For this week’s feature, we get to talk to Kagan Williams, the entrepreneur behind the natural and sustainable toothpaste brand Peg Paste. Unlike many toothpaste products in the market, Peg Paste contains a mineral called Hydroxyapatite, a natural and toxic-free alternative that offers the same benefits as traditional fluoride. The product was first introduced in 2020 and has since gained a considerable following for being a trailblazer in the market.
ISB: What inspired you to develop a product such as Peg Paste?
KW: A combination of two things. One, the need for an effective, natural formulation. The revelation from my doctor explaining the risks associated with poor oral health during pregnancy really scared me. I knew I needed a toothpaste that would work effectively but couldn’t find a fluoride-free, natural product that performed in this way and aligned with my personal health values. And two, the need for practical packaging. I desperately needed a cleaner way to dispense toothpaste onto my toothbrush. The crusty toothpaste tube was the pain point of my life. I wanted to simplify this twice-daily task with packaging that wasn’t messy, didn’t have to be regularly unblocked and was easy to recycle.
ISB: Why is it important to have non-toxic and sustainable toothpaste in the market?
KW: We are exposed to hundreds of toxins every day, from the water we drink to the air we breathe, the clothes we wear and the food we eat. The quantity of toxins in our bodies would be too confronting for most people to bare. Where possible, it’s important we try to limit the amount of toxins we expose ourselves to, a daily essential such as toxin-free toothpaste is a good place to start. The same goes for our planet. We need to lower our waste. On average, traditional toothpaste tubes take over 500 years to biodegrade in landfill, a pressing issue that will only get worse as the global population grows. Having non-toxic and sustainable toothpaste in the market is crucial for safeguarding consumer health, reducing environmental impact, meeting consumer preferences, and fostering positive changes in the healthcare industry.
ISB: Can you share more about Hydroxyapatite and why it was chosen as a key ingredient for Peg Paste?
KW: We can all agree that it’s imperative to oral health that toothpaste prevents tooth decay, hence why fluoride has been included in our water supply and oral care products for so long. The problem is, how controversial fluoride is due to its toxicity. People have been arguing about whether it’s safe or unsafe for decades. Hydroxyapatite is the solution that keeps everybody happy and healthy. Hydroxyapatite is a non-toxic mineral that our teeth and bones are already made up of. It works just as effectively as fluoride to strengthen enamel, remineralise teeth, prevent tooth decay and combat tooth sensitivity – without the potentially harmful effects.
ISB: What was the most challenging aspect of getting this venture off the ground and how did you overcome it?
KW: Sourcing our packaging has been a challenging aspect that continues to test us as we expand our range. It took three years to formulate and source packaging that could reliably withstand a high-viscosity product like toothpaste. I wasn’t willing to compromise the formulation by watering it down, and I wasn’t willing to compromise our sustainable values by manufacturing the product in an impractical tube. Both aspects had to be fulfilled. As hard as it was, we overcame the challenge by being patient, staying committed to our mission and persisting through endless trials and testing.
ISB: What is your vision for Peg Paste in the next couple of years?
KW: The vision is to keep growing in line with our health and sustainability values. We are expanding our product range with additional natural and effective solutions, enhancing oral health for both Australians and the global community. We’re currently developing a new product containing a unique ingredient, traditionally used in the Middle East, Asia, and Africa, known for its oral health benefits. There is no other product like this in the Australian market. From a sustainability perspective, we also aspire to become leaders in plastic waste solutions. We will work with environmental groups, like-minded brands, recycling and repurposing partners to continue to learn how we can help combat environmental issues.
ISB: What is the most important lesson you’ve learned in this business journey that an aspiring entrepreneur should take to heart?
KW: Bigger does not mean better, better means better. It’s tough starting out as a new brand that nobody knows about, but a massive social media presence and extravagant marketing campaigns will only get you so far. Staying true to your values, listening to customers to understand their needs, and working to refine and better your offering will always lead to success in the long run.
