The Toothpaste. Red Dot Image
The Toothpaste.
The Toothpaste.
Body care

The Toothpaste.

100 ml | £18
A safe toothpaste with remineralizing properties and cavity protection. Contains 12% hydroxyapatite – a modern, natural alternative to fluoride. It doesn’t just protect teeth, it rebuilds them, safer than fluoride – and without the drama. Bittersweet with a pinch of salt taste. 
Key powers
Untouched by fluoride&SLS or glycerin – just pure cavity protection
Restores enamel with hydroxyapatite, arginine & celtic salt
Soothes gums, gently whitens & supports fresh breath
Strong on teeth. Gentle on you.

Fluoride, we’re breaking up.

The biggest fluoride study confirmed its neurotoxicity. If enamel is 97% hydroxyapatite, why not make toothpaste with it? Hydroxyapatite + xylitol + arginine = remineralized enamel & cavity protection.
Research 1 | Research 2 | Research 3

Goodbye, plaque. Hello, safe whitening.

Arginine, Celtic salt, xylitol, kaolin, and baking soda gently remove plaque. Lemon oil, hydroxyapatite & baking soda for a naturally brighter smile.

Your smile’s bodyguard.

Protects enamel, fights sensitivity, and is safe even if swallowed.

AND IF YOU THOUGHT THAT WAS IT…

Mint, lemon & manuka 
Essential oils for long-lasting freshness. With a taste of sweet bitterness and a pinch of salt.
Eco-friendly packaging
Tube made from sugar cane.
Manuka power 
Fights over 60 types of bacteria, fungi & viruses.
PH 6.5-7.5
When your mouth drops below 5.5 pH, it turns into a party zone for bacteria that mess with your enamel (hello, cavities). Above 7.5? Not ideal either – that could mean other imbalances are kickin’ in.

OOOH. THESE INGREDIENTS AREN’T PLAYING GAMES.

Hydroxyapatite, xylitol & arginine 

Remineralize enamel & protect against cavities.

Arginine, xylitol & Celtic salt

Reduce plaque buildup.

Lemon oil, sodium bicarbonate & kaolin

Gently but powerfully whiten teeth.

Vitamin E & allantoin

For calm, happy gums.


Minty, bittersweet tastewith a pinch of salt

It’s nighttime, the world is asleep, and you’re having a solo spa moment… just you and your toothpaste. And manuka 😉

Manuka essential oil

Has a powerful antibacterial effect.

Hydroxyapatite, xylitol & arginine 

Remineralize enamel & protect against cavities.

Arginine, xylitol & Celtic salt

Reduce plaque buildup.

Lemon oil, sodium bicarbonate & kaolin

Gently but powerfully whiten teeth.

Vitamin E & allantoin

For calm, happy gums.


Minty, bittersweet tastewith a pinch of salt

It’s nighttime, the world is asleep, and you’re having a solo spa moment… just you and your toothpaste. And manuka 😉

Manuka essential oil

Has a powerful antibacterial effect.

Full ingredient list:

Water, Xylitol (prevents cavities), Hydroxyapatite (restores enamel and strengthens teeth), Arginine (reduces sensitivity and strengthens enamel), Kaolin (white clay, gently cleans and removes plaque), Sea Salt (mineralizes and improves gum health), Sodium Bicarbonate (baking soda, gently whitens and balances pH), Xanthan Gum, Carya Ovata (Shagbark Hickory) Bark Extract (antiseptic and supports oral microbiome), Mentha Spicata (Spearmint) Herb Oil, Allantoin (soothes irritation and calms gums), Leptospermum Scoparium (Manuka, antibacterial effect), Branch/Leaf Oil, Citrus Limon (Lemon) Peel Oil (helps reduce plaque), Tocopherol (Vitamin E, antioxidant), Brassica Napus (Rapeseed) Seed Oil (nourishes the mucosa), Carvone, Limonene, Pinene (natural pine compound, supports antibacterial protection).

Why it works.

