Grin came about in 2013 following the growing demand for natural, chemical-free products. There were plenty of New Zealand made natural skin and beauty products in the market but not much choice in terms of toothpaste. The team spoke to marketing executive Olivia Sherrell about the business.

What is your company background, how did you start the business?

“We discovered that many toothpastes contained unnecessary chemicals such as Sodium Laurel Sulfate (SLS) which was especially concerning when we considered that mouths are highly absorptive, hence why some medications are taken under the tongue. Unable to find an effective, alternative that ticked all the boxes we worked with a New Zealand laboratory to produce a toothpaste that is 100 per cent natural and effective.”

What is the current product range and variants and how do these products stand out in the market?

“We have five core products, four toothpastes and one toothbrush.

  • Grin Whitening Toothpaste
  • Grin Cool Mint Toothpaste
  • Grin Kids Toothpaste (available in orange or strawberry)
  • Grin Charcoal-infused bamboo toothbrush

“All of our toothpastes are 100% natural and each one contains three active ingredients to give customers a complete mouth clean whilst providing additional benefits such as teeth whitening or gum care. Our toothpastes are made in New Zealand from local ingredients where possible and they are free from SLS, artificial colours or flavours, sweeteners and animal cruelty.”

“Our Grin charcoal-infused toothbrush is different in that the bristles have been infused with activated charcoal which has been recognised for its antibacterial and detoxifying properties for thousands of years. Alongside brushing the activated charcoal helps to restore the natural whiteness of teeth, absorb toxins and keep bacteria at bay. The bamboo handle is also 100 per cent biodegradable.”

Has there been any recent company news?

“We are really excited to have recently launched our new 100% natural whitening toothpaste. It meets consumers growing interests in whitening and natural products which explains why it has proved to be so incredibly popular.”

What are the plans for the business moving forward, is there any expansion on the horizon? 

“We have a couple of new products in the pipeline that we are hoping to launch to market this year and we’re also expanding into international markets such as Australia and China. We have just returned from the Health and Beauty Expo in Shanghai which has been very worthwhile for us – watch this space!”

Where are your products currently available to buy, and are you looking at or wanting to expand your availability?

“Our products are available on our website, in health and wellbeing shops, dental clinics, pharmacies and selected New World stores. We would love to see Grin toothpaste available in more supermarkets nationwide.”