Fresmy; Country: Estonia
Fresmy Peach Toothpaste Tablets for Kids
These tablets aim to make toothbrushing fun for kids, thanks to their crunchy texture adding a sensory element to cleaning teeth. The tablets contain hydroxyapatite, a fluoride alternative that strengthens enamel and remineralizes teeth, helps prevent cavities, and reduces sensitivity, and is gentle on young teeth. They also contain probiotics, to support a balanced pH in the mouth and promote beneficial bacteria. The tablets are free from sodium lauryl sulphate, artificial colorings, and preservatives. With a natural peach flavor, the tablets are presented in compostable packaging. To use, the tablets are chewed, and the teeth brushed with a wet toothbrush, before the foam is spat away.
Hall (Pavilion) and Stand Number: D18; Hall: 16 Specify if Mother Company or Distributor: Mother Company (Brand Owner)
This product is a winner in the category Green & Organic of Cosmoprof 2025
Launch Date (First worldwide launch must have been launched within 12 months prior to the event). Date (Month/Day/Year)
24.02.2025
Retail Price & Fill Sizes
Retail Price 12,69 EUR, 124 tabs for 1 person enough for 2 months.
Target consumers are individuals of all ages who are seeking a more sustainable and natural approach to oral care.
Typical customer being a woman aged 20 to 60 and with a slightly higher income and who prioritize sustainability eco friendly living and natural ingredients using our products as part of their daily routine.
Younger customers who value the convenience of our product for travel as it’s perfect for hand luggage or on the go use.
We are under natural, eco, vegan, oral care segment.
Product Description (Function, Benefits, and Target Consumer)
The idea behind Fresmy toothpaste tablets for kids is to make brushing teeth effective and safe for little ones while giving parents peace of mind.
Brushing with a crunchy tablet becomes a fun activity for kids rather than a chore encouraging them to build healthy habits.
Fresmy tablets are 100% natural and free from harmful chemicals, making them safe even if accidentally swallowed. Tablets contain the innovative ingredient hydroxyapatite that’s a safer and effective alternative for fluoride, known for its ability to remineralise teeth.
Travel-friendly and sustainable packaging.
Product Innovation
Fresmy toothpaste tablets stand out because of their combination of sustainability, natural ingredients, and effectiveness. Our product is completely free from harmful chemicals like SLS, and artificial additives, offering a cleaner, safer alternative for daily oral care.
What sets Fresmy apart is the use of Hydroxyapatite (HAp) as a fluoride alternative. HAp helps remineralize tooth enamel, reduce sensitivity, and strengthen teeth. Additionally, the tablets come in eco-friendly, compostable packaging instead of traditional plastic tubes, significantly reducing plastic waste.
Fresmy’s design is travel-friendly, as the tablets are compact and easy to carry, perfect for on-the-go use. Whether it's for families seeking natural, sustainable oral care or travelers in need of a convenient, eco-conscious option, Fresmy provides a solution that meets diverse needs.
Our innovation is not just in the product itself, but in our commitment to sustainability and clean ingredients. By using non-toxic, vegan, and cruelty-free components, we align with the values of conscious consumers.
We want to reach and be heard by more people, not only environmentalists, which is why we would like to differ by bold package design and loud statements.
Product Claims & Benefits
Fresmy tablets are made from 100% natural, non-toxic ingredients. Tablets contain hydroxyapatite, a fluoride alternative that strengthens enamel, helps prevent cavities, and reduces sensitivity—all while being gentle on young teeth. Tablets support healthy teeth and gums while turning daily oral care into a fun, fruity experience. With added probiotics, tablets maintain a balanced pH in your mouth and support beneficial bacteria. Fresmy tablets don’t contain harsh ingredients such as sodium lauryl sulphate (SLS), artificial colourings or preservatives.
Research, Clinical Tests & Trials Results (Safety & Dermatological)
These tablets aim to make toothbrushing fun for kids, thanks to their crunchy texture adding a sensory element to cleaning teeth. The tablets contain hydroxyapatite, a fluoride alternative that strengthens enamel and remineralizes teeth, helps prevent cavities, and reduces sensitivity, and is gentle on young teeth. They also contain probiotics, to support a balanced pH in the mouth and promote beneficial bacteria. The tablets are free from sodium lauryl sulphate, artificial colorings, and preservatives. With a natural peach flavor, the tablets are presented in compostable packaging. To use, the tablets are chewed, and the teeth brushed with a wet toothbrush, before the foam is spat away.
Certifications & Patents
Our production (in Lithuania) conditions comply with ISO 13485:2016, ISO 22000:2018, ISO 14644:2015 and GMP standards.
Our products are certified vegan (V-label).
Our brand and logo trademark are officially patented within the European Union.
