Before Oral Care

Before Company is a premium oral care brand focused on delivering high-performance, natural, and environmentally conscious products for everyday consumers. The company was founded with the mission of creating oral care products that people genuinely want to use—combining clean ingredients, effective formulas, and thoughtful sustainable design. Its flagship products include toothpaste and mouthwash, with a product line marketed under the Before brand. The company's Brilliant Breath Mouthwash is notably the world's first mouthwash packaged in a plant-based bottle, underscoring the brand's commitment to reducing petroleum-based plastic waste. Before's toothpaste line includes formulas featuring both sodium fluoride and nano-hydroxyapatite (n-HA), a next-generation remineralizing agent increasingly favored in dentist-recommended oral care. The n-HA Whitening Toothpaste is offered in a SuperMint flavor and is available in fluoride-free variants, catering to consumers who prefer non-fluoride options. The company positions itself in the premium natural oral care segment, targeting health-conscious consumers who care about ingredient transparency and environmental impact. After years of research and development, Before developed proprietary formulas using safe, natural ingredients designed to remineralize and protect teeth without compromising efficacy. A key differentiator is the company's pioneering use of North America's first 100% recyclable, plant-based toothpaste tube made from sugarcane, addressing the widespread environmental issue of single-use petroleum plastic tubes ending up in landfills. Before's products are available direct-to-consumer through its website and are also distributed via major retail platforms. The brand has garnered notable celebrity endorsements and testimonials from figures in entertainment, wellness, and business communities, lending it strong consumer-facing credibility. The founding team includes Co-Founder and CEO Steve Thorp, Co-Founder and CFO Kevin Shaw, and Co-Founder and CMO Jamie Collins, supported by a marketing director. The company is rooted in North America and targets the growing market of consumers seeking premium, clean-label personal care alternatives to conventional mass-market products.