A few years ago we had our first child and immediately joined many parents the world over who are concerned about the current environmental issues and the direct effects they have on our children. We started to question everything he came into contact with, not wanting to expose him to unnecessary additives and chemicals, and felt frustrated at the lack of choices in early childhood oral hygiene. With a background in pharmacy, we set out to formulate the absolute safest toothpaste for our kids and yours. In the process, we also made it the most fun & yum!Jack N' Jill toothpaste is 100% safe for young children – especially because they have a tendency to swallow it, rather than spit it out! All Jack N' Jill packaging is designed to be appealing to children and is cute enough that parents won't mind it sitting on their bathroom vanity. Alongside the toothpaste we have designed and manufactured the first children’s toothbrushes that are made of NON GMO cornstarch, and are therefore biodegradable and recyclable. Did we mention 'cute'?