A whole new way to brush your teeth! Introducing: “The Fuji” – The lava stone toothbrush
We're thrilled to share the news: The Fuji has launched! With our new lava stone toothbrush, we're introducing a product innovation that reimagines your daily oral hygiene routine. The Fuji combines ultra-fine precision bristles with pulverised lava stone from Japan — making it possible to clean your teeth thoroughly yet gently, all at once.
We didn't want to create just another toothbrush. Our goal was to make brushing more intentional, more precise, and at the same time gentler. And that's exactly how The Fuji came to life.
What makes The Fuji so special?
The Fuji combines ultra-fine precision bristles with pulverised lava stone from Japan.
The soft, tapered bristles reach precisely along the gumline and into hard-to-reach gaps — exactly where plaque tends to build up most. At the same time, they clean exceptionally gently, without irritating enamel or gum tissue.
The finely milled lava stone — found in minerals such as zeolite — has a micro-fine, porous structure. This allows it to help mechanically loosen deposits and discolouration, contributing to a noticeably smoother tooth surface.
Inspired by Japanese health philosophy
In developing The Fuji, we drew deliberate inspiration from Japanese culture. In Japan, holistic medicine is deeply rooted — the focus is on seeing the body and wellbeing as a unified whole, and on meaningfully integrating natural ingredients into everyday life.
This same approach shapes everything we do at Natch. We believe that modern oral care and natural ingredients are not a contradiction — they complement each other perfectly. Lava stone is a prime example: a natural ingredient you may already know from our bio-active toothpaste tabs, and one that proves itself beautifully here too.
Why you'll feel the difference
With The Fuji, we wanted to offer you a toothbrush that goes further:
- Precision: Ultra-fine bristles clean precisely along the gumline
- Gentleness: Kind to enamel and sensitive gum tissue
- Noticeable smoothness: Lava particles support a thorough clean
- Security: The lightweight, ergonomic bamboo handle ensures a confident grip while brushing
Rounding it all out: durable, shape-retaining PBT bristles, designed for long-lasting use.
Experience brushing in a new way
For us, oral care is more than a routine — it's a daily ritual. With The Fuji, brushing becomes an even more mindful ritual: gentler, more precise, more intentional, and holistically supportive of your health.
We'd love to hear how you get on with The Fuji — drop us a message and let us know!
Norbert & Heber
