It all began with a traditional knowledge of unknown origin, probably prehistoric. Before I moved to the North-East region of Brazil my long standing aversion to synthetic toothpaste was at its highest point. I was constantly looking for a better alternative and tried lots of recipes from the internet. Soon after moving to the Cariri region of the Ceará state of Brazil I was blessed by nature’s gift. I discovered Juá. Ancestral knowledge of using bark of a humble tree Ziziphus Joazeiro (common name Juá) as toothpaste is still present among the rural population of the region. Unfortunately the knowledge and the tradition are dying being substituted by convenience of modern synthetic toothpaste. Known as “raspa de juá” , this traditional toothpaste preparation was used by generations before the industrial era. Nature’s message “You can grow your toothpaste” is silenced by modern industry. For me this message is clean and convincing, it is a call to action. Inspired by the wisdom of nature and the power of botanicals, I delved into extensive research and experimentation, determined to uncover the perfect blend of science, natural goodness and tradition. The vision was to pioneer a way of caring for our oral health—one that would minimize our environmental impact without compromising on quality. This is how Juaxyl was born.