10% rod-shaped nano-hydroxyapatite. No SLS. No fluoride. No filler. Independently tested by a U.S. lab and published because you should be able to verify what goes in your mouth.
Hydroxyapatite is the mineral that makes up 97% of your tooth enamel. Not a synthetic compound your body has to interpret. The actual building block of the structure you are trying to protect.
Nano-hydroxyapatite has been used in professional dental care in Japan since 1978. A growing body of peer-reviewed research has examined its role in enamel support, sensitivity reduction, and surface remineralization.
The question was never whether nHA works. The question is whether you are getting enough of it, in the right form, to actually matter.
Rod-shaped nano-hydroxyapatite particles more closely mimic the crystalline structure of natural enamel than spherical alternatives, allowing them to integrate more effectively with the tooth surface.
Too little and the effect is negligible. Too much and the particles begin to aggregate, reducing efficacy. 10% is the concentration examined in clinical studies on enamel remineralization.
Because nHA is chemically identical to the mineral your enamel is already made of, it integrates directly into the tooth structure, filling microscopic gaps and supporting the enamel itself.
The category has a transparency problem. Some brands use less than 1% nHA and still call it an nHA toothpaste. Nudge contains 10%. Rod-shaped. Verified. Nothing in this formula is there to cut cost or pad a label.
The mineral your enamel is already made of. At 10% concentration, in rod-shaped form, it integrates with the tooth surface to support remineralization with every brush.
Carries every ingredient evenly across every surface. Purified for consistency.
Naturally occurring mineral that gently lifts surface dullness without abrasion.
Supports a clean finish and helps the formula rinse away completely after brushing.
Plant-derived. Keeps texture smooth and spreadable from first squeeze to last.
Plant-sourced. Clean taste without sugar or artificial sweeteners.
Coconut-derived. Lifts debris without SLS, harsh foam, or irritation.
Keeps the brushing experience gentle on gum tissue.
Keeps the formula balanced, stable, and gentle through every brush.
Water (Aqua), Calcium Carbonate, Silica, Glycerin, Nano Hydroxyapatite, Hydrated Silica, Xylitol, Citrus Aurantium Dulcis (Orange) Peel Oil, Sodium Cocoyl Glutamate, Aloe Barbadensis Leaf Juice, Tocopherol, Limonene
Water (Aqua), Calcium Carbonate, Silica, Glycerin, Nano Hydroxyapatite, Hydrated Silica, Xylitol, Flavor, Citrullus Lanatus (Watermelon) Fruit Extract, Sodium Cocoyl Glutamate, Aloe Barbadensis Leaf Juice, Tocopherol
Water (Aqua), Calcium Carbonate, Silica, Glycerin, Nano Hydroxyapatite, Hydrated Silica, Xylitol, Mentha Piperita (Peppermint) Oil, Sodium Cocoyl Glutamate, Aloe Barbadensis Leaf Juice, Tocopherol, Limonene
Water (Aqua), Calcium Carbonate, Silica, Glycerin, Nano Hydroxyapatite, Hydrated Silica, Xylitol, Cinnamomum Zeylanicum Bark Oil, Eugenia Caryophyllus (Clove) Bud Oil, Sodium Cocoyl Glutamate, Aloe Barbadensis Leaf Juice, Tocopherol
We commissioned an independent U.S. lab and publish every number. Not because we had to. Because you should be able to verify what you put in your mouth.
The only nHA brand that proactively commissioned and published its own U.S. lab report. One of the lowest heavy metal profiles in the entire category.
| Metal | Nudge | Category average |
|---|---|---|
| Mercury | Not detected | 47% of brands detected |
| Lead | 67x below limit | avg 200+ ppb |
| Arsenic | 18 ppb | 65% of brands detected |
| Cadmium | 7 ppb | 35% of brands detected |
Mineral-based ingredients like nano-hydroxyapatite, calcium carbonate, and silica are sourced from the earth. Natural minerals carry trace amounts of heavy metals by definition. This is true across the entire category. The difference is whether a brand tests for it and tells you. We do both.
No board members. No investors. No quarterly review telling us to stretch the formula or shrink the tube.
| What matters | Nudge | The category |
|---|---|---|
| 10% nano-hydroxyapatite, disclosed | Concentration often undisclosed | |
| Rod-shaped nHA particles | Particle shape rarely specified | |
| SLS-free formula | SLS present in many formulas | |
| Fluoride-free | Fluoride still standard in most | |
| No artificial dyes or sweeteners | Often present as filler | |
| Heavy metals tested by U.S. lab | Rarely tested or published | |
| Lab report publicly available | Almost never published | |
| Zero mercury detected | 47% of tested brands had mercury |
10% is the concentration examined in clinical studies on enamel remineralization. Below that threshold the effect is negligible. Above it the particles begin to aggregate, reducing efficacy. 10% is not a marketing number. It is where the research consistently points.
Rod-shaped nano-hydroxyapatite particles more closely mimic the crystalline structure of natural tooth enamel than spherical alternatives. This allows them to integrate more effectively with the tooth surface during brushing. Shape is a functional distinction, not a marketing detail.
Fluoride works by forming a protective layer on the tooth surface. Nano-hydroxyapatite works differently. Because it is chemically identical to the mineral your enamel is already made of, it integrates directly into the tooth structure, helping to fill microscopic gaps and support the enamel itself. It has been used in professional dental care in Japan since 1978.
Yes, with supervised brushing. Use a pea-sized amount and encourage spitting. For children under 2, consult a dental professional. Because nano-hydroxyapatite is biocompatible and the formula contains no fluoride, it is well-tolerated by children and family use is common.
Sodium lauryl sulfate is a foaming agent used in many conventional toothpastes. It is associated with gum irritation and has been linked to increased frequency of canker sores in some people. Nudge uses sodium cocoyl glutamate instead. A coconut-derived cleanser that does the job without the irritation.
Mineral-based ingredients like nano-hydroxyapatite, calcium carbonate, and hydrated silica are sourced from the earth. Natural minerals carry trace amounts of heavy metals by definition. This is true across the entire category. We test for it and publish the results. Our lead result of 150 ppb is well below the federal limit of 10,000 ppb and places Nudge in the top 10% cleanest of 51 brands independently tested.
Right here. Tested by SGS North America Inc, one of the most recognized accredited testing laboratories in the world. Report ID VEU3AP. March 2026.
View lab reportNudge is formulated and manufactured to strict quality standards. Our independent lab testing is conducted by SGS North America, one of the most recognized accredited testing laboratories in the world, to ensure every batch meets our purity standards before it reaches you.
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Disclaimer: Nano-hydroxyapatite may support oral health, but results vary and this product is not intended to diagnose, treat, cure, or prevent disease.
