For all generations! Comfortable oral care every day created by the power of nature! ☑ Since it does not use chemical additives such as fluoride, it can be used by people of all ages. ☑ Simple care made possible by carefully selected materials that are close to nature ☑ Natural invigorating flavors of salt and mint HEALTH IS NATURAL ~Toothpaste is born from HALEO~　 We instinctively know that our health is directly linked to nature. It is said that when nature is contaminated with artificial chemicals, all living things are weakened, and therefore everything we take into our bodies or wear must be chosen as close to nature as possible. You may have heard that the overuse of chemicals and genetic modification of nature are now a global concern. It is said that its influence is manifested not only in the environment, but also in the physical and mental health of all living things on the planet. Recently, the negative effects of certain chemicals found in many toothpastes have become apparent. Toothpaste is desirable to be close to nature, as it is put in the mouth several times a day. In 2022, I started looking for a natural toothpaste that cleanses my mouth and keeps me feeling fresh and free of fluoride and other additives*. * Additives include fluoride, triclosan, sodium lauryl sulfate, parabens, alcohols, synthetic fragrances, colorants, and preservatives. I found a few products that I liked, but I couldn't find one made in Japan, so I decided to make my own. After several years of experimentation, we finally have a toothpaste that we can confidently recommend to our family and friends. All ingredients are naturally derived and designed to help cleanse and refresh the mouth. We named it "LUMIN" from the word "ILLUMINE", which means shining light. LUMIN is carefully manufactured in small lots surrounded by the mountains rich in nature in Iwate Prefecture. We want you to feel safe and comfortable using LUMIN. HALEO CEO David Halton