hello® is on a mission to make the world a friendlier place, starting with your mouth. we’re a new kind of naturally friendly™ oral care, created by a small, independent crew, using thoughtful, effective ingredients so delicious you’ll rush to brush. hello® was dreamed up by one of the most creative minds in consumer goods: Craig Dubitsky. prior to hello, Craig cofounded eos, a women’s personal care brand known for its ubiquitous spherical lip balm. he also served as the CMO of Popcorn, Indiana, and as SVP of Venture Development at Simon Property Group, leading the initial investment in Method Products, where Craig served as a Board Member from 2001 to 2004. you can learn more about him here. walking down the oral care aisle, Craig was struck by the fact that other brands treated your mouth as a war zone, talking about killing and fighting odors, germs and bacteria. combined with the images of stylized and holographic extracted teeth, he saw the opportunity to bring personal back to personal care and create a naturally friendly approach to oral care. that approach became hello and comes to life in everything we do: product development, company culture and our relationships with fans, retailers and partners alike. like everything at hello®, product ideas are a team effort, and we all share what we’d like to see. for example, we noticed the trend of people using oil pulling techniques to clean their teeth and wanted to give a nod to the practice in a hello toothpaste variety. using our guiding principles of making products that are thoughtful, effective, and delightful, Connie, our amazing R&D lead, figured out that coconut oil’s moisturizing properties would be the perfect ingredient in our new sensitivity relief fluoride toothpaste with coconut oil. hello is also serious about using thoughtful ingredients like aloe vera, xylitol and erythritol and takes pride in being free of synthetic dyes, artificial sweeteners/flavors, parabens, microbeads, triclosan, and gluten.