Bastét is named for the ancient Egyptian goddess of protection, pleasure and good health. Those three words weren't chosen for how they sound. They're the three questions we asked of every ingredient, every formulation decision and every design choice before it made it into the tube.
Biomimicry over substitution
Most "clean" reformulation just removes an ingredient and leaves a gap. We think that's half a job. When we removed fluoride, we didn't replace it with a placeholder. We replaced it with nano hydroxyapatite, a mineral made to be chemically identical to the one your enamel is already made of. At 10%, the concentration identified across clinical research as optimal, it doesn't coat your teeth from the outside. It becomes part of the same structure your enamel already has.
Feed the ecosystem, don't sterilize it
Your mouth is home to an entire microbiome, and most oral care treats that as a problem to eliminate rather than a system to support. We built the formula around algin, a prebiotic from brown seaweed that helps selectively feed beneficial oral bacteria, alongside zinc citrate, coconut oil and green tea extract, each targeting specific harmful bacteria through a different mechanism. The result covers more ground than a single broad spectrum antibacterial, without the collateral damage of wiping out everything indiscriminately.
Ritual over routine
Two minutes, twice a day, for the rest of your life. That's not a small thing, and it shouldn't feel like one. We packaged Bastét in a 100% aluminium tube, made possible only because the formula itself is non corrosive enough not to need the plastic lining most tubes rely on. It's fully recyclable, and it's designed to sit on your counter, not hide in a drawer. Brushing your teeth is one of the few rituals you can't opt out of. We wanted it to feel like one you'd choose.
Non toxic without compromise
Fluoride, Sodium Lauryl Sulphate, parabens, carrageenan, titanium dioxide, artificial dyes and flavours: all of it is gone. But removing what's harmful only matters if what replaces it actually works. Every ingredient in our formula earns its place through function, not through what it isn't. Non toxic was the floor we started from, not the whole story.
Transparency as a default, not a defence
We disclose our nano hydroxyapatite concentration because we're confident in it, not because we have to. 10% is the concentration the clinical literature identifies as optimal, and we'd rather you know exactly what you're getting than guess based on marketing language. The same goes for where we make it: small batch, in Canada, from a formula we can stand behind at every step.
Protection, pleasure, good health. Not a tagline. The actual brief.
Alexandra Baker, co-founder of Bastét
Bastét reading list: formulation principles
- Nano Hydroxyapatite in the Remineralization of Early Dental Caries: A Scoping Review
- An In Vitro Study of Alginate Oligomer Therapies on Oral Biofilms
- Zinc Citrate Trihydrate Toothpaste and Oral Plaque Microbiome Ecology
Shop French Mint Toothpaste · Read the science behind 10% nHA
