Let's be real - brushing your teeth is boring.


It's so mundane that you go on auto-pilot, so that you can focus on more important stuff (like the delicious bowl of Weet-Bix you're about to demolish...)

It was on one of these mornings that I was standing in the shower, mindlessly brushing, when I randomly started thinking about the impact of my 2-minute routine...

"Why does toothpaste come in a plastic tube?"

"What's actually inside this stuff?"

"What's with the bright blue colour?"


As I asked myself these questions, I wondered why nobody had given toothpaste the 'glow up' that so many other products were given.

Products like shampoos and face washes were all over my Instagram feed, yet my toothpaste was an ~ancient relic~ from the 1800s that nobody had bothered to improve.

In fact...

I hated everything about my toothpaste.

It tasted awful, like the kind of burning sensation you get when you drink tequila straight from the bottle (we've all been there).

It was ugly - I always had to hide it in my bathroom drawer when guests came over and somehow it would find a way to leech sticky paste all over my makeup and hair ties.

I couldn't travel with it, out of fear that it would explode in my luggage** and ruin all my belongings.

**Has happened before

I couldn't pronounce half of the ingredients, and some of the ingredients were literally just numbers - surely that couldn't be a good sign...

And don't even get me started on the single-use plastic tube.


I had a decision to make.

a) Would I just have to suck it up and accept that toothpaste is just a bit... crap?

b) Would I vow to never brush my teeth again in the name of sustainability, risk having no teeth left and being nicknamed 'gummy' by the time I was thirty?


c) Could I do something about it?

On that day, I set out on a crazy mission... to revolutionise the oral care industry, and build the world's most sustainable personal care company.

Welcome to the future of oral care.



Our story started with two questions: Why does toothpaste come in a plastic tube, and what are we actually putting into our bodies when we brush our teeth? After realising that toothpaste needed a serious upgrade, Chelsea Ovijach set out to revolutionise the oral care industry in Australia – and in 2019, The Good Company was born.

Our commitment is to provide products that are good for people and good for the planet. With a focus on using natural ingredients and sustainable packaging, our mission is to help people make the switch to oral care products that are honest, gentle and effective.

We are committed to innovation, sustainability and continuous improvement as a business –constantly evolving to make eco-friendly alternatives accessible to everyone.



Ethical: We pride ourselves on our ethical approach to business and always strive to choose the most eco-friendly options throughout our entire process - from manufacturing our products, to selecting the most sustainable packaging and creating our products locally wherever possible, to support the Australian economy.

Kind: We are kind - to people, to animals and to the planet. All of our products are developed with this in mind and our entire range is proudly cruelty-free. We endeavour to partner with other businesses who share our values and passion for sustainability.

Open: We commit to being open and transparent with our community and are paving the way towards a more personal connection between business and buyer. We recognise the importance of trust and honesty and will always tell it how it is - no BS!