Before's Packaging Modernizes The Toothpaste Category

Admin

Apr 30

Before is a lifestyle brand with Purifying Toothpaste packaging designed in-house by Jamie Collins. Instead of moving in a visual direction driven by the existing toothpaste category, Before's packaging is fresher and more modern. The design system makes the product feel more like a self-care item and less like a twice-daily, medical-driven chore.

Before, a lifestyle brand redefining self-care for the modern age, recently launched their range of Purifying Toothpastes. Before is defining a new vertical within the oral care industry with its earth-conscious, design-first approach to this historically mundane purchase. The brand is flipping the script on traditional toothpastes to deliver an entirely new product that provides a wildly fresh and satisfying brushing experience unlike any other.

Co-founded by three entrepreneurs with a united passion for self-care and investment in well-being, Before was born from the desire to breathe modern life and healthy disruption into the personal care market. Founders Steve Thorp, Jamie Collins, and Kevin Shaw, were driven by the mission to elevate the conversation around personal wellness by prioritizing how consumers take care of themselves and the planet. Before is using their unique platform to create a community that celebrates healthy living, emotional connection and tackling environmental issues.

All of Before's Purifying Toothpastes are free from harmful ingredients like SLS and fake flavoring, and incorporate clean alternatives like coconut oil, mint oil and aloe extract. The custom blend of sodium fluoride and quality ingredients helps to fight cavities, tooth decay and gum disease, while their exclusive SuperMint flavor delivers an out-of-this-world fresh sensation. All tubes are made of renewable plant-based sugarcane, making them 100% recyclable with 50% less carbon footprint than traditional plastic tubes.

Design and purpose is at the core of everything the brand creates. Before strives to engineer refined, conscious products that add value to your everyday life while minimizing the environmental footprint. Before is continually researching the nuances of self care routines and testing how they can be improved through intelligent design and modern aesthetics. Plus they should look beautiful and feel great.

The toothpaste tube is designed to be aesthetically pleasing and something consumers are proud to show off in their bathroom. The design has a minimalist approach and is unisex, timeless, honest, and built for product expansion. Not only do Before products spruce up the bathroom vanity, but they are also a travel must-have that look trendy on the go.