Silvery-gray toothpaste may not be the norm, but “UGLY by nature,” a newly launched chemical and fluoride-free toothpaste, comes in out-of-the-ordinary packaging and aims to change consumers’ paradigms about oral health. UGLY is doctor-formulated, and made with fair trade organic coconut oil. According to the brand, it contains only natural and organic ingredients that were chosen for optimal oral health; nothing artificial is added.

Dr. Paul Herman, UGLY by nature’s CEO and a Florida-based physician, has treated patients holistically for almost 20 years. When his childhood friend, Adriana Ryan, president and co-founder of UGLY by nature, mentioned that her son suffered from allergies and had allergic reactions to toothpastes, Dr. Herman decided to create one for him. 
After using the toothpaste, the child’s allergic reactions stopped. That initial formula has since evolved to 10, all-natural and organic ingredients which, among others, include organic coconut oil, non-GMO xylitol, coconut-activated charcoal and aloe barbadensis leaf juice.
 
On September 30, UGLY by nature launched an Indiegogo crowdfunding campaign that will run through November 1, 2015. Campaign contributors can earn perks, prizes and even a vacation. The financial goal is $26,000 and money raised will help with production and distribution.
 
“We decided on the name UGLY by nature because of the product’s silvery-gray appearance – our signature color,” Herman says.
 
Currently, UGLY by nature toothpaste is available in seven flavors. All products are certified vegan, cruelty-free and non-GMO.