Frequently Asked Questions

• Puredent is a non-fluoride, science-driven oral care brand formulated for safe, effective daily oral protection for both adults and children. • It uses Hydroxyapatite (HAP) – the same material used in strengthening and rebuilding the natural tooth enamel/teeth. • Powered by natural actives: Clove Oil, Xylitol, Peppermint Oil, Spearmint Oil.

• Many consumers are becoming concerned about fluoride ingestion, and want healthier oral care alternatives. • Puredent offers effective cavity protection without any risk of fluorosis and chemical ingestion. • Hydroxyapatite delivers similar or improved protection vs fluoride but is biocompatible and safe even when swallowed.

• Adults, children, families, and consumers seeking safe, natural, non-fluoride oral care. • Health-conscious consumers, parents, and individuals with sensitivity to fluoride. • Dentists and professionals seeking alternative remineralising solutions for their patients.

• Made under strict international quality & hygiene standards (GMP-certified environment). • Formulated using clinically backed oral care science.

• HAP makes up 97% of tooth enamel and 70% of dentine. • It fills micro-cracks, rebuilds enamel, and reduces sensitivity naturally. • Like-for-like replacement of lost minerals = natural remineralisation. • Clinically shown to be as effective as fluoride for cavity prevention.

Yes. • Hydroxyapatite remineralises enamel, restoring mineral content. • Xylitol inhibits cavity-causing bacteria. • Essential oils (clove, peppermint, spearmint) provide antibacterial, freshening, and gum-protective benefits.

• Xylitol reduces Streptococcus mutans, the primary bacteria responsible for tooth decay. • It helps maintain a healthy oral pH, reduces plaque formation, and is especially beneficial for kids' teeth. • Provides a mild, naturally sweet taste without sugar.

• Clove oil is known for its natural analgesic (pain-relieving) and antibacterial properties. • Helps soothe the gums, reduce inflammation, and support long-term gum health.

• Provide long-lasting fresh breath (up to 12 hours depending on the variant). • Contain antibacterial properties that help maintain a clean mouth environment. • Offer a refreshing, cooling brushing experience preferred by consumers.

Yes. • Hydroxyapatite seals open dentinal tubules, reducing sensitivity. • Consumers will feel relief from mild to moderate sensitivity over consistent use.

Absolutely. • Non-fluoride = safe even if accidentally swallowed. • Kids' gel variant uses xylitol + mild flavours for gentle enamel care. • No harsh abrasives or artificial irritants.

• Twice daily for complete protection. • Suitable for long-term everyday use.

Yes. • HAP helps strengthen enamel around brackets. • Safe for crowns, fillings, veneers, and implants.

No. • Formulated with low-abrasive polishing agents to avoid enamel wear. • Safe for sensitive teeth.

1. Puredent Paste (Advanced Total 3X Bio-Defense) • 2-hour oral protection • Hydroxyapatite + Xylitol + Essential Oils • Ideal for adults seeking advanced enamel care 2. Puredent Gel (Bio-Fresh & Strong) • Offers 10 benefits for everyday use • Designed for mass-market affordability • Long-lasting freshness & antibacterial protection 3. Puredent Kids Gel (Xylitol Gentle Protect Gel) • Fluoride-free & safe if swallowed • Mild flavors + enamel protection • For ages 3-6 years

• Premium = Advanced enamel rebuilding + sensitivity protection • Economy = 10-in-1 protection for everyday family use • Both are non-fluoride and antibacterial

• Concerns about fluorosis, especially in children and seeking chemical-free oral care products • Risk of overexposure from multiple fluoride sources (water, food, toothpaste) • Desire for safer, natural alternatives

Yes. • Supported by multiple global studies • Used in Japan for decades as a standard oral care active • Proven for enamel rebuilding, cavity prevention, and sensitivity relief

• Both are effective, but HAP is safer for ingestion • HAP is naturally found in the body • Ideal for kids, pregnant women, and sensitive individuals

• Yes, PureDent complies with all NAFDAC requirements. • Formulated under strict quality control and GMP standards.

• PureDent uses clean, safe, plant-derived essential oils • Non-toxic, non-harmful, and safe for daily use

No. • Sweetened naturally with Xylitol, which prevents cavities.

• Only mainstream non-fluoride + hydroxyapatite toothpaste in its category • Safe for kids AND adults • Backed by science (HAP) • Premium experience at competitive pricing • Fast-growing segment in Nigeria (natural/fluoride-free care)

• Rising consumer shift to natural & safer products • High repeat usage (daily-use category) • Strong marketing support (digital, activation, sampling) • High margin potential • Differentiated offering vs Colgate, Macleans, Closeup, etc.

• Retail visibility materials • Sampling drives • Digital campaigns to drive footfall • Consumer education materials • Regular sales team visits and POS presence