore's oral-care formulation.
Green tea extract
A botanical ingredient chosen to complement our considered approach to everyday oral care.
Just as importantly, Restore is formulated without fluoride, SLS or essential oils.
Every ingredient has been considered as part of the formulation rather than added simply because that's how toothpaste has always been made.
Designed by dental practitioners — not just a beauty brand
There is another distinction that matters to us.
Restore wasn't created by a beauty company deciding toothpaste should look better in your bathroom.
It was founded and formulated by Australian registered dental practitioners.
That means aesthetics were never going to be enough.
We wanted a toothpaste we genuinely wanted to use ourselves — one where formulation, ingredient selection and the everyday experience of brushing were considered together.
And yes, we also wanted it to look beautiful sitting beside the sink.
Because we don't think you should necessarily have to choose between the two.
Your bathroom products say something about what you value
The products that have traditionally earned pride of place on the bathroom bench tend to be skincare, fragrance, candles and beautifully designed hand wash.
Toothpaste?
Usually hidden in the drawer.
But perhaps that is changing.
Oral care is becoming part of the broader conversation around wellness and considered daily routines.
And when you think about how often you use toothpaste, it makes sense.
Your cleanser might touch your skin once or twice a day.
Your toothpaste is part of a ritual you will repeat thousands of times over the coming years.
Choosing it thoughtfully doesn't seem excessive.
It seems surprisingly logical.
The new bathroom status symbol
So, move over, hand soap.
Premium toothpaste might just be the new bathroom status symbol.
Not because toothpaste needs to become another luxury purchase for the sake of it.
But because premium should mean considered.
Considered ingredients.
Considered formulation.
Considered design.
And a little more thought given to one of the most repeated routines in our lives.
We created Restore because we believed toothpaste deserved that level of attention.
Perhaps the next product worth researching isn't another serum.
Perhaps it's the one you put in your mouth twice a day.