Our Story
Hi, I’m Sian, the Founder
of BuddiesForLife. 🪥
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Buddies began at home, with my daughter Jade. Brushing her teeth was a daily struggle – strong flavours, foamy textures and “spicy” mint made the experience overwhelming and distressing using mainstream toothpaste. At the time, we didn't yet know Jade was autistic, but we knew that mainstream toothpaste simply didn't work for her.
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I searched for a gentler option and couldn't find one, so I created it.
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Buddies was born from a simple belief: oral care should feel calm, kind and achievable. Seeing children brush more comfortable, sometimes for the first time, is what continues to inspire everything we do.
Sian Ellingworth - Founder & CEO
The Journey So Far
It started as a solution for one child…then quickly resonated with so many families looking for natural, gentler toothpaste alternative that was developed in the UK.
As Buddies reached more families, we heard the same stories again and again, children who found brushing overwhelming, parents stuck in daily battles, and adults who struggled with strong flavours, foam or intense sensations. It became clear this wasn't a niche problem. It was a sensory one.
With that, BuddiesForLife was born! It has since grown into a sensory-led oral care brand, shaped by real feedback from families, neurodivergent individuals and care professionals. That learning led to new flavours, new formats and ultimately the creation of Senses, our adult range designed for people who need a gentler experience at any stage of life.
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Today, BuddiesForLife brings together Buddies and Senses under one belief: oral care should be calm, kind and inclusive. We’re proud to be helping shape a new conversation around sensory toothpaste, and we’re still learning, listening and evolving every step of the way.
Working Beyond the Individual
While BuddiesForLife began by supporting individuals and families directly, we now work closely with professionals across dental, care and educational sectors to create a wider and lasting impact for so many! When professionals are supported with the right tools and products, it allows them to consistently support and help more people so creates a winning situation for all parties.
Our Mission
We make oral care kinder, through innovation, inclusivity and unwavering compassion.
We believe everyone deserves oral care that feels calm, respectful and achievable. That belief shapes every decision we make, from product design to how we listen, learn and evolve.
Our Values
The beliefs that shape our products, our decisions and how we show up for the people we serve.
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Inclusive
We design for real people, real needs, and all abilities. Everyone deserves access to oral care that feels safe, dignified, and comfortable.
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Authentic
We act with honesty, transparency and integrity -staying true to the lived experiences that inspired our products and the science that validates them.
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Respectful
We honour the individuality of every customer, partner, carer and colleague. We respect the environments we work in and the role we play within communities.
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Thoughtful
Every detail matters. We listen deeply, design intentionally and consider the full impact of our decisions -from formulation to packaging to communication.
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