The Ingredients

Your mouth plays a crucial role in your overall health, and it's also a delicate and absorbent area. At Etinour, we partner with world-leading dentists to develop formulas that feature innovative ingredients, proven to be effective. We actively avoid any ingredients that could be harmful to you, animals, or the environment.

Our Heroes

Oral care is more than just brushing your teeth - it's about nourishing your mouth with the right ingredients. That's why we use carefully selected hero ingredients in our products, combining them to work in perfect harmony, delivering powerful yet gentle results. Whether you're looking to prevent  cavities, strengthen enamel, reduce sensitivity or brighten your smile, our formulas are designed to meet all your needs. Our ingredients are:

  • Recommended by dentists
  • Effective yet gentle
  • Vegan
  • Environmentally friendly
  • Ethically sourced
Close-up on ingredient PAP for whitening with blue tone

The whitening hero

PAP

PAP, Phthalimido-peroxy-caproic acid, is an innovative and gentle whitening ingredient that is safe to use for both gums and teeth. Unlike traditional chemical whitening alternatives (e.g. hydrogen peroxide and carbamide peroxide), it does not cause any damage or sensitivity.
Close-up of remineralizing ingredient and mineral HAP, hydroxyapatite with grey colors

The enamel hero

Hydroxyapatite

Hydroxyapatite is a natural component in our teeth and bones. In our products, it is used to strengthen and protect the tooth enamel by filling in microcracks and imperfections in the teeth. Creating a strong and smooth tooth surface.
Toothpaste ingredient Jojoba oil and hyaluronic acid for hydration. Orange bubbles

The hydration heroes

Hyaluronic acid & jojoba oil

Hyaluronic acid and jojoba oil are used in our products to moisturize and protect the tissues in the mouth. Hyaluronic acid further helps with inflammation. A hydrated mouth is a healthy mouth!
Zoomed in on white crystal with black background for sodium fluoride illustration

The anticavity hero

Sodium fluoride

Sodium fluoride is one of the most researched ingredients that can prevent and reverse early stages of tooth decay. It promotes remineralization of the enamel, making it more resistant to acid attacks and tooth sensitivity.
Gentle polishing whitening ingredient White Charcoal swatch on grey background

The multitasking hero

White charcoal

White charcoal is an ultra fine polisher (much less abrasive than black charcoal) made from ash of coconut shells and white birch bark. The powder cleans the teeth while absorbing and neutralizing bad odors. Lastly, this multi-tasker raises the pH to counteract damaging plaque acids.
Potassium nitrate anti sensitivity ingredient illustration with white cracks zoomed in f

The sensitivity hero

Potassium nitrate

Potassium nitrate works by blocking nerve impulses that are responsible for transmitting sensations of pain to the brain. When used regularly, it can help to desensitize the teeth and reduce discomfort so that you can enjoy your favourite hot or cold treats.
Zinc acetate for bad breath visuals as orange sand and clay

The breath hero

Zinc acetate

Zinc acetate helps to reduce the production of sulfur compounds that can cause bad breath. It can also decrease the plaque buildup on teeth and gums, reducing the risk of tooth decay and gum disease. Stay fresh with this breath hero.

The hydration hero

Hyaluronic acid and jojoba oil are used in toothpaste to moisturize and protect the gums. Hyaluronic acid helps to increase saliva production, which helps to protect teeth from cavities. Jojoba oil acts as a softener and protects the gums from irritation and inflammation.Jojoba oil acts as a softener and protects the gums from irritation and inflammation.irritation and inflammation.

Excluded ingredients

We believe in transparency and want to make sure you know what you're putting in your mouth and why. That's why we openly explain which ingredients we include and exclude from our formulas. We follow EU guidelines and knowledge from oral care experts to advice these decisions. There are countless ingredients that could be problematic, so we focus on highlighting the most common ones found in other oral care products.

All ingredients