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Was it a mistake? ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
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<div style="font-family:'Helvetica Neue', Arial;font-size:14px;font-style:normal;font-weight:400;letter-spacing:0px;line-height:1.3;text-align:left;color:#091405;"><div style="text-align: left;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;">
<div>At Nathan & Sons, we think carefully about every product we put our name on.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>Sometimes that means months of work…only to decide not to release something.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>Here’s a behind-the-scenes story about one of those products.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>For 6 - 8 months we were quietly working on something new: a toothpaste.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>We went deep into it. Two different manufacturers. Dozens of iterations. A formula we were genuinely proud of.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>On paper, it checked almost every box.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>But two things kept bothering me.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>The first was packaging.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>From the very beginning, I made a promise to myself about this brand: we would get as close to plastic-free as possible. Sometimes tiny components make it unavoidable, but you will never see Nathan & Sons use an all-plastic package. </div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>X No plastic bottles. <br>X No plastic jars.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>Toothpaste tubes, unfortunately, are almost entirely plastic.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>There are aluminum toothpaste tubes, which was the route I wanted to take. But after months of digging, I learned something surprising: there aren’t any toothpaste manufacturers in the U.S. that fill them.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>They require a completely different machine.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>Not ready to give up, I even looked into buying one myself. </div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>But these machines are extremely expensive, complex, and full of small moving parts, which are all potential points of failure. If we wanted to go down that path, we would need to buy the machine, learn to operate it, learn to repair it, and likely move to a larger warehouse just to house it.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>That still might be worth it if we could genuinely create the best possible toothpaste on the market.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>But the second issue was preservatives.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>All toothpaste contains a lot of water - usually 20-50%.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>Which means it also needs preservatives.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>There are “natural” options like citric acid, but they would need to be used in such large amounts that they would start to negate the formula's benefits.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>Once I realized that most toothpaste is essentially half water/half preservatives plus some artificial foaming agents to make you feel like you’re doing something, I lost interest.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>So I pulled the plug.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>I went in a different direction.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>And I made <a style="color:#426160; text-decoration:underline" href="https://ctrk.klclick.com/l/01KSWS7RJ0VG316MF18C5714FG_2">Pearl Powder.</a></div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>It has all the good stuff I wanted in a toothpaste, and none of the filler. No water. No preservatives. No foaming agents. </div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>Just ingredients that actually matter, like:</div>
<div>
<ul>
<li>Actual crushed pearls, for gentle whitening</li>
<li>DIM, for improved gum health</li>
<li>Nanohydroxyapatite to remineralize your enamel</li>
<li>And Xylitol, to starve cavity-causing bacteria </li>
</ul>
</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span>It’s also travel-friendly and completely plastic-free.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>I spent several months designing the packaging. As far as I know, we are the only company in the world using a jar like this.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>The cap is made from American walnut wood with a cork seal.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>The jar costs about twice as much as a standard glass jar with a plastic lid, and roughly three times as much as the typical plastic container.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>But it’s plastic-free and a beautiful addition to your natural oral care routine.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>And I learned something:<br>Sometimes the best products come from the ones you decide not to make.</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>What do you think?</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>Should we still attempt to take down Big Toothpaste? Or have I convinced you to <a style="color:#426160; text-decoration:underline" href="https://ctrk.klclick.com/l/01KSWS7RJ0VG316MF18C5714FG_3">give Pearl Powder a try</a>?</div>
<div><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: Cabin, Lucida, 'Lucida Grande', 'Lucida Sans Unicode', 'Lucida Sans', Geneva, Verdana, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-weight: 400; font-style: normal; font-size: 21px;"><span style="font-size: 21px;"> </span></span></span></span></div>
<div>- Nate 🌲</div>
</span></span></span></span></div></div>
