• Habit Toothpaste


Habit Toothpaste

Same Habits, New Life!

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Meet Activate

Activate is our morning blend that gives you that boost you need to start your day, thanks to the infusion of Caffeine, Vitamin D, and Vitamin B12.

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Meet Unwind

Unwind is our night time blend that supplies you with the necessary ingredients to get a relaxing night’s rest thanks to the infusion of MelatoninChamomile, and Lavender.

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Habit Toothpaste is manufactured with health, safety and quality as our utmost importance. Keeping that in mind, our products are made in an FDA registered, FDA regulated and cGMP compliant facility that has been in business for over 31 years. Our products are consistently sent to third party testing for microbiology analysis and are consistently tested in house as well for a variety of quality control factors to ensure we are providing you with the safest and most effective products possible.

About us

Habit began by our founders meeting in class their final semester of college at Lynn University. It was in this class that John Rotelle and Jacob Sand discovered a shared passion for entrepreneurship, fitness and optimization.

Featured Alumni at Lynn University

Spring graduates John Rotelle '20 and Jacob Sand '20 recently proved that when the world pauses, innovation doesn't have to. The duo launched a new venture, Habit Toothpaste, in the midst of the COVID-19 pandemic....Read more

I was nervous about the taste due to the extra ingredients but the spearmint in the morning and the vanilla mint at night are both great.

Mark G.

As someone who travels often my biggest problem is adjusting to the jet lag. Habit has really helped me feel awake and active in the morning after travel and relaxed after a hard day's work. Hands down the best toothpaste for any global traveler!!

David S.

Habit Toothpaste has helped me rise faster while also cleaning my teeth. The best part about it for me is the smell of the lavender at night really helps me conk out.

Sam T.

Habit toothpaste gives me energy when I need it. I feel like I don’t need to reach for my energy drink or even my coffee in the morning like I always used to in the past. And by the end of the day when I use their nighttime paste I pass out in bed. Must have!

Giovanna M.

After using the Activate and Unwind I have been noticing that I don’t need to whiten my teeth as much as I used to and in the mornings I don’t have to drink coffee as much. The fact that I can get a boost at any given point of the day and not have to worry about staining my teeth is a huge plus for me.

Hunter E.