Introduction

When it comes to oral health, innovation is transforming even the simplest daily routines. Toothpaste, a product that has remained relatively unchanged for over a century, is finally getting a much-needed upgrade. Enamel, a groundbreaking brand in oral care, is leading the charge with their microhydroxyapatite-based toothpaste tablets. These tablets offer a cleaner, more sustainable, and more effective way to care for your teeth, leaving users raving about their experience.

Dr. Jordan Harper and the Enamel team are not just creating a product; they are redefining what it means to brush your teeth. From developing new flavors to overcoming the hurdles of manufacturing and marketing, their journey is one of resilience, creativity, and passion. This blog explores the innovation behind Enamel’s products, the challenges of building a small business in a noisy world, and why these toothpaste tablets are set to revolutionize oral care.

Why Toothpaste Tablets Are the Future

Traditional toothpaste may get the job done, but it’s not without its flaws. Many commercial options contain synthetic ingredients, fluoride, and unnecessary fillers that don’t align with today’s focus on clean and sustainable living. Toothpaste tablets, on the other hand, are portable, eco-friendly, and easy to use, offering a modern alternative to the outdated tube.

Enamel’s toothpaste tablets take it a step further by incorporating microhydroxyapatite, a natural component of tooth enamel. This ingredient strengthens and remineralizes teeth while reducing sensitivity—all without the need for fluoride. According to Dr. Harper, the tablets’ texture and mouthfeel make them stand out: “You can really feel the plaque getting removed from your teeth, and the freshness lingers long after brushing.”

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Key Questions and Answers

What feedback has Enamel received about its toothpaste tablets?

The overwhelming feedback has been that users’ teeth feel exceptionally clean—“like after a professional dental cleaning.” This “spa-like” sensation is attributed to the unique consistency and effectiveness of Enamel’s formulation, which removes plaque and leaves a velvety finish.

Are toothpaste tablets more popular than mouthwash tablets?

Yes, toothpaste tablets are currently leading in sales. However, mouthwash tablets have gained traction among specific groups, such as individuals with braces, who find them convenient for on-the-go use. These tablets are an easy way to freshen breath and prevent cavities, particularly for children and teens navigating orthodontic challenges.

What new flavors are in development?

Enamel’s team has been hard at work creating new flavors. The citrus flavor, with its limoncello-inspired aftertaste, has been a standout favorite during research and development. Lavender, although tricky to balance, is close to perfection, offering a subtle hint without being overpowering. Bubblegum and cinnamon flavors are also in the pipeline, catering to younger users.

What sets Enamel apart from other brands?

Enamel’s commitment to quality and innovation is unmatched. The brand focuses on creating products that are not only effective but also elevate the user’s experience. By combining natural ingredients, thoughtful design, and sustainable packaging, Enamel is setting a new standard in oral care.

Behind the Scenes: The Challenges of Building a Brand

Launching a revolutionary product isn’t without its challenges. Two areas stand out in Enamel’s journey: manufacturing and marketing.

1. Manufacturing

Dr. Harper likens the process to “manufacturing hell.” From perfecting the glass jars and embossed aluminum lids to coordinating die cuts and ensuring consistent quality, the journey has been anything but simple. “You develop a new appreciation for every little thing you see and how it’s packaged,” says Harper. Each decision—from material selection to design—reflects Enamel’s dedication to sustainability and excellence.

2. Marketing in a Noisy World

In today’s crowded marketplace, breaking through the noise is a monumental task. Social media platforms have become the primary avenue for connecting with customers, but they also come with their own set of challenges. “Billions of users compete for attention,” Harper explains, “making it difficult to get your name out there.” Despite the obstacles, Enamel’s strategy focuses on authenticity and quality to build a loyal customer base.

Pro Tips for Entrepreneurs

Dr. Harper offers valuable advice for aspiring entrepreneurs based on his own experiences:

Don’t Quit: The road to success is paved with challenges, but perseverance is key.
Learn from Setbacks: Use failures as opportunities to grow and refine your vision.
Dream Big: Changing an industry starts with bold ideas and the determination to see them through.