A toothpaste should be safe, effective, and actually restore teeth. That means using ingredients that rebuild enamel, protect gums, and keep your mouth healthy – without toxins. We made a formula with zero unnecessary or harmful ingredients.
advantage0 advantage0
Remineralizes enamel
advantage1 advantage1
Strengthens teeth
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Supports gum health
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Shields against bacteria

HOW TO USE.

  1. 2-minute rule – don’t rush, your teeth deserve it.
  2. Sweep, don’t scrub – brush from gums to the edge, not back-and-forth.
  3. Flossing? Level up. Use an irrigator for a deep and gentle clean.
  4. Pick a soft or medium brush & go easy on the pressure.

A NOTE.

When I learned about fluoride’s toxicity, I went on a mission to find a natural toothpaste. But most were loaded with glycerin and had weak formulas—natural, yet not really doing much. Then I found out about hydroxyapatite, the mineral that makes up 97% of enamel and actually restores it.The catch? I couldn’t find a single toothpaste with hydroxyapatite AND no glycerin. So, I made one. And didn’t stop there—I added 10 more powerhouse ingredients to give teeth everything they need.
Alena, Founder of CREAMLY.

What people say about
The Toothpaste.

Rating
5.0
239 reviews

  • Salty, Creamy & a Kissable Finish

    The toothpaste is insanely good. It starts off a little salty, but then unfolds into this surprisingly pleasant taste — with a nice aftertaste too. It’s super creamy, so you get this lovely “enamel-hugging” feel. And the scent? Delicious. My husband even said kissing afterwards was extra nice 😁

    Tatyana

  • Love at First Brush and Self-Care in Cream.ly Style

    The toothpaste arrived — and oh wow, the packaging! 😍😍😍 I ran to brush my teeth right away, even though it’s only lunchtime 😁 The flavor? Totally unexpected — in the best way 😄 And the aftertaste? Love it 🔥 But the best part? That signature Cream.ly feeling: I’m treating myself with love and care, and I feel amazing about it ❤️

    Natasha

  • Hydroxyapatite Magic — Rare & Radiant!

    This formula is absolutely amazing — I’d even say it should cost at least €30, so thank you for making it this affordable. 12% hydroxyapatite? That’s generous! I’ve been looking for a hydroxyapatite toothpaste in Europe, but it’s still not well known, barely available, and tightly regulated. Xylitol and arginine are great too, and thanks to the natural extracts, I’d recommend it to patients with sensitive gums.

    Anastasia, dentist from Poland

  • Brushing Up on Childhood

    I got my toothpaste delivery and had to try it right away. And suddenly — flashback! I know this taste. It’s just like the one my grandparents used to have when I was little. I don’t even know where they got it — paste or maybe a powder? But that same salty, slightly bitter flavor brought it all rushing back. Now I close my eyes, brush my teeth… and I’m back in childhood.

    Svetlana

  • One More Joyful Ritual

    With so much joy I brush my teeth now — who knew it could feel this good? Thank you, my darlings, for making yet another little part of my life better ❤️❤️❤️

    Natasha

  • Like a Hug for Your Teeth

    The toothpaste is wonderful! ❤️ I don’t taste any bitterness — just a hint of saltiness. It’s hard to explain, but it feels so gentle — no harsh flavor, no rough texture, no discomfort after brushing. It’s like my teeth got tucked into a cozy blanket and gently put to bed. Just pure care, like with everything from CREAMLY ☺️ I’ll keep brushing and see the long-term results, but my first impressions? So lovely. Not that I ever doubted you ❤️

    Natalya

  • That Scent? Pure Obsession 🤩

    Girls, what kind of delivery magic is this?! How am I supposed to wait until evening to brush my teeth now? That scent — wow 🤩🤩🤩 And the packaging… the texture, the feel — I’m obsessed ❤️ I honestly don’t know how you keep pulling this off ❤️

    Kate

  • Smooth Like a Pro Clean

    💙 Just tried the toothpaste! Tastes lovely—and my teeth feel as smooth as after a professional cleaning 😌

    Svetlana

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