When we created Nura V1, our goal was simple but ambitious: to make the best enamel repair toothpaste in the world.

We believed it was possible to go beyond the performance of the traditional fluoride toothpastes we’ve considered the gold-standard for 75 years.

We’d spent a year formulating, testing, and iterating in collaboration with the University of Milan, with our final formulation demonstrating over 2x better enamel repair than a fluoride toothpaste from the world’s number-one toothpaste brand, rebuilding enamel in a way that’s not been seen from a commercial toothpaste. The results were better than anything we’d anticipated, and we were very proud of the product we brought to market.

Since launching in June of last year, Nura has grown to be used by thousands of people every day! We’re incredibly grateful to everyone who has supported our mission from the beginning. 
But we always had ambitions to go further with the product, to refine certain details, while also taking on board feedback from all of our customers.

So now, over 392 days and 12 different iterations later, we’re now bringing it to the world. This is Nura V2. 

Thinking beyond just the teeth: 

V1 was all about the teeth. World class remineralisation, to build stronger teeth for life. But your mouth is more than just teeth – it includes soft tissues like gums and cheeks, and an oral microbiome that shapes your oral health. Teeth thrive when that whole environment is in balance. V2 has been developed to care for all of it.

What’s changed in V2:

Bringing prebiotics to our toothpaste

We’ve added to our Mineralising Paste the same prebiotics found in our mouthwash. Core to this is fructooligosaccharides (FOS), a naturally occurring substance derived from chicory root and sugar beet. This is designed to help support a beneficial, cavity-fighting bacterium naturally found in the oral microbiome called S. salivarius. 

Chicory Root, which FOS is derived from.

Why prebiotics, and not probiotics or postbiotics? What most people don’t know is that probiotics (live bacteria) are not effective, viable or even legal in a toothpaste. Toothpastes are regulated as cosmetics and, to show that they’re safe, must not harbour live bacteria. As such, a probiotic in a toothpaste doesn’t work.

And then with postbiotics (dead bacteria, or fragments of substances made by bacteria), while promising, the evidence behind them is still limited. They’re often derived from gut supplements that are then re-hashed and marketed as being for the oral microbiome. We believe prebiotics are the most viable and effective way to support your body's natural defences, at least with today's science and regulations. 

Alongside FOS, we’ve added Tagatose, a rare type of sugar, which actually inhibits cavity-causing bacteria rather than feeding them. This works synergistically with Xylitol, the well-known sugar alcohol which has been shown to selectively ‘starve’ bad bacteria in the mouth. We’ve increased the level of Xylitol in the formula compared to V1.

Gentler on oral tissues

One of the biggest focuses in Nura V2 has been making it gentler for people with more sensitive soft tissues, like gums, cheeks and lips. We listened extensively to feedback, and conducted a round of customer testing as we iterated on the new formula.

We’ve done this through a combination of small changes. The biggest is refining the surfactant system used. In V1, we used Sodium Lauroyl Sarcosinate – an effective cleanser which is much milder than Sodium Lauryl Sulfate (SLS), and also helps clean the teeth surface. However, for some people with more delicate soft tissues, they still found it too drying, or potentially causing some mild ‘sloughing’, where dead surface cells create a film that sheds off cheeks and gums. In V2, we’ve reduced the level of sarcosinate by 40%, and paired it with a coconut-derived ‘co-surfactant’ called CAP-B that helps make the sarcosinate gentler, while still giving the product a pleasant foam. We also included a small amount of Glycolipids, a natural surfactant derived from fermentation, which also helps keep teeth clean throughout the day, not just immediately after brushing. 

Other changes include the addition of coconut oil and hyaluronic acid, to help moisturise and nourish soft tissues. We’ve also slightly lowered the level of menthol, making the formula milder, while still having a fresh, minty finish. 

No more artificial preservative

An area we always wanted to improve upon in V1 was the preservative system used. As discussed earlier, when developing a toothpaste, brands must show the product doesn’t harbour any bacteria, mould or yeast it might come in contact with – especially important for products that live in the bathroom. In V1, we used low levels of an artificial preservative called phenoxyethanol to ensure the product passed these criteria.

While well within safety limits, it’s still a much stronger, broader and less natural solution than what we ultimately wanted. 

 
In Nura V2, we’ve managed to remove artificial preservatives completely, while still passing every single microbial safety test. We do this by relying on the ingredients already in the formula, such as the natural mint oils and zinc citrate, while introducing very low levels of cinnamon bark extract. Meeting these criteria in this way is something we’re really proud of.

Now made in Switzerland

Our Mineralising Paste is now made alongside our Prebiotic Mouthwash in Switzerland. The facility we use not only produces some of the world’s leading cosmetic products, but holds ISO medical-device-grade quality-control standards. Having the highest quality, repeatability and trust in every production run we do is incredibly important. This change helps us ensure that. 

What’s not changed

Of course, the 12% dual-hydroxyapatite that powers Nura is unchanged. This is what makes Nura the step-change it is over any other toothpaste on the market today – rebuilding and remineralising enamel, leaving teeth white and silky smooth, and helping to protect sensitive teeth. This is something we will never compromise on! 

 
We can’t wait for you to try Nura V2, and hope you love it! Let us know what you think.

Best wishes,

Joe and Isaac, Co-founders of Nura.