‘Hello’ oral care line makes debut

MONTCLAIR, N.J. — Startup Hello Products LLC has launched what it calls the first "seriously friendly" oral care line, dubbed hello.

The company said Wednesday that the product collection, sporting a unique, minimalist look created by BMW Group DesignworksUSA, includes a toothpaste, mouthwash and breath sprays — all with no harsh chemicals, artificial colors, alcohol or sweeteners.

All hello products come in four flavors: Supermint, Pink Grapefruit Mint, Mojito Mint and Sweet Cinnamint. The formulas are billed as "99% natural and 100% nice." The line also includes toothbrushes.

Plans call for hello products to be available nationwide in Walgreens, Duane Reade and select Target stores, as well as online at drugstore.com, starting in mid-March, the company said.

"With so many brands talking about killing and fighting, we thought it was time to unleash products that explored the friendly side of oral care," stated Craig Dubitsky, founder and chief executive officer of hello. "Our 99% natural products bring all of the performance and none of the pain, and they taste — and look — incredible."

Featuring a unique dispensing cap that the company said makes loading your toothbrush a fun experience, hello toothpaste features fluoride and is designed to strengthen and whiten teeth while reducing the effects of acid erosion and tartar buildup. It is free of ingredients such as triclosan and stannous fluoride. The toothpaste also is made with a special type of silica that gently and safely polishes stains off teeth and doesn’t contain harsh chemical whiteners like hydrogen peroxide, or the extra grit that other toothpastes use to whiten teeth, the company noted.

Hello mouthwashes, meanwhile, are alcohol-free and work with the body’s natural defenses to wash away bad-breath germs and deliver long-lasting, fresh breath, according to Hello Products. The bottles also feature a "swig-or-pour" flavor ring.

The breath sprays feature colorful, curvy packaging and twist-to-lock functionality, making it easy for on-the-go users to tote and locate in purses or pockets. And the bright toothbrushes have handles made with recycled polypropylene and a biodegradable corn resin, a material that Hello Products said feels great to hold and is eco-friendly.

"Looking across the oral care aisle, we realized that the charge for establishing the design DNA of hello products was form and function, but also the formation of a philosophy around the notion of ‘friendly,’ " Dubitsky added. "So we approached the design process by exploring how these products can live in your life in a more pleasing way. We feel like hello can make personal care feel personal again."