Lifestyle Integration: Why Tablets Are Better

Switching to toothpaste tablets is more than a trend—it’s a lifestyle change. Tablets are travel-friendly, waste-free, and easy to use. Enamel’s products elevate this experience by offering superior cleaning, fresh flavors, and the peace of mind that comes with using natural ingredients. Whether you’re at home or on the go, Enamel’s tablets make oral care seamless and enjoyable.

Scientific Backing

Studies have shown that microhydroxyapatite effectively remineralizes enamel, reduces sensitivity, and promotes overall oral health. Unlike fluoride, which forms a temporary barrier, microhydroxyapatite integrates into the tooth structure for long-lasting benefits. Enamel’s commitment to using this innovative ingredient underscores their dedication to providing scientifically backed, high-quality products.

Conclusion

Enamel is not just disrupting the toothpaste industry; it’s reimagining oral care as a whole. With innovative products, a dedication to sustainability, and a passion for improving daily routines, Enamel is setting a new standard for what oral care can be. Whether it’s the spa-like freshness of their toothpaste tablets or the eco-friendly design of their packaging, Enamel is making waves in a market ripe for change.

Ready to upgrade your oral care routine? Discover the benefits of Enamel Toothpaste Tablets today and experience the future of oral health. Shop now at Toothpaste Tablets and transform your daily habits.

Transcript

There's actually people that you hire that are taste testers. So they have a very refined palette. We're very close on lavender. Lavender is hard because you want a hint of it. You don't want too much of it, too much of it. And you're like, I don't want to drink essential oils. Right. Um, I mean, we're building something as simple as a glass jar with an embossed aluminum lid with some toothpaste tablets in it.

And obviously the cardboard and all the other packaging to match. And, um, man, I have a new appreciation for people in manufacturing. That has, everyone is trying to market something. The way we communicate and, and bring new products and new innovations in front of the general public has completely changed with social media.

And so, when people think about a hydroxyapatite based toothpaste tablet. I don't want them to think about any other brand but enamel. I want us to be the pinnacle. Welcome to Minty Fresh Takes presented by Enamel. The podcast where we explore the latest trends, science, and personal stories behind oral wellness.

I'm your host, Xander, and today we have a jam packed show covering some of the most important topics in oral care. From celebrities to experts in the field, you're sure to hear dentistry content done in a fun way. So sit back, grab your popcorn and your floss because you'll need it after and enjoy this conversation.

Thanks for listening. Biggest feedback you've gotten on an animal? Uh, resounding easy. That one is, uh, my teeth have never felt this clean except for going to the dentist after first use of our toothpaste tablets. That's, that's like The number one comment we get is like, wow, my teeth feel so clean. They feel like almost like a spa product.

Yeah, I, I would say like, I think it's the tablet consistency that we have, or the mouth feel of the toothpaste we have, is what contributes to that because it really, you can really feel the plaque and stuff getting removed from your teeth. Um, and, and then the freshness of your breath afterwards lingers.

for quite some time, unlike most, most products. Now, are we seeing most people purchase the toothpaste tablets or the mouthwash? Right now, I'd say we're trending towards the toothpaste tablets. That's what most people are purchasing. I would say my, the mouthwash tablets are being snagged by people in braces.

Um, it's an easy thing for like kids to take to school, try and keep, you know, food out with the teeth after lunch, that type of thing. Um, it's an easy way to kind of freshen things up. Um, and protect against cavities when, um, you know, when they're, when they're this braces, which obviously catch tons of food and stuff like that.

Um, but yeah, I would say right now more sales on the toothpaste tablet side. Now we got new flavors coming out that we're all really excited about. Can you kind of walk us through a little bit of what those flavors are? Yeah, sure. So, um, months of R and D from there, there's actually people that you hire that are.

taste testers. So they have a very refined palette. Um, they basically level out percentages of how much of the flavoring is good enough, how much is not enough, how much is too much. Um, while our manufacturer also keeps the consistent mouthfeel of the toothpaste and obviously the active ingredient, microdrugs, hepatitis still in it.