Ingredients List & Formulation (Mandatory — failure to provide may result in disqualification from the contest)
Social Media: We engage with our audience across platforms like Instagram, Facebook. We share educational content about the importance of natural ingredients and oral care, the benefits of Hydroxyapatite, and the environmental impact of using plastic-free products. Our posts feature product demonstrations, customer testimonials, and oral care tips / fun facts, creating an interactive community around Fresmy.
Influencer Partnerships: We collaborate with eco-conscious influencers and dental professionals who align with our values to authentically promote our products. These influencers help amplify our message about the importance of clean, sustainable oral care.
Email Marketing: We use email newsletters to keep our loyal customers updated on product releases, special promotions, and sustainability news. This helps us maintain a strong relationship with our audience and reinforces our commitment to eco-conscious living.
Collaborations and Partnerships: We partner with eco-friendly brands, events, and organizations to expand our reach and promote shared values. These partnerships enable us to tap into new customer bases while aligning with other like-minded companies.
In-Store Activations & Sale Campaigns: We run in-store sales campaigns, offering special discounts and promotions to encourage trial and purchase. We organize product demonstrations in eco-friendly stores and in the dental clinics.
Technology Features
INCI: Xylitol, Calcium Carbonate, Hydroxyapatite*, Potassium Citrate, Sodium Myristoyl Glutamate, Aroma**, Maltodextrin, Zinc Citrate, Magnesium Stearate, Sodium Bicarbonate, Rebaudioside A, Menthol, Acacia Senegal Gum, Mannitol, Lactobacillus Ferment, Cyanocobalamin (Vitamin B12). *Natural fluoride alternative that strengthens teeth. ** Natural flavouring.
Fresmy tablets are certified vegan (V-label) and produced with cruelty-free organic ingredients.
Tablets come in compostable bag instead of a plastic tube. 98% smaller carbon footprint compared to classical toothpaste (ClimateKIC).
How to use toothpaste tablets? It’s pretty straightforward – just chew a tablet, brush with a (wet) toothbrush and spit the foam. Tip: do not rinse, so minerals stay in your mouth for the maximum effect.
Sustainability Credentials & Certifications
Fresmy is redefining oral care. We believe that everyday oral care should be effective, natural, and environmentally responsible. Our toothpaste tablets are made using 100% natural, non-toxic ingredients, with a focus on effectiveness and safety. We are committed to cruelty-free formulations, ensuring that our products and raw-materials are never tested on animals. Our products are certified vegan (V-Label). 0ur packaging is completely eco-friendly, using compostable bags instead of plastic tubes, significantly reducing waste and our carbon footprint. We prioritize recyclable materials and sustainable sourcing, ensuring that every step of our process aligns with our environmental values. Furthermore, we are dedicated to offering refillable solutions, encouraging customers to reduce single-use plastic. We believe in transparency, ethical sourcing, and actively working towards a cleaner, greener future for both people and the planet.
How to use it
Over 1.5 billion plastic toothpaste tubes end up in the landfills every year. You swallow 7% of toothpaste filled with unnecessary ingredients every time you brush teeth. We realised that if everyday products can be made without harmful chemicals and packaged more responsibly - they should.
Taking the idea of a toothpaste, removing the harsh toxins and plastic tube, adding clean ingredients as effective, making it convenient and good-looking, and packaging it sustainably. This way, we are establishing a 98% smaller carbon footprint compared to traditional toothpaste (according to Climate KIC).
Our product aligns closely with the Green & Organic category criteria by focusing on sustainability, natural ingredients, and eco-friendly practices. Fresmy toothpaste tablets are made with 100% natural, non-toxic ingredients, ensuring a safe and effective alternative to traditional toothpaste. We prioritize environmentally responsible packaging, using compostable bags instead of plastic tubes, significantly reducing our carbon footprint.
Market Positioning & Distribution Markets
Fresmy is positioned as a sustainable oral care brand, offering natural, effective alternatives to traditional toothpaste/ oral care. Our distribution channels include direct-to-consumer sales through our online store (available also subscription-model), retail shops, beauty and cosmetic shops, dental clinics. Currently, we are available in Estonia, and we have started expanding into other European markets. We have an established distributor in Finland and have successfully provided private label products in Italy and the Czech Republic.
We aim to grow our presence in countries such as Germany, the UK, the Netherlands, and Scandinavia, where demand for sustainable, natural products is high. Additionally, we are exploring opportunities for international distribution in North America, Asia and beyond, to reach a broader, eco-conscious customer base.
Website and/or Social Media Channels + Editorial Coverage
Website: https://fresmy.com/en/
Instagram: https://www.instagram.com/fresmytabs/
Facebook: https://www.facebook.com/Fresmytabs/
Timeline
10 December 2024
Platform Opening
12 February 2025
Entries closing
28 February 2025
Finalists Announcement
17 March 2025
Deadline for Receiving Products
21 March 2025
Awards Ceremony
Winners Announcement