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ARU Toothpaste Treats Your Smile With the Same Scrutiny You Apply to Serums

You’ve spent years getting picky about what goes on your skin — the actives, the percentages, the ingredients you skip. Your toothpaste, which is touching the most visible part of your face twice a day, has probably escaped that scrutiny. ARU toothpaste is what happens when the clean-ingredient ethos finally reaches the oral care aisle, and it deserves the same kind of attention you’d give a new serum. Flip over a standard tube of toothpaste and you’ll find 15 to 20+ ingredients you can’t pronounce. Some are essential. Most aren’t. The shorter-formula movement that started with food and beauty...