What "For Every Smile" Means To Us

What "For Every Smile" Means To Us

What For Every Smile Means To Us

PLUS ULTRA is reimagining what an Oral Care brand can look like.

We were fatigued by always seeing the same smiles, the same straight white perfect smiles. We noticed that the oral care industry was always about aspiration, not inclusion. Perfection not quirks, originality, or uniqueness. So we decided to create a new kind of oral care brand. One that cultivated a community of inclusion. Thus, the slogan For Every Smile was born. We are here to take care of your smile–gaps, chips, and all.

For Every Smile also means that we want everyone to be using products that are natural, non toxic and good for the environment, because that makes us smile. It should not be a difficult choice to use products that are good for you and the environment, so we want to bring this thinking and ease to everyone, because caring for others and caring for the planet makes us smile. 

We believe in investing in quality and never sacrificing for the bottom line. High quality personal care essentials and accessories that protect and celebrate your smile. We know that being both natural and high performance can go hand in hand. We combine innovation and utility with clean and simple design. 

Plus Ultra is rooted in sustainability, inclusivity, eco-conscious production, and philanthropy. Because taking care of our planet makes us smile. 


Thank you for coming along on this journey with us.

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