The oral care industry is in the midst of a transformation, as consumers demand products that are not only effective but also environmentally responsible. Traditional toothpaste tubes and single-use plastics are giving way to innovative formats like tablets, powders, and refillable jars—solutions that prioritize both oral health and the health of the planet. This shift reflects a broader movement toward sustainability in personal care, where science-backed formulations meet thoughtfully designed, waste-reducing packaging. Solid, a pioneering New Zealand brand, is leading this change from its base in Porirua. Founded by dental hygienist Laura, Solid crafts small-batch toothpaste tablets, powders, and pastes using clinically proven ingredients, all packaged in refillable, recyclable, or compostable containers. With a mission rooted in both professional expertise and environmental stewardship, Solid offers a joyful, effective, and truly responsible approach to daily oral care—proving that what’s good for your smile can also be good for the world.
From Clinic to Kitchen: A Hygienist’s Mission-Driven Brand
Solid was born out of frustration and a deep sense of responsibility. Founder Laura, an oral health therapist and former dental hygienist, spent years working chairside and witnessing the relentless waste piling up in dental clinics: single-use plastic wraps, sterilisation pouches, and plastic-packaged oral care products that all ended up in landfill. Tired of recommending plastic-wrapped toothpaste to her patients, she began experimenting in her home kitchen, eventually formulating mouthwash and then toothpaste that was just as effective as clinical brands—without the waste. What began as a side project quickly became a full-fledged mission: to create oral care that’s not only scientifically sound but also sustainable and enjoyable to use. Today, Solid’s factory in Porirua still operates with a small-batch mindset, where freshness, efficacy, and flavour matter. Laura’s clinical background ensures each product meets strict oral health standards, while her passion for sustainability ensures they’re kind to people and planet. The result is a brand that bridges the gap between professional-grade care and eco-conscious living—a rare combination in the oral care world.
Innovating for Future Generations, One Toothpaste Tab at a Time
Solid’s purpose goes beyond clean teeth—it’s about cleaning up an entire industry. With more than 1.5 billion plastic toothpaste tubes ending up in landfills every year, Solid exists to offer a better way forward. The company embraces kaitiakitanga, the Māori concept of guardianship and responsibility for nature, and embeds that ethos into every product and decision. Whether it’s sourcing coconut oil from Pacific communities, using steam-distilled water to reduce behind-the-scenes plastic use, or formulating products to be self-preserving and shelf-stable without synthetic additives, Solid sets a new standard for what oral care can be. The brand also believes that sustainability shouldn’t be boring. With flavours like fresh mint, cinnamon, and strawberry for tamariki (children), and engaging formats like tabs and powders, Solid makes brushing a ritual to look forward to—for adults and kids alike. Every formula is gentle enough for sensitive mouths yet robust enough for clinical effectiveness, supporting long-term oral and systemic health. In a world where conscious consumers are looking for smarter choices, Solid delivers something that’s truly rare: joyfully sustainable, scientifically grounded, and refreshingly effective oral care—built for a healthier tomorrow.
To know more visit:
Instagram- https://www.instagram.com/solidoralcare
Website- https://solidoralcare.com
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