NEW YORK — BEFORE, the emerging oral-care brand redefining an everyday category through wellness, innovation and sustainability, today announced its national launch at Whole Foods Market stores across the United States. The milestone significantly expands the brand’s retail footprint and brings its growing portfolio of toothpaste and mouthwash products to consumers nationwide.
BEFORE is challenging conventional notions of oral care by approaching it as an extension of modern wellness rather than a clinical necessity. The brand combines elevated design, innovative flavors and clean, high-performance formulations to create a more engaging oral-care experience.
The company has attracted support from a notable group of investors, including actor and entrepreneur Owen Wilson and television personality and entrepreneur Kaitlyn Bristowe.
"Oral care is one of the most widely used product categories in the home, yet innovation has remained limited for decades," said the company. "Our launch at Whole Foods Market marks an important step in making thoughtfully designed, effective and sustainable oral-care products more accessible to consumers across the country."
BEFORE’s product portfolio is designed to provide consumers with a choice between fluoride and fluoride-free formulations without compromising performance. The assortment includes products made with nano-hydroxyapatite, a mineral that closely resembles the composition of tooth enamel and helps support remineralization.
All products are formulated without SLS, SLES, PEGs, GMOs or parabens and are vegan and cruelty-free.
The brand is also focused on advancing sustainability within the oral-care category. BEFORE introduced what it describes as North America’s first 100% recyclable, plant-based toothpaste tube, made from renewable sugarcane and manufactured with a significantly lower carbon footprint than traditional plastic tubes. Its Brilliant Breath MouthWash is packaged in a plant-based, plastic-free bottle designed to be compostable at home.
The initial assortment now available at Whole Foods Market includes:
- Fluoride-Free MellowMint Toothpaste
- Hydroxyapatite SuperMint Toothpaste
- Brilliant Breath SuperMint MouthWash
- Brilliant Breath MellowMint MouthWash
As interest in holistic wellness continues to grow, oral health is increasingly becoming part of broader conversations around self-care and preventive health. BEFORE aims to meet that demand with products that combine science-backed ingredients, sustainable packaging and elevated consumer experiences.
