BEFORE Oral Care Products Reached Whole Foods Market
The brand has launched its sustainable toothpaste and mouthwash line across all U.S. Whole Foods Market locations.
Updated on Sept. 21, 2026 in Consumer Goods
Live Poll
Do you prioritize sustainable packaging when shopping for everyday household items like toothpaste?
Sustainable oral-care company BEFORE has launched its line of toothpaste and mouthwash products in Whole Foods Market stores nationwide. The brand emphasizes eco-friendly packaging and natural formulations for health-conscious consumers.
Why it matters
The expansion aims to increase consumer access to sustainable, effective oral-care options that prioritize environmental impact alongside daily health. By moving into a major national retailer, the company significantly widens its market reach for its specialized hygiene products.
The company utilizes 100% recyclable, plant-based toothpaste tubes manufactured from sugarcane to support its sustainability goals. This launch covers the brand's entire portfolio of fluoride and fluoride-free formulations.
The players
BEFORE
This is a sustainable oral-care company that produces eco-friendly toothpaste and mouthwash options.
Whole Foods Market
This is a national American supermarket chain that specializes in selling products free from artificial colors, flavors, and preservatives.
Owen Wilson
He is an American actor and screenwriter who serves as an investor in the oral-care brand.
Kaitlyn Bristowe
She is a television personality and former Bachelorette who is an investor in the company.
The details
The product lineup is vegan, cruelty-free, and manufactured without SLS, SLES, PEGs, GMOs, or parabens. The brand further differentiates its offerings by using nano-hydroxyapatite to aid in enamel remineralization, alongside utilizing compostable, plant-based bottles for its mouthwash products.
Timeline
September 21, 2026: The company announced its national retail launch at Whole Foods Market.
Market Landscape
The launch positions BEFORE within the competitive natural oral-care sector by scaling through a premier health-focused retailer. It reflects the broader industry move toward sustainable, plastic-free alternatives as standard expectations for modern consumer goods.
Shoppers can now find the brand's fluoride and fluoride-free options on the shelves of their local Whole Foods Market. This provides consumers with an immediate opportunity to swap out standard plastic oral-care containers for the company's plant-based, compostable alternatives.
The takeaway
Sustainable hygiene products are becoming increasingly accessible as major retailers broaden their inventory to include eco-conscious brands. Consumers interested in reducing household plastic waste can look for these plant-based alternatives during their regular grocery shopping trips.
Further reading
Learn more about the latest trends in the Consumer Goods market.
Source note: This article includes information reported by Mass Market Retailers.
Live Poll
Do you prioritize sustainable packaging when shopping for everyday household items like toothpaste?
