Meet the Aussie Brand Making Toothpaste Better
August 29th 2025
–
WellBeing Magazine
–
Kagan Williams didn’t set out to launch an oral care company — but what started as a personal search for a safer, more effective toothpaste quickly turned into Peg Paste, a brand now trusted by families across Australia. We sat down with Kagan to learn more about the journey, the products, and the impact Peg Paste is having on people’s everyday lives.
Your story is such a unique one. Can you share how Peg Paste first came to life?
I didn’t set out to create a toothpaste brand.
I just wanted a toothpaste that was natural, fluoride-free, and still supported enamel health (because my dentist said that was important).
Turns out, that combination was harder to find than expected. Most natural options dropped the fluoride but didn’t replace it with anything meaningful or effective.
So we created Peg Paste:
– Powered by hydroxyapatite
– Free from fluoride, SLS, and artificial additives
– Designed for both adults and children
I’m not a dentist or a chemist, just someone who knew there had to be a better option. Turns out, a lot of other people felt the same way.
For someone new to the brand, which product would you recommend they start with and why?
We usually recommend new customers start with our Intense Mint toothpaste. It’s an everyday formula that consumers stick to long-term and offers everything Peg Paste stands for:
- Powered by hydroxyapatite (a natural alternative to fluoride) to strengthen and protect enamel
- Enriched with prebiotics for healthy oral microbiome support.
- Made with clean, vegan ingredients that are safe and gentle.
- Free from fluoride, SLS, parabens and artificial additives.
- Delivers a fresh, minty taste that feels familiar and effective.
If a customer has sensitive teeth or is buying for a child, we suggest starting with our Natural Mint. This formula is mild in flavour for more delicate mouths while still supporting enamel health.
What has been the biggest highlight for you on the Peg Paste journey so far?
Without a doubt, it’s the stories I hear from our customers. People tell me Peg Paste has truly changed their lives – and that never gets old.
From post-chemo patients who are no longer suffering with painful tooth sensitivity, to parents of neurodivergent kids who’ve finally found a toothpaste that doesn’t cause distress, to people who used to struggle with mouth ulcers and can now brush comfortably again. These stories are everything.
Peg Paste toothpaste may seem like a simple swap, but for many, it’s a huge relief. Hearing that our product is making that kind of difference is the real highlight.
Where can people find Peg Paste?
Online via www.pegpaste.com.au or from one of our many stockists nationwide around Australia.
The post Meet the Aussie Brand Making Toothpaste Better appeared first on WellBeing Magazine.
Read the full article here:
