When we talk about clean beauty, we tend to focus on skin, body, and hair care, with a focus on shampoos, cleansers, and moisturizers. Self care products free of the ickies – parabens, sulfates preservatives, microplastic. etc. – reduce our exposure to toxins and result in a cleaner ecological footprint. Though often overlooked, given the twice daily exposure, clean dental care is as essential as paraben-free serums and sulfate free scrubs. While many commercial toothpastes are awash in sulfates, alcohol, propylene glycol or triclosan, neither are they cruelty free. Made by Dentists has launched a line of cruelty-free dental care with the same attention to results-driven formulations and clean beauty standards we expect from our skin care.
Founded by sisters Dr. Lisa Creaven and Dr. Vanessa Creaven, Made by Dentists is a complete professional oral care protocol with a focus on common concerns like whitening and sensitivity. With four specialized fluoride toothpastes, there’s a formula for every need. The best-selling Ultra Whitening Professional Toothpaste keeps pearly whites bright and healthy with sodium fluoride, hydrogen peroxide, silica and sodium bicarbonate. For those with sensitivity, potassium nitrate is added to the whitening formula to block the tubules in the dentine from the sensations caused by hot and cold.
If in need of enamel replenishment, Enamel Rebuilding Professional Toothpaste contains hydroxyapatite to remineralize teeth along with the sensation-dulling potassium nitrate. All Made by Dentists toothpastes are refreshingly free of cloying fragrance and weird saccharine flavors, as well as packaged in tubes made from PCR (Post-Consumer Recycled) plastic which can be recycled when empty.
For extra brightening, any toothpaste can be jeuged up with Teeth Whitening Powder. The mix of diamond powder – yes, from real diamonds – and hydrogen peroxide remove stains while brushing. For serious whitening, a 14-day course of the hydrogen peroxide-based Express Teeth Whitening Strips are clinically-formulated to brighten teeth. To maintain results on the go, Made by Dentists Teeth Whitening Pen delivers another dose of stain-removing hydrogen peroxide in 5 minutes.
For the ultimate at home treatment, to maximize tooth health and smile brightening, the Made by Dentists Sonic Toothbrush, delivers 48,000 high-frequency movements and vibrations to ensure the professional technology reaches all parts of the teeth. It just takes 2 minutes for a thorough brushing in basic clean, whitening, and sensitive modes. The efficient device is also available in rose gold to blend in with the most stylish bath shelfies.
As an added bonus, Made by Dentist offers kid-focused clean oral care – whimsically designed toothpastes and a rechargable electric -toothbrush – that children will love.
Though like most of us, I’m usually terrified of dentists, it was my pleasure to speak to Dr. Lisa Creaven about being an entrepreneur in clean beauty, the dangers of viral social media dental hacks, beauty positivity, and her desire to modernize at home dental care.
1. How do you feel about TikTok and other viral social beauty and dental trends/hacks? What are the most helpful and most ill-advised that you’ve come across?
During the COVID pandemic, there was a huge focus on at-home beauty trends and, in particular, teeth whitening. The most common method involved using household bleach to whiten teeth. There were so many people making homemade whitening solutions. As a dentist, this worried me because teeth whitening is an active treatment that is only safe if the concentration of active ingredients is controlled. Using highly concentrated and unknown ingredients can lead to permanent damage that is not always evident at the time of use.
2. The beauty and self care industries are sometimes criticized for fostering women’s insecurities about their appearance and exploiting that insecurity for profit, while others see the beauty/wellness industry as empowering. Where do you fall in this debate?
I can totally see this. I feel that oral care has recently shifted in thought. A few years ago, many people were getting full-mouth smile makeovers. Recently, I’ve seen a move toward more conservative approaches that celebrate the individuality of someone’s smile instead of trying to make everyone look the same. I am seeing more adult orthodontics, especially Invisalign and enamel bonding, which is very conservative, and of course, whitening.
3. Was your line born out of frustration with commercial products or the beauty industry? Or were you motivated to address a specific need not addressed by most brands?
Our line was born from a place of frustration with the entire industry. As dentists in our own practice, we felt that the products our patients were using were outdated, lacked innovation and were just not good enough. We wanted to create a range of products that we’d recommend our family and friends to use and it really grew from there.
4. Do you have formal business training, such as an MBA, or a similar degree in chemistry? Or is your professional background mostly in the beautysphere?
Our background and skillset really comes from being dentists and treating patients, and we’ve learned everything else along the way. For us, the most important thing we do is create the best possible products for our customers and spread awareness about oral health. While we don’t have formal business training, we have an amazing team that’s far more knowledgeable than us when it comes to business.
5. When the next generation of women beauty entrepreneurs make themselves known, how will you help or support them?
I think the road of being an entrepreneur is a bumpy one—there is always a problem to fix and things are always changing, so having an open door is very important. It’s about building a network of support around you, so even if I can’t help directly, I might know someone who can. I’ve found women to be so supportive of each other, and I would love to help other female entrepreneurs on their journey.
Previous Q&As in the Female Entrepreneur in Clean Beauty Series:
Read Part 1 in the “Female Founders Q&A” series with the Glow Bar CEO HERE.
Read Part 2 in the “Female Founders Q&A” series with the Uzima CEO HERE.
Read Part 3 in the “Female Founders Q&A” series with the Kinship CEO HERE.
Read Part 4 in the “Female Founders Q&A” series with the Raw Sugar Living CEO HERE.
Read Part 5 in the “Female Founders Q&A” series with the Alchimie Forever CEO HERE.
Read Part 6 in the “Female Founders Q&A” series with the Kindness Powered Skincaee CEO HERE.
Read Part 7 in the “Female Founders Q&A” series with the Iles Formula CEO HERE.
Read Part 8 in the “Female Founders Q&A” series with the Blessed Bananas CEO HERE.
Read Part 9 in the “Female Founders Q&A” series with the Exoceuticals CEOs HERE.
Read Part 10 in the “Female Founders Q&A” series with the Nekko CEOs HERE.
