This organic oral care company is taking on the MNC's by building a tribe around its toxin free lifestyle products.

For me one day, it was just shopping in a grocery store and I happened to be looking at a children's brand of toothpaste from a very well known national brand, international brand. And the crucible moment was as I was looking at the label and the ingredients. Not only was I looking at a number of ingredients that at the time was very much like a foreign language, but what caught my eye was right below the ingredient list was a warning label. And the warning label said, not for children six years or under, if accidentally swallowed, get immediate medical attention. And that really was the motivation to create orls. It's not just the one time sale or the second. It's really trying to develop where you're becoming. So I don't know if ingrained is the right word, but adapted to a point where you're really eliminating any future decision making, like you become the oral care product of choice.