Um, so. Uh, we've got citrus nailed. Um, so the citrus is going to be very fun, has kind of a limoncello aftertaste. Um, it's, it's really good. Um, we're very close on lavender. Lavender is hard because you want a hint of it. You don't want too much of it, too much of it. And you're like, I don't want to drink essential oils.

Right. Uh, so, so we're getting close on the lavender. I think we've hit kind of like that right balance, but it's, um, it's tricky because the flavoring process is, is very delicate. It only takes a little bit to ruin it or not enough. And it tastes like chalk and we don't want that either for the customer.

So, um, and then we've got some other fun flavors coming out. Uh, obviously a little more geared to the kids, the bubble gums, the cinnamons, uh, that's all in the pipeline too. So it'll be, it'll be fun for the, for the kids too. So now which, which flavor are you most excited about? Hands down the citrus. I'm a mint guy.

So like, hence the traditional enamel toothpaste tablet is mint. Uh, I love the mint. That's what makes my mouth feel the cleanest. Um, but the, the second favorite flavor, I actually surprised how much I like lavender cause I thought lavender would be like, uh, Uh, but lavender is actually pretty good. Uh, but the citrus by far, like, you know, envision yourself, you're on the Mediterranean, uh, you're sipping a cocktail in the Côte d'Azur, and, and that's what it tastes like.

It's pretty awesome. Wow. So, so bottle all of that up and you have that as your toothpaste. That's it. You have that in your toothpaste tablet. So every time you brush your teeth, it's like taking you to the, to the south of France or the coast of Italy to enjoy your, your, your refreshing, uh, teeth. Here's the teleporting one.

That's true. Exactly. Exactly. You're on. You're getting ready with me and you're like, oh, now you're not having to get ready for work. You're getting ready to go to the beach. That's right. That's right. Okay. Pivoting a little bit. Okay. Um, obviously with enamel, there have been plenty of things that you guys have learned over like the last two, man.

Yeah. Last year, year and a half. Yeah. Full blown education. Now walk me through what some of those hurdles have been being the small business that will eventually grow into a large scale business. Two things stick out tremendously. One is manufacturing. Um, when you get, I know Elon Musk was famously quoted after they had produced the Model S and Model X and they were trying to get the Model 3 launched, you know, and they were trying to get that whole process going.

Um, he famously said something about like being in manufacturing hell and having to have a cot on the floor of building the Model 3, trying to get the affordable model out to the masses and what a difficult thing that was. I mean, we're building something as simple as a glass jar with an embossed aluminum lid with some toothpaste tablets in it.

And, and obviously the, the cardboard and never all the other packaging to match. And, um, man, I have a new appreciation for people in manufacturing that has been a monstrous hurdle. Um, huge amounts of money spent on research and development, tons of time back and forth, changing die cuts. I mean, it's, It's a process.

The manufacturing process is, is crazy. So I have a new appreciation for every little thing you see and how it's packaged, um, you know, it's, it's pretty impressive. The second thing has been the marketing. Um. In 2024, it is a very noisy world. Um, everyone is trying to market something, the way we communicate and, and bring new products and new innovations in front of the general public has completely changed with social media.

And so, um, you know, you're not going out and, and, and spending a glob of money on a TV advertisement, you know, for your local news or for national news, you're not doing that anymore. Everything's through social media. And man, there's like, you know, obviously Billions of users of social media around the globe.

So the noise is very hard to break through. Um, and that's been the trickiest thing is trying to get your stick your neck out there, get your name out there. Um, try and compete with all the other, it's not just toothpaste, right? You're competing with all the other things that are being marketed to us on a daily basis on these social media websites.

