For many, brushing teeth is a daily routine we perform on autopilot and choosing the right toothpaste is a crucial step. Recognising the importance of safe and effective oral care products, Prabhakaran Gopinathan (Prabh), founder of Edinora, set out to create a toothpaste that prioritizes both cleanliness and well-being.

Prabhakaran Gopinathan’s journey began after experiencing some unexpected side effects from conventional toothpaste. This inspired him to develop a gentler, more natural alternative that consumers could trust for their daily oral care needs. “It started with burns on my tongue and mouth, which the dentists suggested could be an allergy to something in my toothpaste,” says Prabhakaran Gopinathan (Prabha). He was in his 40s then, and this realization prompted him to read a toothpaste label for the first time and also learn its history and crafting. “It made me realize how important it is to understand what we’re putting in our bodies, even our mouths,” Prabha reflects.