In a quest for an ethical, all-natural solution to oral care and teeth whitening, the sister team of Amra and Azra Hajdarevic, based in Los Angeles, California, founded Terra & Co. and developed an activated charcoal toothpaste, Brilliant Black Toothpaste.

Many oral care products on the market today contain harsh chemicals which are absorbed quickly through the gums into the bloodstream. At Terra and Co., the mission is not only to create an ethical product from conception to consumption, but also to add elegance to bathrooms and fun to oral hygiene routines. Product ingredients include purified water, diatomaceous earth, baking soda, xylitol, coconut oil, activated carbon, peppermint oil, xanthan gum, and tee tree oil.  The toothpaste is 100% vegan, gluten-free, and cruelty-free.


Why Activated Carbon

Because it's anti-bacterial, anti-fungal, negative ionic charges of charcoal bind to bacteria, plaque and tartar to remove stains and promote healthy pH levels in the mouth.


AGB: The design and packaging is very chic, how long did it take from idea to the first sample?

TC:  From the very start, we knew that design and packaging would be clean, black and white, sort of a Japanese minimalism. We played with this idea for a couple of different designs, and the third design married all those ideas and became our final packaging. We want our clients to be as excited as we are, not only to have a great product but to dress up your bathroom as well.

AGB: Does one use Terra & Co. charcoal toothpaste every day, or do you interchange it with other toothpaste?

TC:  Brilliant Black Toothpaste can be used daily. It's great for people with sensitivities. The activated charcoal we use is finely grated bamboo carbon that will not damage your enamel, but will deliver whitening and antibacterial power. You can still alternate with other kinds of toothpaste as well.

AGB: Do you have any literature you’d like to recommend to readers on the benefits of activated charcoal? And are there any warnings or precautions that you’d like to mention?

TC: Activated charcoal is definitely a trend from the food to face mask movement, but I would be careful when it comes to ingesting activated charcoal on regular basis. Activated charcoal does remove toxins from your body, but it could also remove supplements and medications that some of us take every day. It’s safe when applied topically, but it’s always recommended to consult your doctor before you jump on any trend as well. 

For more information on the complications and controversies of activated charcoal read: Activated Charcoal.

You can buy Brilliant Black Toothpaste in two and four-ounce sizes. Also available is the Brilliant Black Set which includes four ounces of toothpaste and a 100% Biodegradable toothbrush made out of bamboo and nylon (BPA-free) bristles that are infused with activated charcoal for double the whitening effect. The toothbrush comes in an original Terra & Co. travel case.  

Also available @Ricky'sNYC