Giving natural oral care more than just a sticky name.

New Zealand's oral care market was brimming with natural toothpastes and eco-friendly toothbrushes. Standing out was a challenge. Big players relied on tired marketing formulas and "Big Chem" packaging, leaving a gap for a brand focused on clean, pure ingredients.

Grin entered the scene as a challenger. It championed natural ingredients that were both effective ("straight up and simple; efficacious") and good for you ("appealing to adults and children...natural ingredients...without the nasties"). Sea salt, Magnolia bark extract, Manuka oil, and Bee propolis were just some of the ingredients that gave Grin a strong point of difference. Everything, from product to packaging, was crafted with a low environmental impact and sourced from natural New Zealand ingredients.

The name itself was carefully chosen. After meticulous selection, "Grin" emerged – a single word that conjures a pure smile in the mind. Simplicity and clarity extended to the brand and packaging. Crisp colors hinted at flavors, while rich dark blues provided presence and solidity.

Grin's ambition was bold: to develop a natural oral hygiene line that, after conquering New Zealand, could be successfully exported to China. This "small player in the alternative health sector" quickly gained traction. Foodstuffs, the owner of New World supermarkets, began stocking Grin nationwide. Additionally, tertiary resellers are steadily increasing imports into China.

Grin meanwhile has become a household name in New Zealand and really has rocked the category.