It’s hard to believe, but Davids is officially 10 years old! The 10-year mark is a massive milestone, and one that very few small businesses reach. History shows that nearly 18% of small businesses fail within their first year, 50% fail around the five-year mark, and roughly 65% fail by year 10.

This decade represents more than just passing time. It reflects dedication, growth, and the incredible support from customers like you. What began as a single batch of toothpaste (hand-filled in a 1,800 square foot facility) has grown into a nationwide favorite… now available in over 11,000 retail locations across the USA.

It’s difficult to find the right words to express our gratitude, but we want to give you a heartfelt THANK YOU for being such a special, integral part of our journey. To celebrate, let’s look back at how it all started, explore how we (yes, that includes you too!) got to where we are today, and look forward to what’s to come in the next 10 years.

a trip down memory lane

The idea for Davids came to Eric in 2011, when he first started searching for better, cleaner alternatives to conventional toothpaste. Disappointed by his findings, he came up with the “simple” idea to create his own toothpaste company. Of course, it was anything but simple. It turned into a four-year obsession for Eric to develop the cleanest ingredient, highest performance, and most sustainable toothpaste available.

In 2015, Eric and his wife mixed, filled, packaged, and sold their first tubes from a 1,800 square foot facility… and Davids Natural Toothpaste officially launched. They debuted Davids at a Sustainability Fair at the LA Convention Center, where they quickly sparked curiosity, won over early fans, and felt the momentum begin.

Back in those days, it took about two hours for Eric to mix 200 tubes of Davids… and even more time to fill and package each tube. He eventually hired his mother-in-law as his first employee to help out. At one point, they powered through a 104-day stretch of mixing, filling, and packaging by hand.

Our cofounder (and Eric’s wife), Annette, would get home after teaching high school and get straight to helping Eric print labels, box products, and drive across town to drop off all orders by 5pm. This was the norm every single day for the first 3–4 years of the company.

major Davids milestones

2015	Davids officially launches! We sell our first tubes out of our 1,800 square foot facility. Plus, we’ve been Leaping Bunny Certified since day one!
2016	We hired our first employee: Eric’s mother-in-law, Linda. We filled 250,000 tubes by hand, went to our first trade show (Expo West), and became EWG Verified.
2017	Davids goes international! We partnered with our first international distributor in Japan.
2018	We scaled to nationwide distribution and moved into a larger production facility (4,000 square feet).
2019	After hand filling hundreds of thousands of tubes, Davids upgraded to an automated filling machine! We also launched charcoal+peppermint.
2020	We launched herbal citrus mint and spearmint, and expanded into a second production building.
2021	Amazon sales grew exponentially, and we continued to grow across retail channels.
2022	We launched our first nano hydroxyapatite toothpaste and our stainless steel tongue scraper.
2023	Our strawberry watermelon toothpaste launched, along with bamboo toothbrushes and expanding dental floss infused with nano hydroxyapatite. We moved into a 15,000 square foot warehouse.
2024	We launched orange vanilla and mild mint nano hydroxyapatite toothpaste flavors for kids+adults.
2025	Hydroxi™ became trademarked. We launched our Hydroxi™ fresh breath mouthwash and refill kit. Davids is now in over 11,000 retail locations nationwide.

product spotlights

• Hydroxi™: This innovative formula supports enamel remineralization, fights plaque, freshens breath, and promotes overall oral health without fluoride or harsh chemicals.
• tongue scraper: Our stainless steel scraper is designed to remove bacteria that cause bad breath. Durable and sustainable, it lasts a lifetime.
• bamboo toothbrush: 100% bamboo handle, soft BPA-free bristles. A sustainable and comfortable way to reduce plastic waste.

We continue to add new flavors like mild mint, strawberry watermelon, and orange vanilla to take care of our kiddo customers, sensitive mouths, and anyone who wants something special in their daily routine.

what hasn’t changed: our core values

clean, safe ingredients

We believe you shouldn’t have to compromise on safety. We always avoid unnecessary, artificial ingredients and keep transparency at the forefront of our operations.

high performance

Clean oral care should work just as well—if not better—than conventional. We craft formulas for real results and back it with lab testing and testimonials.

sustainability

We use recyclable metal tubes, FSC-certified packaging, bamboo brushes, refillable systems, and more. It is a core part of who we are.

100% vegan and cruelty-free

Davids has been Leaping Bunny Certified since day one. No animal testing ever. Compassion is built into every product.

USA origin

We use 98% USA-origin ingredients. It supports local jobs, reduces our carbon footprint, and gives us greater supply transparency and quality control.

what’s still evolving at Davids: innovation

We are just getting started. We continue pushing oral care forward with science-backed, safe, and sustainable innovations like our Hydroxi™ line.

looking ahead at our next 10 years

The last decade laid our foundation. The next one is all about scale. From international expansion to new products, we are growing the right way.

This next chapter is about establishing Davids as the New American Classic in oral care—rooted in integrity, driven by science, and made for people who expect more.

a warmhearted thanks to you, our customers

Whether you found Davids ten days ago or ten years ago, thank you. Your trust has shaped every step. Because of you, we get to keep raising the bar for what oral care can be.

We are so grateful to have you brushing, flossing, and swishing by our side.

buy now.