Vegan toothpaste... jelly?!

We’ve shaken up the toothpaste game. Well, given it a wobble at least. That’s right, toothpaste jelly! Vegan, effective and super delicious. Never mind what Destiny’s Child said… we totally think you’re ready for this jelly.

Toothpaste jelly gives all the clean feeling of your regular toothpaste, but with a whole host of additional benefits. Entirely recyclable packaging? Tick! Fresh and effective ingredients? Of course! A whole host of delicious flavours to keep you beaming with every brush? We’ve got you covered! 

Each vegan toothpaste has a base of sorbitol and xylitol, two ingredients that are not only sweet, but also prohibit the growth of acid-producing bacteria present in the mouth. It’s seaweed that gives each colourful pot that wonderful jelly texture, making each one soft and soothing in the mouth and on gums.

Thinking back on kids birthday parties, it might sound counterintuitive to brush with a jelly, but  you might be surprised at how similar this feels to the toothpaste you’re used to squeezing from a tube. Better yet, you can mix and match flavours, scooping up however much you want from any pot and creating your own beautiful yet tasty brush art. 

There’s no need to worry about any nasties. The product is made so that the base is a bacteria buster, meaning you can dip your brush and use as many times as you please, safe in the knowledge that your smile is safe as well as environmentally sound.

Enough on the base. You want to know about what each of these pots of joy are all about, right?

Blue Tooth (The blue, balsamic one)

This is packed with antibacterial eucalyptus oil and refreshing peppermint oil for a new menthol twist on classic mint. A lemongrass infusion is used for its antiseptic properties, and deodorises breath wonderfully with its uplifting fragrance sure to leave you smiling.

Tooth Fairy (The pink, magical one)

This pink palate pleaser takes care of your teeth with calming and soothing marshmallow root, a plant used for its traditional health benefits. This one is sure to be top of the pops, with a deliciously sweet bubblegum flavour. All that candy flavour without the cavities! Curve that sugar craving with something great for your teeth.

Plaque Sabbath (The black, polishing one)

Go back to black with gently polishing activated charcoal, as spicy clove bud oil, a natural antiseptic thanks to its natural eugenol content, soothes sore gums, giving you something to shout about. The flavour of Brazilian orange oil, tangerine oil and liquorice root infusion works together so you can rock fresh breath all day.

White Fang (The white, minty one)

Keep your canines feeling fine with an arctic blast of cooling mint. This is the one to go for if you love that traditional freshness, but want the added benefits of a self preserving product that’s not tested on animals, and with a completely recycled and recyclable pot. Quadruple mint provides an icy blast and refreshes your breath naturally.

Tang-O (The clear, cleansing one)

An all round total cleanser, this aloe vera toothpaste jelly soothes the gums and refreshes the palate. Antibacterial tea tree oil from Australia is super effective at blasting away bad breath and cleaning the teeth and tongue. Tingly menthol crystals give an icy hit to keep you cool and make sure you know when you’ve been Tang-O’d.

Megawatt Smile (The yellow, buzzing one)

The ingredient we’re buzzing about in this one is the electric daisies, which are an incredible ingredient for oral care. They increase salivation by tingling on your tongue and lending this sunshine yellow jelly their antibacterial properties. Go for this if you want a refreshing citrus twist while brushing with bergamot, litsea cubeba and a pinch of cleansing sea salt.

Strawberries & Clean (The red, juicy one)

A unique and juicy blend of lime essential oil, sensual jasmine and real strawberry extract really comes to life when brushing. Initially sweet and jammy, it really freshens up while you’re cleaning your teeth thanks to that refreshing hit of menthol. A touch of vanilla pod infusion adds to the gourmand flavour of this tasty concoction. 

Spearmint Bubblegum (The green, herbal one)

Have no spear! Deodorising parsley and cooling spearmint are here to freshen your breath while Brazilian orange oil and cassia provide a sweet bubblegum flavour. Parsley is full of chlorophyllin, giving it the ability to neutralise breath. Enjoy a refreshing burst thanks to the menthol crystals that will leave you feeling mint!

Purple Bananas (The purple, gentle one)

Go bananas for this intriguing blend of chamomile, banana extract and lemon. Marigold petal infusion, also known as calendula, is soothing on the gums and is a natural anti-inflammatory, ideal for mouths that need a gentler touch. A hint of cardamom adds a depth of flavour while being a powerful breath freshener. 

Tornado (The orange, spicy one)

Get your taste buds in a spin with warming cinnamon, fresh green mandarin oil and herbal Siberian pine oil. The spicy twist of cinnamon gives that kick where it’s needed, tasting delicious while lending its powerfully antimicrobial powers and ensuring your mouth and gums are left in tip top condition.

So what’s your flavour? Imagine the combinations you can create, with your toothbrush as your tool for stunning flavour masterpieces. 

Want to know how you use vegan toothpaste jellies? Easy! Check out this video and brush up on those skills.

Share your creations and combinations with #brushart to show your ultimate recipes for deliciously fresh breath.

Comments (11)


about 2 days ago

Please bring them back!!!! I love them so much!!! I like them more than the tabs!!! Please! Please!

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about 1 week ago

I'm so sad that that toothpaste jellies seem to have all vanished! I would have stocked up if I knew they were going to disappear and we love them so much in our house! Please bring them back Lush!!


about 1 week ago

I was getting hooked on toothpaste jellies as they left me with a cleaner feeling mouth and better mood - please bring them back!


about 2 weeks ago

Why are these no longer available? I prefer these over toothy tabs. Is there a reason these are gone?

about 2 weeks ago

Lush Staff what happened to the tooth Jellies bring them back you make brushing fun and tastes good the good way ..

Lush Customer Care

about 1 week ago


Hey! Thanks for your lovely feedback regarding the tooth jellies! I'm more than happy to pop in a suggestion to get them bought back and available online! ~ Tasha

about 2 months ago

Why have the tooth jellies suddenly have disappeared from sale, all but one (Candy Cane) have just simply vanished from the site for purchase could you explain why this is and resolve the issue l.

about 3 months ago

Im intrigued..... how long will a pot last??

Lush Customer Care

about 3 months ago


Hello! All the toothpaste jellies are fresh for 14 months from when they are made and tend to last about a month with regular use, depending on how much you use at once.


about 3 months ago

Do they contain flouride? My oral health is pretty sensetive so I cant skip flour. :/