The Smilery launches peroxide-free oral care range

USA – The Smilery, the U.S. market name for the French holistic oral care brand The Smilist, has introduced a new range of peroxide-free formulations designed to support the oral microbiome rather than disrupt it. 

The move positions the brand within the fast-growing “microbiome-first” segment of oral care, which prioritizes bacterial balance over aggressive whitening or antiseptic approaches.

Founded by French-born holistic dentist Dr. Christiane Bonnat, The Smilery is built on the principle that a healthy smile should emerge from a balanced oral ecosystem instead of reliance on harsh actives. 

As conversations linking oral health to overall wellness intensify, the brand’s peroxide-free portfolio targets long-term oral health while addressing common concerns such as discolouration, bad breath and gum sensitivity.

The Smilery’s initial lineup features three peroxide-free, microbiome-first products.

The Tooth-Whitening Night Serum uses mineral whiteners and fermented pomegranate enzymes to reduce stains and support enamel overnight.

The Plaque-Removing Whitening Micro-Essence is a lightweight, milky formula with hydroxyapatite, pomegranate enzymes and Korean seaweed extract to help limit plaque and maintain natural brightness.

The Re-mineralizing Whitening Toothpaste combines hydroxyapatite and pomegranate enzymes to cleanse, lift yellowing and restore enamel strength for a progressively brighter, healthier-looking smile.

The launch comes at a time when the U.S. toothpaste market is valued at about USD 5.0 billion in 2026 and is projected to grow to USD 6.4 billion by 2031, with a CAGR of around 5.1%, according to a report by Strategy Helix.

Toothpaste remains the largest single product category in oral care, driven by whitening, sensitivity relief, and natural ingredient trends.

Meanwhile, in a similar move, Boka recently introduced Toothpaste for Sensitive Teeth, a fluoride-free formulation designed to help consumers enjoy hot and cold foods and beverages without the sharp pain associated with tooth sensitivity. 

According to the brand, the product targets the millions of Americans who experience sensitivity and aims to deliver relief without requiring a trade-off between comfort and fluoride-free ingredients.

The toothpaste combines 5% potassium nitrate, which reduces painful sensitivity, with nano-hydroxyapatite (n-Ha), a mineral that mimics the natural building blocks of enamel.

According to Boka, the formula reduces and prevents sensitivity triggered by cold, heat, acids and sweets, while freshening breath in a Mint Cream flavor with notes of mint, coconut and cream. 

Unlike many conventional sensitivity toothpastes, it is free of fluoride, parabens, SLS, artificial flavors and dyes.

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