Seeing the Problem
Plastic pollution inspired us to rethink everyday essentials.
Delivery within 3-7 days | 25.000+ Happy Customers | 1.500.000+ Saved Plastic Tubes
- Trusted by dental care specialists
- Fresh breath & clean teeth
- No plastic tube
THE STORY BEHIND CHOOSE!
From Plastic Pollution to Toothpaste Without the Tube.
Pim and Nick started CHOOSE! with a simple idea: make great toothpaste without the unnecessary plastic tube.
- Fresh breath
- Clean teeth
- Less plastic
- Socially packed
Pim + Nick · opgericht in 2020
Good toothpaste doesn’t need a plastic tube.So we made it differently.
Chew one tablet, brush as usual and rinse. With fluoride for everyday cavity protection, without the plastic toothpaste tube you throw away.
No squeezing. Just chewing.
HOW IT ALL BEGAN
One Trip. One Idea. A Better Way to Brush.
In 2020, while living in Bali, Pim saw plastic waste washing up on the beaches. He also saw how easily something as essential as good oral care can be taken for granted.
Then he discovered toothpaste tablets. Suddenly, a daily essential could be simpler to use, refreshingly different and packaged without a conventional toothpaste tube.
After plenty of testing and development, Nick joined him. Together they built CHOOSE!. The first orders were packed by hand in the shed at Pim’s parents’ home.
“We didn’t want a greener alternative that felt like a compromise. We wanted great toothpaste. Just without the tube.”
FROM IDEA TO IMPACT
Small Beginnings. Growing Together.
The journey has not always been straightforward. But our goal has stayed the same: great oral care with less unnecessary plastic.
CHOOSE! Was Born
Our first formula was developed and tested with a focus on freshness, ease of use and oral care.
From the Family Shed
Pim and Nick packed and shipped early orders themselves from Pim’s parents’ shed.
Packed with Purpose
Our products are packed with care at Ontplooj, a social employment initiative in Almelo, the Netherlands.
Growing Partnerships
Working with partners including Schiphol Airport Retail, Corendon, 25hours Hotels, Luxair and Selecta.
TRUSTED BY OUR PARTNERS
WHAT MAKES US DIFFERENT
Good Toothpaste. Without the Tube.
A more thoughtful brushing routine should still feel great. That’s why we put fresh breath, clean teeth and everyday protection first.
Everyday Protection
Made with 1,450 ppm fluoride to help protect against cavities. Developed with dental care specialists.
No Plastic Toothpaste Tube
One compact tablet per brushing. Easy to use at home and on the go.
Socially packed
Our packs are prepared with care at Ontplooj in Almelo, the Netherlands.
OUR IMPACT
Every Brush Makes a Difference.
0plastic tubes avoided
What began in a family shed has grown into a community choosing less plastic in everyday oral care.
Impact figures are estimates based on our methodology. Confirm the current figure and calculation before publishing.
MORE THAN LESS PLASTIC
Socially Packed at Ontplooj in Almelo.
CHOOSE! is not just about what goes into the pack. It is also about the people who help make it happen.
What began with Pim and Nick packing orders themselves grew into a partnership with Ontplooj. At this social workplace in Almelo, our packs are carefully prepared by people who are part of the CHOOSE! story.
Together, we aim for less plastic and more opportunities for people to take part.
Socially packedIn AlmeloPacked with Care
Packed with Care
CHOOSE!Packed at Ontplooj · Almelo
HOW TO USE TOOTHPASTE TABLETS
Chew. Brush. Smile.
Three simple steps: chew one toothpaste tablet, brush with a damp toothbrush and rinse. Fresh breath and clean teeth, without changing your whole routine.
- 1,450 ppm fluoride
- Vegan and SLS-free
- Made without microplastics
- Liquid-free and easy to travel with
MEET CHOOSE!
Who We Are. What We Believe. What Comes Next.
Hear Pim and Nick share why they started CHOOSE!, the choices behind the brand and their vision for a world with less unnecessary plastic.
The CHOOSE! Story and What Comes NextWatch on YouTube
BETTER TOGETHER
From Hotel Rooms to Airport Shelves.
We work with businesses that want to offer guests something useful and refreshing, while reducing unnecessary single-use plastics.
From hotels and airlines to travel retail and wellness, we supply practical oral-care essentials. Custom packaging and private-label options are also available.
Hotels & Wellness
Thoughtful guest amenities for a welcoming stay.
Aviation & Travel
Compact, liquid-free essentials for life on the move.
Retail & Healthcare
Practical oral-care products people want to use.
Custom Solutions
From packaging to product selection, tailored to your brand and guests.
READY TO MAKE THE SWITCH?
Fresh Breath. Clean Teeth. Less Plastic. More Positive Impact.
Every brushing routine starts with a choice. Find the CHOOSE! toothpaste tablets that fit yours.
