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Mighty started with a simple moment. I was brushing my teeth and thought: there must be a better way. Toothpaste tubes are messy, difficult to squeeze when they're nearly empty, and surprisingly few people ever question what's actually in their toothpaste. That moment sparked an idea. Over the next few years I worked through trial and error, collaborating with experts in formulation, manufacturing and sustainability to bring the concept to life. After years of refining the product and getting it exactly right, Mighty V1 launched in April 2025. From the beginning the goal was simple: redesign toothpaste so it works better for people and for the planet.

Toothpaste tubes haven't changed much in decades, but the reality is they create a huge amount of waste. Globally, it's estimated that around 3 billion toothpaste tubes end up in landfill every year, largely because traditional tubes are made from mixed plastic and aluminium that are difficult to recycle. In the UK alone, around 252 million toothpaste tubes are used every year, which is roughly enough plastic to fill about 900 double-decker buses. Beyond the waste issue, tubes are also messy and impractical. They leak in bags, they're frustrating when you can't squeeze the last bit out, and many contain ingredients people increasingly want to avoid, such as SLS or titanium dioxide.

Toothpaste obviously works, we've brushed our teeth this way for years, but that doesn't mean it can't be improved. With Mighty we redesigned the experience: compostable refills, a durable aluminium dispenser that twists and locks for travel, and a toothpaste formula without unnecessary additives. It's the same brushing routine, just done better.

Exactly, it's one of the few products people use every single day. From the start I've never wanted to change how people brush their teeth. Instead, I designed Mighty so it fits seamlessly into the routine people already have. You still brush the same way, at the same time. I've just made the product itself cleaner, simpler and more enjoyable to use.

Our philosophy is: no change, no compromise, just better for you and the planet. Being a direct-to-consumer brand also means we get to create a great first experience when people receive their Mighty. The unboxing moment is important because it's the first time someone sees and feels the dispenser and the design. It helps communicate that this is a premium product that's built to last. Right now we're focused on DTC so we can deliver directly to customers' doors, but we're also exploring opportunities in retail as we grow.

Customers have always been at the heart of everything we do. I was really proud when we launched V1 in 2025 and it got off to a great start. But as a young company we're constantly learning, and I listened carefully to customer feedback about how we could make the experience even better. With Mighty V2 I upgraded several things. I moved from a durable plastic container to aluminium to make the product feel more premium and long-lasting. I improved the pump mechanism, made the design more ergonomic and easier to hold, and refined the colours and overall look. For me, improving early was important because I want to build the best possible product long-term without constantly changing it and creating unnecessary waste.

We're still quite new so right now my focus is on growing Mighty V2 and continuing to build the brand. I believe small changes make a Mighty difference so our overall goal is to get as many people as possible making that small change away from plastic waste so that over time together we can make a Mighty difference. We're also exploring opportunities to expand beyond direct-to-consumer and bring Mighty into retail so more people can discover us!