About | Buddies For Life

Our Story

Hi, I’m Sian, the Founder
of BuddiesForLife. 🪥

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. At the time, we didn't yet know Jade was autistic, but we knew that mainstream toothpaste simply didn't work for her.

I searched for a gentler option and couldn't find one, so I created it.

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.

ACHETEZ MAINTENANT

Sian Ellingworth - Founder & CEO

The Journey So Far

What started as a solution for one child quickly became something much bigger.

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.

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.

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.

Inclusive

We design for real people, real needs, and all abilities. Everyone deserves access to oral care that feels safe, dignified, and comfortable.

Authentic

We act with honesty, transparency and integrity—staying true to the lived experiences that inspired our products and the science that validates them.

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.

Thoughtful

Every detail matters. We listen deeply, design intentionally and consider the full impact of our decisions—from formulation to packaging to communication.

Compassionate

We exist to make life a little easier for people navigating discomfort, overwhelm or vulnerability. Compassion guides our innovation, our interactions and our care for the planet.