The Sophisticated Era of Oral Care Is Here

This September sees the launch of Laro, a new brand introducing the next generation of premium oral care products. By combining pharmaceutical-grade science with potent natural ingredients and sustainable business practices, Laro is set to bring conscious luxury into daily personal care routines.

Laro’s product line is notable for being plastic-free, SLS-free, and fluoride-free. While fluoride is recognised for its effectiveness at preventing tooth decay, Laro has chosen to exclude this ingredient due to concerns about potential health risks and environmental impacts. Instead, Laro incorporates a variety of natural ingredients known for their dental benefits, with hydroxyapatite—a naturally occurring mineral that mimics tooth enamel—serving as the hero ingredient. This mineral alternative provides comprehensive protection and care, offering benefits similar to fluoride while being gentler on sensitive teeth and gums.

Laro’s choice to use SLS-free formulations is also advantageous for those with sensitive teeth and gums, as SLS can strip away the mouth’s protective lining, leading to irritation and sores. SLS-free formulas are gentler and help preserve the natural balance of saliva, which is essential for maintaining a healthy oral environment.

The launch of Laro’s signature collection begins with the Naturally Whitening Toothpaste and Koh-i-Noor Coccola Toothbrush, soon to be followed by the microbiome-friendly Active Mouth Rinse in October. The Naturally Whitening Toothpaste is formulated with naturally derived ingredients such as pineapple enzyme for gentle stain removal, lemon oil for combating discolouration, and white clay for antimicrobial cleansing. Nano-hydroxyapatite ensures all-around oral care and protection, while the refreshing flavour of wild mint, lemon, and bergamot oils leaves a pleasant aftertaste.

Affectionately called Coccola, meaning ‘hug’ or ‘cuddle’ in Italian, the Koh-i-Noor Coccola Toothbrush is designed to gently but effectively clean the teeth without damaging the gums. With its smaller head and a longer handle, this toothbrush makes it easier to reach the teeth at the back of the mouth compared with the standard toothbrush design. Handmade in Italy, the Koh-i-Noor Coccola Toothbrush is crafted from natural animal fibres and a cellulose acetate handle. The handle features an attractive pattern and a hand-polished finish, and is available in three colourways, including Classic Tortoiseshell, Garden Green, and Honey Yellow.

Designed to be used in conjunction with Laro’s Naturally Whitening Toothpaste, the microbiome-friendly Active Mouth Rinse targets odor-causing bacteria and supports beneficial oral bacteria. Formulated for comprehensive oral care, this new mouthwash promotes overall well-being and reaches areas that brushing might miss. It also features the signature wild mint, lemon, and bergamot flavour.

Setting Laro apart from other dental care brands is its beautifully designed packaging, which not only elevates any beauty shelf but is also sustainable. Every component is plastic-free and 100% recyclable via conventional household methods.

Laro’s commitment to sustainability extends beyond its products. To further its commitment to environmentally friendly practices, the brand has partnered with Greenspark to engage with charities such as The Plastic Bank, which is focused on turning plastic bottle pollution into empowering income for communities. Thus, each purchase of a Laro product supports responsible consumption, reduces plastic waste, and aids communities in need.

Laro products are available from larolondon.com, with prices ranging from £8.99 to £17.99. Information regarding a US launch is yet to be announced.