Before was born out of a simple realization: finding a toothpaste we truly wanted to use, not just needed to use, was impossible. Something clean, well branded, tastes incredible, worked like the big brands, and was environmentally friendly. 

Like you, we care about what we put in our bodies and how our choices impact the world around us. We couldn’t find a toothpaste that met our standards for health and sustainability, so we decided to create one.

But we didn’t stop at the formula. We looked beyond your daily routine, considering the impact on the planet. Every year, millions of single-use petroleum plastic tubes end up in landfills, and we knew we could do better. That’s why we launched North America’s first 100% recyclable, plant-based tube, made from sugarcane. It’s a simple switch that makes a big difference.

At Before, we’re a team that’s just as committed to growth and self-care as you are. We believe that the products you use should support your best self and your values. From the clean ingredients we choose to the conscious design that complements your lifestyle, everything we create is designed to help you live mindfully—while doing good for the environment.

This is our story—fueled by purpose, crafted with integrity, and here to inspire you to feel your best every day. Together, let’s care for ourselves and the planet, one smile at a time.

Team: Kevin Shaw (Co-Founder & CFO), Jamie Collins (Co-Founder & CMO), Kristen Gill (Marketing Director) and Steve Thorp (Co-Founder & CEO).