A low-foaming toothpaste with 1450 ppm fluoride, Secret Formula was tested with our most taste-sensitive users and took over 10 years to perfect. Our carefully curated flavour blend has genuine mass appeal, whilst avoiding a specific link to sugary foodstuff.  
Secret Formula delivers a clean, enjoyable brushing experience without compromise - especially for those who usually struggle with toothpaste.
The sensory-friendly gel sinks into the bristles so it ends up on the teeth, not in the sink, and is supplied in a recyclable 50ml refill bottle fitted inside our Senses portion-controlled Toothpaste Pump.
 
One press of the pump delivers just the right amount of paste
Lasts 3 months if used twice per day by 1 person
Gel texture sinks into the bristles, staying on the brush
All variants designed for those who dislike usual toothpaste