Um, that's a, that's a huge challenge. Um, you know, and you can have all the money in the world and it won't matter. Um, because at the day, it's like trying to break through the algorithm, um, which is, which is what you have to do to try and get, you know, get successful and get a name out there. Now, from some of the research that I've done and some of the books that I've read, they say that it's a lot harder to go from 0 to 1 than it is to go from 1 to 5.

And so what I'm getting at is from the manufacturing aspect, once you get that first product, not to say that it's easier for the rest of them, but once you get the first product, there is, there is some degree. Yeah. There's some degree to that. Cause you have the right questions to ask the first one. They have no clue what we're doing.

What's a die cut. I don't even know what that means. Um, so you definitely get a little bit of a rhythm. You find out what manufacturers you work well with, which ones you don't, um, which ones get the vision, which ones don't. So you definitely. Start developing it. It's like anything else. You develop your, your, your, your network of people that you can reach out to.

Um, and so, you know, for sure, the first one's always the hardest. It is getting slowly easier with, you know, we've got several products in the pipeline. It is getting easier with those. Um, but still, there's lots of decisions to be made, um, that have to be made by, by Kyle and I and our designer, um, to get everything to that kind of strict brand guideline that we're looking for.

Areas that you have confidence in moving forward for 2025? I would assume it's, it's product it's manufacturing. It's that direction. Yeah. I mean, the biggest thing I have looking forward to in 2025 is product. Like when you try our product, like I think people are pretty blown away by it. Um, that's, that's the key.

It's like, and the hardest thing is getting people to just try it once. Once you try it once you're hooked. You see it, you see what people are talking about. You see what all the hype's about. Um, It's just getting that person to hit go and place the order and then like having them try it and it's like once they try it, it's like, okay, we get it.

We get it now. We understand the convenience factor, the cleanliness factor. We get it. Now, brand wise, you know, where you see enamel being in the next 5 to 10 years, where, what do you envision? My, so, so what I've envisioned is I want when people think about a hydroxyapatite based toothpaste tablet. I don't want them to think about any other brand but enamel.

I want us to be the pinnacle. When you think about electric cars, everyone makes an electric car, but you think about Tesla. Right? And I want enamel to be that for a two page tablet. So that's where I see ourselves in five to ten years. So five to ten years, we're off the coast of France. We're living it up.

Dr. Harper kind of reeling it back in a little bit. Personally, why are you passionate about enamel? Well, five to ten years you're not living it up. You're still gonna be grinding. I'm still gonna be grinding. That's what I do. I work 24 7. Um So I'm passionate about enamel because I think very few times do you get the opportunity to change a market sector completely.

And what I mean by that is toothpaste, right? Toothpaste's been around for a hundred years. And we have the opportunity to totally change people's habits. And, and, and, and not only that, but improve what they're using to brush their teeth with instead of using fluoride, using microhydroxyapatite, that is what excites me.

They're, that, that is like, like, we're not just creating another product. I'm literally trying to change the world's habit and how they view toothpaste, which is like a monumentous task, right? And, and, you know, people would say like, wow, that's ridiculous, but that's why you dream big, right? It's like, if you don't dream big.

and start somewhere, uh, you're never going to change it. And I keep using Elon as a reference because, you know, he's someone that, that is super passionate about what he does in life. I mean, he, way back in what, early 2000s was like, Hey, I'm going to have people driving electric cars. And people thought he was crazy.

And look where we're at now. Um, I drive an electric car to work, you know? I mean, it's nuts. Um, and so like, that's what excites me about the next 10 years. It makes me so passionate. It's like, look, I'm going to change, you know, the ingredient you're using from fluoride to micro hydroxyapatite. And. And I'm going to, to change your mindset about why tablets are better than paste.

And, and those two things, man, it gets me excited. I know we were talking off camera, but every single day is an opportunity to just take one step forward. Yeah, absolutely. You just do a small step every single day, better and better and better. You're gonna look up at 10 years ago, we have impacted millions of people.

