Meet Belinda & Dr. Casey of ELIMS!

Hi Roots & Fruits Market customers!

My name is Belinda Lau, and I'm here to tell you about our toothpaste.

It all started when my husband, Dr. Casey Lau (who is a board-certified dentist for over 21 years with a thriving practice in Los Angeles, CA) and I began thinking about social entrepreneurship this idea came to us.

I had 15 years of experience creating life-changing medical devices as a biomedical engineer, but one day when I was stuck in LA traffic, a podcast I was listening to cut through the moment. I knew I wanted to do something special with my life.

I ran home and told my husband about this idea that came to me: SUSTAINABLE TOOTHPASTE BACKED BY SCIENCE!

We noticed, bring in the oral care world, that many products were not created with environmental sustainability in mind. And many didn't taste so delicious.

We set out to make the most sustainable, foodie-approved flavours, we possibly could. All while preserving the value of honouring the latest science in oral health.

That’s why we formulated our toothpaste with 10% nano-hydroxyapatite, the only naturally-derived and clinically backed alternative to fluoride. And at 10% concentration, it is clinically and scientifically proven to remineralize enamel as well as standard fluoride.

We also use other clinically-backed ingredients like xylitol and baking soda, for extra cleaning power. 

We hope your love our product as much as we do!

HAPPY BRUSHING!