How one small swap started AwearMarket — and why your toothpaste is the best place to begin yours.
Here's my favorite thing about being part of AwearMarket: the whole marketplace started with a tube of toothpaste.
Before any of this existed, founder Dave Coulier wanted to clean up his routine and felt exactly as overwhelmed as the rest of us. So, he didn't tackle it all at once. He started with one thing. The toothpaste. That single swap turned into a commitment to non-toxic living, and eventually into the marketplace you're shopping today.
"One swap, then another, until cleaner living just becomes the way you do things."
And honestly? As a nurse, I think he started in the perfect place. Think about it: you're replacing your toothpaste regularly anyway, and it goes to work twice a day in one of the most absorptive spots in your entire body. The tissue lining your mouth soaks things up fast — which is the same reason some medications are designed to dissolve under your tongue. So, this little tube you don't think twice about? It's worth a second look.
Two toothpastes our dentist ambassador vetted
I'm not going to send you off to swap blindly. Both of these picks were vetted by our brand ambassador, Dr. William G. Bender, DDS, a member of the American Dental Association. Here's the best part: "non-toxic" no longer means "doesn't work." These two prove it, and each one has its own thing going for it.
Terra & Co. Brilliant Black — for the whitening crowd.
If activated charcoal makes you picture a mess, this'll change your mind. It's fluoride-free, low-abrasion, and quietly doing two jobs at once: lifting surface stains while hydroxyapatite — the mineral that makes up about 90% of your enamel — helps rebuild and calm sensitivity. Vegan, cruelty-free, made in America. If brighter teeth are the only thing keeping you on conventional whitening products, this is your off-ramp.
RADIUS USDA Organic — for the whole family.
This one's a multi-award winner (two Delicious Living Beauty & Body Gold awards, to be exact), and one taste tells you why. Cardamom and clove oil give it a little zing, organic chamomile and rosemary round it out, and its genuinely USDA-certified organic — not just labeled "natural." Erythritol fights plaque; rice powder gently polishes, and there's not a harsh detergent or synthetic additive in sight.
Start where Dave started
Here's what I've seen in years of health care: nobody overhauls their life all at once. The people who genuinely build healthier habits do it the same way Dave did — one small, smart swap at a time, until cleaner living stops feeling like an effort and starts feeling just how you live.
So, here is my invitation. Don't detox your whole bathroom cabinet this weekend. Don't make a list. Just wait until your current tube runs out and reach for one of these instead. That's the whole ask. One thing. Two minutes, twice a day.
The same place Dave started.
And that conventional toothpaste you've been reaching for your whole life? As Dave would say — cut it out.
You're not alone on this. That's the whole point of being here.
Tracey, RN
Customer Care, AwearMarket
