-- In this age of $30 shampoo, $50 sunscreen, and $200 face cream, would you pay $20 for a small tube of toothpaste?
The company, started by Berkeley and Stanford graduates, says it has invested 12 years into research and development of a product called Livionex.
One 1.7 ounce tube of this dental gel retails for $20.
The company’s CEO, Amit Goswamy, said of the thinking behind their product, “Traditional toothpaste was invented in 1873. There hasn’t been a lot innovation in plaque reduction since then.”
The problem, according to Goswamy, is that traditional toothpaste is primarily an abrasive to rub plaque off your teeth; think of those grainy counter cleaners that scour stains off of surfaces.
Livionex, which does not contain fluoride, is described by Goswamy as more like nail polish remover that detaches plaque from the teeth.
I’ve been trying Livionex for a few days and the first thing you notice is how a dental gel differs from toothpaste. It doesn’t foam. It is minty and your mouth feels fresh afterwards.
I noticed that my teeth felt smooth and clean afterwards like when I brush with regular toothpaste. But what has impressed me is that for the rest of the day my teeth felt cleaner for longer. They even felt smoother in the morning when I woke up after brushing them eight hours prior.
The American Dental Association commented on the new dental gel in a statement provided to ABC News.
When I asked Goswamy about the ADA’s statement, the Livionex CEO says the company and the ADA share a common goal.
“We would like to work with the ADA because both of us have the same goal: better oral health in America," Goswamy said.