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<!--[if !mso]><!--><div class="mj-column-per-100 mj-outlook-group-fix component-wrapper mobile-only" style="display:none; font-size:0; text-align:left; direction:ltr; vertical-align:top; width:100%"><table border="0" cellpadding="0" cellspacing="0" role="presentation" style="width:100%;" width="100%"><tbody><tr><td class="" style="background-color:#F9F9F9;vertical-align:top;padding-top:20px;padding-right:20px;padding-bottom:20px;padding-left:20px;"><table border="0" cellpadding="0" cellspacing="0" role="presentation" style="" width="100%"><tbody><tr><td align="left" class="kl-text" style="font-size:0px;padding:0px;padding-top:0px;padding-right:20px;padding-bottom:0px;padding-left:20px;word-break:break-word;"><div style="font-family:'Helvetica Neue', Arial;font-size:14px;font-style:normal;font-weight:400;letter-spacing:0px;line-height:1.3;text-align:left;color:#091405;"><div style="text-align: center;"><div style="text-align: left;"><span style="font-size: 16px;">At Nathan & Sons, we think carefully about every product we put our name on.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">Sometimes that means months of work…only to decide not to release something.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">Here’s a behind-the-scenes story about one of those products.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">For 6 - 8 months we were quietly working on something new: a toothpaste.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">We went deep into it. Two different manufacturers. Dozens of iterations. A formula we were genuinely proud of.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">On paper, it checked almost every box.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">But two things kept bothering me.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">The first was packaging.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">From the very beginning, I made a promise to myself about this brand: we would get as close to plastic-free as possible. Sometimes tiny components make it unavoidable, but you will never see Nathan & Sons use an all-plastic package. </span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">X No plastic bottles. </span><br><span style="font-size: 16px;">X No plastic jars.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">Toothpaste tubes, unfortunately, are almost entirely plastic.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">There are aluminum toothpaste tubes, which was the route I wanted to take. But after months of digging, I learned something surprising: there aren’t any toothpaste manufacturers in the U.S. that fill them.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">They require a completely different machine.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">Not ready to give up, I even looked into buying one myself. </span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">But these machines are extremely expensive, complex, and full of small moving parts, which are all potential points of failure. If we wanted to go down that path, we would need to buy the machine, learn to operate it, learn to repair it, and likely move to a larger warehouse just to house it.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">That still might be worth it if we could genuinely create the best possible toothpaste on the market.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">But the second issue was preservatives.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">All toothpaste contains a lot of water - usually 20-50%.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">Which means it also needs preservatives.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">There are “natural” options like citric acid, but they would need to be used in such large amounts that they would start to negate the formula's benefits.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">Once I realized that most toothpaste is essentially half water/half preservatives plus some artificial foaming agents to make you feel like you’re doing something, I lost interest.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">So I pulled the plug.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">I went in a different direction.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">And I made <a style="color:#426160; text-decoration:underline" href="https://ctrk.klclick.com/l/01KSWS7RJ0VG316MF18C5714FG_4">Pearl Powder.</a></span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">It has all the good stuff I wanted in a toothpaste, and none of the filler. No water. No preservatives. No foaming agents. </span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">Just ingredients that actually matter, like:</span></div><div style="text-align: left;"><ul><li><span style="font-size: 16px;">Actual crushed pearls, for gentle whitening</span></li><li><span style="font-size: 16px;">DIM, for improved gum health</span></li><li><span style="font-size: 16px;">Nano-hydroxyapatite to remineralize your enamel</span></li><li><span style="font-size: 16px;">And Xylitol, to starve cavity-causing bacteria</span></li></ul></div><div style="text-align: left;"><span style="font-size: 16px;">It’s also travel-friendly and completely plastic-free.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">I spent several months designing the packaging. As far as I know, we are the only company in the world using a jar like this.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">The cap is made from American walnut wood with a cork seal.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">The jar costs about twice as much as a standard glass jar with a plastic lid, and roughly three times as much as the typical plastic container.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">But it’s plastic-free and a beautiful addition to your natural oral care routine.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">And I learned something:</span><br><span style="font-size: 16px;">Sometimes the best products come from the ones you decide not to make.</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">What do you think?</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">Should we still attempt to take down Big Toothpaste? Or have I convinced you to <a style="color:#426160; text-decoration:underline" href="https://ctrk.klclick.com/l/01KSWS7RJ0VG316MF18C5714FG_5">give Pearl Powder a try</a>?</span><br><span style="font-size: 16px;"> </span><br><span style="font-size: 16px;">- Nate 🌲</span><br><br></div></div></div></td></tr></tbody></table></td></tr></tbody></table></div><!--<![endif]-->
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