Our company
In our industry, the least basic thing you can do is to be basic.
Oral care has become more complicated than it needs to be. Instead of doing what works, our industry has become obsessed with adding features, extra steps and made-up ingredients with made-up names, all so it can sell you more stuff you don't need, more often than you need it.
We believe in a basic approach to oral care. One where a toothbrush is a toothbrush, a toothpaste is a toothpaste, and where simplicity outperforms complexity. No triple action, no diamond crystals, no gimmicks designed to charge you more for the same clean. Basic products that make your mouth clean and make you feel good.
Our products are good for you, and good for the planet. And if that's called basic, then we're more than happy to be. So basic.
Our products
Basic oral care with basic ingredients. We care about what you put in your body, so we care about what we put in our products. Every product we make is 100% vegan-certified and formulated without intentionally added PFAS.
Often referred to as "forever chemicals," PFAS are synthetic substances that don't break down in nature, and they don't break down in our bodies either. Linked to a long list of health risks, they quietly build up over time and can linger in your system for years. That's why you'll never find them in anything we make.
We've even created our own list of Ungredients, which are the things you'll never find in our products. No unnecessary additives, no synthetics that don't serve a real purpose. From our toothpaste to our floss picks, we keep it basic.
Our history
We're The Humble Co., born in Sweden from a simple idea by a dentist who believed oral care could be done better, for both people and the planet. It all started in 2013 with one small innovation, a bamboo toothbrush designed to replace plastic without compromising on quality. A small change that sparked something bigger.
What began as a mission to clean up the bathroom shelf has grown into a global movement for simpler, more basic care. Today, our products are found in over 70 markets and millions of bathrooms around the world, from toothpaste and floss to tongue scrapers and everyday essentials, all designed with the same belief that started it all, that good care should be good for you, and good for the planet. That's basic.
Their ingredients. Our Ungredients.
Our industry is filled with ingredients that don't need to be there. Harsh detergents, artificial whiteners, and unnecessary additives that add little value to your health. We take a different approach. Every ingredient we use serves a clear and proven purpose, and what we leave out is just as important as what we include.
That's why we've created a list of Ungredients, a record of ingredients commonly used in the oral care industry but never found in our products.
It's an honest way of staying basic and creating products that work for you, without the extras that don't.
Babblarna baby care
Say hello to Babblarna, our eco-friendly baby line, brought to life by Sweden's most-loved little characters. Gentle, safe essentials for nappy changes, bath time and the very first toothbrushing, created together with The Humble Co. and Hatten Förlag.
FREE FROM PFAS & PTFE
No harmful ingredients
SWEDISH INNOVATION
Made with intention
VEGAN CERTIFIED
No animal ingredients