Bingo. Bingo. Jeff Bezos said, like, he leaves, he makes one big decision a day. That's it. These days done with one big decision and if I can impact, you know, one, one small aspect of either the company or someone or, you know, that sort of thing, then we're one step closer to being having a more sustainable, you know, eco friendly type, uh, healthcare products, but also to just improving people's oral care.

Uh, from the ground up. I think it's really cool. Now let me ask you this last question. Not just for anybody involved with Enamel, that knows about the brand, but any future entrepreneurs that are watching the show, listening to this, they're following your story, they're seeing how Enamel's growing, it's blowing up.

What advice would you give to them? Don't quit. The hardest lesson I learned was the darkest time I had in my life, I got told no. And I, uh, I got fired. You start self questioning yourself, right? Like, am I good enough? Am I, am I meant to do this? Am I, am I worthy? You know? And um, You get dark thoughts and start getting, you know, you get fired from something.

And yeah, the biggest thing I have is just don't quit. I think there's a lot of people out there that, that will take this story, not just from what you're doing now, because it's easy to jump on when the success is Yes. Prevalent. Yep. It's easy to jump on and see the story when you're going, man. I want to, I want to hear, you know, I want to be, I want to go work for free for Dr.

Harper. Nope. But were people lining up when that was the case? No. Yeah. Yeah. No. Exactly. It's, you know, I know that my family is so grateful, not only for you being our dentist, but also building this product. I mean, I use this product every single day and I have vowed to never go back to, to any toupee tap.

Fluoride based, toothpaste, just any type of the liquid, the gel, but it, it really is crazy. Once you start. It is a, it's a cheat code to feeling your absolute best for the next, for the next day, for your, for your day, uh, upcoming. So, um, I know that, you know, getting a front row seat to enamel and being able to see everything, uh, it has been not just a privilege to see where you guys are at, you know, over the last six months, where are you guys going to be at over the next 18 months?

Because I think these next 18 months of where the journey is for enamel, really take precedent and really display what you guys are going to be. In five years, in ten years. And the impact you guys are going to have around the world. And I am so excited to be able to witness it. So I think it's just, I think, if you guys are watching it right now, I'm telling you, get your stuff now.

Don't wait, don't, don't hesitate, don't go, oh, we'll do it at the New Year's. Start fresh now. Because the New Year's resolution can start December 15th, December 17th, December 23rd, doesn't have to start until January 1st. Needs to be a lifestyle change, right? Lifestyle change. If you want to change what you are, who you are, you know, it starts today.

Well, I appreciate the compliments, man. Um, yeah, it's, uh, it's, it's, yeah, the next 18 months are gonna be really fun. I think it's going to be really, really cool to see this whole thing flesh out and all the sleepless nights and hard work and money spent to try and make this thing happen come to reality.

It's, it's, it's amazing. That's right. Well, listen, grab yourself today. Don't miss out. Thank you guys for watching. We appreciate it. Share it with as many people as you possibly can. Don't let them miss out on the toothpaste revolution that's happening right now with Enable. Thank you guys. Hey guys, thanks so much for tuning in to another episode of Minty Fresh Takes presented by Enamel.

Listen, we all know people that are into the latest trends for their oral care. We also know people on the other side of the spectrum that are not. This show is made for both of those people. And so if you could do us the absolute biggest favor and share this, like, comment, subscribe, but make, make, make sure to share this with your friends on both sides of the spectrum and somebody right in the middle.

So that would be awesome. Our biggest mission here, not only doing this podcast, but with all the products and the dentistry here in NYSL is to ensure the trust and the quality of product that we continually offer to our patients. Our mission through this show and through our brand new product enamel is to ensure that your teeth are being covered by nutrients that actually benefit your teeth.

I micro hydroxy appetite, our toothpaste tablets that we have right here. Toothpaste tablets and the luxury mouthwash tablets. These are both available at enamel. com. That is E N M L. com. And if you're looking for more information on micro hydroxy appetite, feel free to check out our latest YouTube videos.

Like we said earlier, make sure to subscribe to this channel. You don't want to miss anything that we have coming out and thanks so much for watching. We'll see you on the next show.