Every ingredient has a reason

If it is in the tube, it has to earn its place. That is the whole formulation brief. No SLS. No filler foam for the sake of a satisfying lather. No ingredient included only so it can appear in bold on the carton. And no abrasivity hidden behind a whitening claim.

Toothpaste abrasion is measured as relative dentine abrasivity (RDA) and relative enamel abrasivity (REA). ISO 11609 sets upper limits: RDA must not exceed 250, REA must not exceed 40. Industry rankings summarised in the Journal of the American Dental Association treat roughly 151–250 as high-abrasive, 70–150 as moderate, and below 70 as low. High-abrasive pastes are often sold as intense cleans. They are also the ones most likely to wear tissue you cannot grow back.

That is not marketing caution. An in situ study by Philpotts, Weader and Joiner found that a toothpaste with a high enamel abrasivity (REA 42.7) produced significantly more enamel wear than lower-REA pastes after four weeks of twice-daily brushing. Hamza and colleagues (2023) showed that pastes with high REA and high RDA wear enamel and dentin differently — and that RDA above 80 sits in the high-abrasion band on dentin. Eroded enamel, the kind left after soda or citrus, is even more vulnerable to a hard scrub.

Sensitivity Care and Everyday Erosion Care sit at RDA 40–50 — in the gentler band, built to calm sensitivity or remineralize after acid without stripping enamel. Staining & Tartar Removal is the more intensive tube at RDA 80–85, still well below the 151–250 high-whitening band. We put the number on the formula because you deserve to know how hard a paste works. Every ingredient added for a reason — including how much it is allowed to scrub.