Mouthy, the brainchild of New Zealand entrepreneur Mindy Evans, is reshaping the way we think about oral hygiene. What started as a quest for safer, more natural personal care products during her pregnancy has blossomed into a thriving business, offering consumers a clean, effective, and enjoyable oral care experience.
Inspired by her growing family, Mindy embarked on a three-year research and development journey to create Mouthy. The goal? To craft a toothpaste that was not only non-toxic but packed with high-quality ingredients, while maintaining affordability. It wasn’t easy. Sourcing locally and ensuring sustainability often raised costs, but Mindy stayed true to her vision. She trusted that consumers would appreciate the quality and understand the value behind every tube of Mouthy toothpaste.
Mouthy’s formulas strip away unnecessary additives, focusing on beneficial ingredients like chamomile extract, known for its soothing properties, and propolis, which provides natural antibacterial protection. Manuka honey is another standout ingredient, offering both antibacterial and healing benefits. And fluoride? Mouthy includes it at the New Zealand Ministry of Health's standard level, ensuring strong enamel and cavity prevention.
But what truly sets Mouthy apart is its holistic approach to oral care. Mindy’s mission is to elevate brushing from a mundane task to a mindful self-care ritual. As she puts it, “Our goal is to simplify everyday oral care, creating a beautiful, enjoyable daily ritual that nurtures your entire mouth and body.”
The Journey from Concept to Creation
When asked about the challenges of creating Mouthy, Mindy reflects on the learning curve and the complexity of product development. "From concept to creation was a three-year R&D project where we were clear on the ingredients we wanted to include and how they reacted and tasted when combined. This took a while to perfect, with many iterations along the way. The biggest challenge was around cost, especially as we wanted to maintain our values of sourcing local, high-quality ingredients while using eco-friendly packaging. It wasn’t easy, but we stuck to our core values.”
Mindy’s commitment to quality never wavered, even when faced with tough decisions. She knew consumers would see Mouthy for what it was—an investment in their oral health, and a product that aligned with their ethical values.
Choosing the Right Ingredients: Why Fluoride Matters
Mouthy’s toothpaste may be minimalist in its ingredient list, but every component is carefully selected for its effectiveness. Mindy shares, “We started by looking at mainstream toothpastes and removing unnecessary, complex ingredients. We then added soothing agents like chamomile and propolis, which help to address sensitive mouths.”
One of the most important decisions was the inclusion of fluoride. Living in Mangawhai, where tank water is common, Mindy understands the importance of fluoride in strengthening enamel and preventing cavities. "We included the Ministry of Health’s standard amount, which is lower than many other brands, providing a balanced option for those who want fluoride in their oral care," she explains.
What’s Next for Mouthy?
Mouthy’s journey is far from over. With plans to expand the product line, Mindy remains focused on keeping things simple. "We have many exciting plans, but we are committed to simplifying oral care. Our upcoming launch will be a complete oral beauty ritual, designed to elevate your daily routine without overwhelming you.”
For Mindy, it’s not just about creating new products but about enhancing the self-care experience. Mouthy aims to make brushing your teeth an enjoyable part of your wellness journey, offering a moment of mindfulness in the everyday hustle.
Managing Mouthy as a Husband-and-Wife Team
Running a business with her husband comes naturally to Mindy. “We met through work, so it’s all we’ve ever known,” she says. Her advice for other couples considering a joint venture? “It’s important to clock off after hours and focus on family. Also, always be respectful and kind to each other. Lean on each other’s strengths and keep the work culture fun and positive.”
Moments of Reward
For Mindy, the most rewarding part of Mouthy’s journey is the positive impact the brand has had on customers. One of her most memorable moments came from a woman undergoing chemotherapy who found Mouthy’s toothpaste gentle and soothing, unlike other brands she had tried. “It was amazing to read that,” says Mindy, “knowing we’ve made a real difference in someone’s life.”
Mindy’s Approach to Wellness and Mindfulness
As a mother of two, Mindy is all too familiar with the challenges of balancing work and life. Self-care, for her, is about making time for herself, even in the busiest of times. “Self-care, wellness, and mindfulness are about checking in with yourself and having non-negotiables that fill your cup,” she says. “For me, it’s solo walks with a podcast. That’s my happy place.”
Spring: A Season of Renewal
Spring holds a special place in Mindy’s heart. It’s a time for renewal, for pilates in the sunshine, and for clearing out the old to make way for the new. "I love seeing people’s moods lift as the warmer weather arrives," she shares. For Mindy, spring is a time to refresh not just her wardrobe but her mindset, embracing the vibrant energy that the season brings.
With Mouthy, Mindy Evans has created more than just a toothpaste. She’s crafted a brand that speaks to the importance of holistic health and wellness, proving that oral care can be both enjoyable and effective. As Mouthy continues to grow, Mindy remains committed to making the everyday act of brushing your teeth a mindful, health-affirming practice.
Mouthy's Spearmint & Eucalyptus Fluoride Toothpaste 100g is included in MyTreat's September 2024 'Spring Zing' Wellness Box amongst other treats. Subscribe now.