An Australian company called Gem has been created to make a range of toothpastes and other products that replace harsh chemicals with natural alternatives. The toothpastes are packaged in pretty pastel tubes targeted directly to the Millennial and Gen Z market.
There has been a huge shift in the cosmetics industry to natural products but not to the same degree for personal care products. In supermarkets toothpaste is dominated by mega brands that have not really changed much. People have been buying the same toothpaste they did 20 years ago.