About28

About28 began with the vision of Oral Health Therapist Rosi Ngwenya, who set out to revolutionise fluoride-free toothpaste. After witnessing the challenges her patients faced in finding a product that was effective, safe, and gentle, Rosi dedicated herself to creating a solution that prioritised oral health, gut health, and environmental sustainability.

Frustrated by the shortcomings of most "natural" toothpastes—many of which contained toxic ingredients, excessive essential oils, or insufficient active minerals—Rosi embarked on two years of intensive research and testing. The result is a thoughtfully crafted formula that cleans teeth effectively while featuring scientifically-proven ingredients at ideal concentrations, suitable for the entire family.

About28 stands for oral care that is safe to swallow, clinically effective, and environmentally responsible. Every bright yellow tube reflects the brand’s mission to deliver healthier smiles while caring for the planet. With About28, brushing becomes a simple yet impactful way to prioritise wellbeing.