Make the world a brighter place

More smiling faces means more genuine confidence, pure compassion and honest connection. Goodbrush is spreading the power of a smile to every single person on the planet.

Each Goodbrush sale will provide dental care to those in need. We initiate and support oral health projects in developing countries, by donating oral care products, like toothbrushes and toothpaste. But we also fund opening (mobile) dental clinics and dental education.

FAQ Toothpaste

Why peroxide-free?


As a bleaching agent, peroxide has an aggressive whitening mechanism called free radical oxidisation, that comes with some side effects.

These side effects can include sensitivity, irritated gums, and the loss of important minerals from your teeth. In-chair treatments administered by the dentist limit these reactions, but at-home treatments are more risky.

Our formula includes Phthalimidoperoxycaproicacid (PAP) as the primary whitening ingredient. PAP is a safer alternative to peroxide, that doesn’t release free radicals. This means there is zero impact on gums or enamel.

What is PAP+?


The PAP+ formula is named after our hero ingredient, Phthalimidoperoxycaproicacid (PAP). We’ve spent years perfecting the optimal formulation process that maximises the benefits of PAP.

We’ve also added several other supporting ingredients that work to improve the health of your teeth, including Hydroxyapatite and Potassium Citrate.

How the toothpaste works


What’s included:

1x PAP+ Toothpaste. Total Net Contents: 40g | 1.4 oz

For best results:

Apply a pea-sized amount of PAP+ formula to toothbrush, and brush thoroughly for 2 minutes.

List of ingredients


Phthalimidoperoxycaproicacid (PAP)

A scientifically proven teeth whitening ingredient that is a safe alternative to peroxide. It has no negative side effects during the oxidation of tooth stains which allows it to effectively whiten without pain or sensitivity.

Hydroxyapatite (HAp)

Hydroxyapatite is the main component of teeth. The PAP+ formula contains a nano-synthetic version which replaces minerals back into damaged parts of the enamel. Over time this will help to strengthen the protective layers of the tooth.

Potassium Citrate

A powerful desensitising agent that helps to relieve pre-existing sensitivity. It travels down into the tooth and through the soft layer of dentin to provide the nerves with lasting protection from pain and sensitivity.

Full ingredients list:

Glycerin, Water/Aqua, Sorbitol, Xylitol, Hydrated Silica, Ammonium Acryloyldimethyltaurate/VP Copolymer, PVP, Phthalimidoperoxycaproicacid (PAP), Sodium Lauroyl Sarcosinate, Hydroxyapatite, Potassium Citrate, Sodium Hexametaphosphate, Mint Flavour/Aroma, Mica, Potassium Hydroxide, Titanium Dioxide, Sodium Saccharin, Arginine, Piroctone Olamine.