Eco-friendly dental health on subscription

UK – The Floe subscription kit is designed to reduce the environmental impact of the oral care industry.

Floe has launched its subscription box to encourage consumers to develop habits that are good for the planet as well as their oral health.

Backed by dentists, the boxes include a Swiss-made Curaprox toothbrush, whitening and anti-cavity toothpastes in sugar cane packaging and floss made from bamboo charcoal fibres.

The brand uses a 100% circular model to eliminate waste. Every 12 weeks, when customers receive a new box, Floe asks that they return their used tubes and packaging, so that they can be correctly recycled and turned into new products.

While some direct-to-consumer (DTC) dentistry models have been scrutinised for encouraging DIY treatments, Floe instead taps into the rise of Certified Wellness.