5 Years of Natch: From the Idea of “Clean Toothpaste” to Bioactive Oral Care...
Why isn't there a toothpaste you can swallow without a second thought?
What sounds like a small detail was, for us, the starting point for something much bigger. Because behind that question lies a fundamental problem: why do we accept ingredients in our daily oral care that we instinctively know don't belong inside our bodies?
When we founded Natch in 2020, that's exactly what we set out to address. Not a revolution — just a better feeling. A product that feels natural, safe, and right. No compromises.
The First Steps: Rethinking Natural Oral Care
Our original approach was straightforward: no aggressive or questionable ingredients, no plastic tubes, no old-school "chemical artillery" dentistry. Instead, we wanted to develop an oral care product that works with the body — not against it. The first Natch toothpaste tabs were exactly that: a rethinking of what oral care could be.
But it quickly became clear that the real problem runs deeper.
The Oral Microbiome: Why Your Mouth Is a Sensitive Ecosystem
Over time, we began exploring a topic that is now drawing increasing attention: the oral microbiome. The mouth is not a sterile space — it is a complex interplay of beneficial bacteria, opportunistic bacteria, and harmful pathogens. This balance plays a decisive role in:
- how healthy your gums are
- how stable your tooth enamel remains
- how inflammatory processes in the mouth develop
- and how all of this affects your overall health
In short: your oral health is not an isolated topic. It is part of your whole-body health.
Why Conventional Oral Care Often Falls Short
Much of conventional oral care still follows an old principle: cleaning means removing as much as possible. But that's precisely where the problem lies. Many products rely on aggressive surfactants, alcohol, and ingredients that can disrupt the entire bacterial balance of the mouth. The result: a short-term feeling of "clean" — but often a disturbed system in the long run.
This is the point at which it became clear to us: we need a new approach.
The Turning Point: From "Natural" to Bioactive
What started as natural oral care has evolved considerably over the years. Today, we no longer talk simply about "natural." We talk about bioactive oral care — an approach that brings three things together:
1. Support, Not Destruction
Products should not disrupt the oral microbiome, but actively support it.
2. Science Meets Nature
Modern actives such as postbiotics and micro-hydroxyapatite are combined with high-quality botanical ingredients.
3. Holistic Thinking
Oral health is not viewed in isolation, but as part of a larger system.
The Key Technologies Behind Natch
Postbiotics: Support for Your Oral Microbiome
Postbiotics are metabolic byproducts of microorganisms. They can help support balance in the mouth and promote a stable environment for beneficial bacteria.
Micro-Hydroxyapatite: Biomimetic Tooth Protection
Hydroxyapatite is a naturally occurring component of tooth enamel. In microfine form (1–2 micrometres), it can support enamel, bond to tooth structure, and contribute to remineralisation.
Bioactive Botanical Actives
Selected botanical ingredients round out the formulas — for a balanced feel in the mouth, gentle yet effective care, and no aggressive interference with the natural system.
From Individual Products to a Complete Oral Care System
One of the most important insights from the past five years: oral care works best as a system, not as a single product. That's why Natch today consists of coordinated components — toothpaste tabs, mouthwash in tab form, and complementary tools such as precision toothbrushes and a 100% copper tongue scraper. Together, they form a daily routine that goes beyond cleaning: a ritual for your health.
Our Community: The Most Important Part of the Journey
What we've built over these five years goes beyond products. It's a community of people who approach their health more consciously, who question what they use every day, and who are open to new ways of thinking. Over 75,000 people are now part of this movement — and that is the real success.
Five Years On: Where We Stand Today
Today, Natch is an eight-times-awarded brand for modern oral care, a pioneer in bioactive oral health, and part of a growing movement around holistic wellbeing. But more important than any of that: we are still at the beginning.
Our 5-Year Set: The Entry Point into Bioactive Oral Care
For our fifth birthday, we've developed a set that reflects exactly this journey: 5 carefully selected formulas plus our new "The Fuji" toothbrush — designed to work together, tailored to modern oral health, and reduced to the essentials.
Limited to 555 sets, available for 5 days from 5 May. Discover the 5-Year Set →
