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ENHANCING WELLBEING WHILE MAKING POSITIVE ENVIRONMENTAL IMPACT

Peg Paste Outer Packaging Blurred

PEG PASTE is disrupting the oral care category. With a collection of premium, natural toothpastes in innovatively-designed packaging, the brand has the ambition to elevate the health and wellness of both consumers and the planet alike.

The brand was originally created to solve a problem. Stuck at home throughout the course of the Covid-19 Pandemic, founder Kagan Williams found herself noticing more, particularly everyday pain-points such as frustrating toothpaste tubes, that she’d constantly complain about but do nothing to correct. It highlighted how much she mindlessly just accepted, while being stuck on the hamster wheel of her corporate life.

Now pregnant, bored and forced to slow her pace, she began to question everything and seek better alternatives to the mainstream mediocre.

- I realised that the small everyday things were the ones that were consistently impacting me. My life was already busy and about to get busier with a baby on the way. Any opportunity to simplify my life and enhance my every day, I wanted to explore, even if it meant I had to create the opportunity myself, says founder Kagan Williams.

Over the next three years, Williams collaborated with cosmetic scientist, Ayla Shepherd, to craft a toothpaste that addressed so many issues we face as a globe.

From a formula perspective, there is now an effective, natural product that dental professionals can recommend to patients who prefer not to or aren’t able to use fluoridated toothpaste. From a sustainability perspective, toothpaste packaging can now be easily recycled and not end up in landfill, plaguing our soil and waterways. From a consumer perspective, brushing your teeth is no longer a mundane chore and can be a pleasurable form of self-care.

PEG PASTE is available online and at top-quality Australian retailers with plans to expand on a global scale.

MEET THE TEAM

A portrait shot of Ayla and Kagan together
Kagan WilliamsFounderAyla ShepherdChemist

"I am extremely proud of our achievements thus far, and this is only magnified by the immensely gratifying feedback we've received. We're a dynamic force dedicated to our mission, crafting purposeful products and fostering an empowered, thriving community. And rest assured, this is just the beginning.” - Kagan Williams, Founder.

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