At Habit Toothpaste, we pride ourselves on our commitment to quality products that clean and whiten your teeth with the most natural ingredient possible. You will find that your Activate Toothpaste has a pink hue to it, and we consider this an excellent thing! This is because Activate contains potent levels of natural Vitamin B12, which is a very distinct pink color by nature. To ensure that Habit only ever provides you with the most natural and quality conscious ingredients, we opted not to add any artificial dyes to counteract this.


Habit Toothpaste was founded with the vision of providing you with innovative products that improve daily life without changing your habits. As is the case with our toothpaste, we believe there is an exciting market in the area of unique absorption methods.  Habit is continuing to research and develop future products that can further improve the quality and ease of your daily life without changing your habits.


Your health is one of, if not the most important aspects of your life. Prioritizing your physical, mental, and emotional well being is crucial to living a happy and healthy life. At Habit, we can promise you that we will do our part in providing you with excellent personal care products to ensure that your day starts and ends with a smile.

Attractive Prices

We want you to experience the true meaning of "same habits, new life." Habit Toothpaste takes your habits very seriously, and that includes your spending habits. To personify that, we have priced our products at a price comparable to many other leading brands while offering our exciting additions on top of our cleansing/whitening blend.


Habit Toothpaste is manufactured with health, safety, and quality as our utmost importance. Keeping that in mind, our products are made in an FDA registered, FDA regulated, and cGMP compliant facility that has been in business for over 31 years. Our products are consistently sent to third party testing for microbiology analysis. They are consistently tested in house as well for a variety of quality control factors to ensure we are providing you with the most effective products possible.


To provide the world with premium consumer products that improve your life without changing your habits.


Our mission is to create unique products that leverage various absorption methods to optimize and enhance our consumer's life.


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Habit Toothpaste

Spring graduates John Rotelle '20 and Jacob Sand '20 recently proved that when the world pauses, innovation doesn't have to. The duo launched a new venture, Habit Toothpaste, in the midst of the COVID-19 pandemic....