Every ingredient has a job.

Whiter teeth. Stronger enamel. Soft foam. Two flavors.

No fluoride
No SLS
No dyes
No parabens

A parent looks at a tube of Tooth Wizard while a child reaches up beside her at the kitchen counter

The science behind the magic.

10%
nano-hydroxyapatite
Stronger enamel.
Made with 10% nano-hydroxyapatite. Tooth enamel is mineral-rich, with hydroxyapatite as its main mineral. Both Tooth Wizard flavors contain 10% nano-hydroxyapatite, that mineral in very fine particles.
Researchers study hydroxyapatite for remineralization, the return of mineral to enamel after acid exposure. Published toothpaste trials help explain the interest in this ingredient. They tested other formulas and do not establish the performance of Tooth Wizard’s nano formula.
Primary nano-hydroxyapatite remineralization study · What the research says, with sources
Strawberry paste
A whiter, brighter smile.
Lifts everyday surface stains as you brush. Hydrated silica and calcium carbonate help do the cleaning. An amino-acid-based cleanser gives the paste its soft foam, in place of sodium lauryl sulfate (SLS).
Shop Vanilla Mint
Shop Strawberry
Two flavors, two recipes
Vanilla Mint pairs mint from peppermint, spearmint and wintergreen oils with a smooth vanilla finish.
Strawberry has a sweet, fruity flavor and a lighter texture, made for kids.
Gently sweet
Smooth paste, gently sweet.
Glycerin helps keep the paste smooth; xanthan and cellulose gums help it hold together on the brush. Sweetened with xylitol. Sorbitol, mannitol and rebaudioside A also add sweetness.

What’s in each flavor

Choose a flavor to see the complete formula and what each ingredient does.

Vanilla Mint 20 ingredients

GlycerinTexture
Helps retain moisture, keeping the paste from drying out.
Hydrated SilicaCleaning
A fine cleaning ingredient that helps remove surface stains as you brush.
WaterFormula support
Purified water, the base everything else is mixed into.
HydroxyapatiteMineral
The main mineral in tooth enamel, at 10% in both formulas. “Nano” refers to very fine particles.
SorbitolSweetener
Adds mild sweetness and helps keep the paste soft.
XylitolSweetener
Adds sweetness without sugar.
Sodium Cocoyl GlutamateCleaning
A mild amino-acid-based cleanser. Gives a soft foam, in place of sodium lauryl sulfate (SLS).
FlavorFlavor
The flavor blend.
Mentha Piperita (Peppermint) OilFlavor
Distilled from peppermint leaves. Part of the mint flavor in Vanilla Mint.
Xanthan GumTexture
A thickener made by fermentation. Holds the paste together on the brush.
Cellulose GumTexture
Made from cellulose, the fiber in plant cell walls. Works with xanthan gum to set the texture.
Rebaudioside ASweetener
A sweetener in the formula.
Mentha Viridis (Spearmint) Leaf OilFlavor
Distilled from spearmint leaves. A softer, sweeter mint than peppermint.
Raspberry KetoneFlavor
A flavor compound also found in raspberries, where it adds to their scent. Part of the flavor.
Gaultheria Procumbens (Wintergreen) Leaf OilFlavor
Distilled from the leaves of wintergreen, a small evergreen plant. A classic mint note.
Calcium CarbonateCleaning
A mineral cleaning ingredient that helps remove surface stains.
Rubus Idaeus Seed OilFormula support
Raspberry seed oil. A light botanical oil in the base.
MannitolSweetener
Adds mild sweetness and helps with texture.
Lactobacillus FermentFormula support
An ingredient made through Lactobacillus fermentation.
Ascorbic AcidFormula support
Vitamin C.

Strawberry 17 ingredients

GlycerinTexture
Helps retain moisture, keeping the paste from drying out.
WaterFormula support
Purified water, the base everything else is mixed into.
Hydrated SilicaCleaning
A fine cleaning ingredient that helps remove surface stains as you brush.
HydroxyapatiteMineral
The main mineral in tooth enamel, at 10% in both formulas. “Nano” refers to very fine particles.
SorbitolSweetener
A sweetener also found in fruits like apples and pears. Adds mild sweetness and keeps the paste soft.
XylitolSweetener
A sweetener also found in berries and many plants. It tastes like sugar, but it isn’t sugar.
FlavorFlavor
The flavor blend.
Sodium Cocoyl GlutamateCleaning
A mild amino-acid-based cleanser. Gives a soft foam, in place of sodium lauryl sulfate (SLS).
Xanthan GumTexture
A thickener made by fermentation. Holds the paste together on the brush.
Cellulose GumTexture
Made from cellulose, the fiber in plant cell walls. Works with xanthan gum to set the texture.
Rebaudioside ASweetener
A sweetener in the formula.
Raspberry KetoneFlavor
A flavor compound also found in raspberries, where it adds to their scent. Part of the flavor.
Calcium CarbonateCleaning
A mineral cleaning ingredient that helps remove surface stains.
Rubus Idaeus Seed OilFormula support
Raspberry seed oil. A light botanical oil in the base.
MannitolSweetener
Adds mild sweetness and helps with texture.
Lactobacillus FermentFormula support
An ingredient made through Lactobacillus fermentation.
Ascorbic AcidFormula support
Vitamin C.