Meet the Founder

I have worked in the dental field for over ten years across multiple specialties, with most of that time in paediatrics. I quickly learned that a little distraction can make all the difference for children. I would often give them a small stuffed animal to help ease their nerves, and the clear favourite was always a little hedgehog named Sarah. By joining in and being a bit silly with Sarah, I could help turn a stressful appointment into a calmer, happier experience.

Those moments with children and their parents often led to bigger conversations about brushing at home. Parents would regularly ask which toothpaste I recommended, but I was never fully happy with the options available. Many did not taste very good, and some made brushing feel harder than it needed to be. I wanted to create something that felt safe, effective, and genuinely enjoyable to use.

That is how Silly Sarah was born. A toothpaste made with hydroxyapatite and flavours children actually enjoy, inspired by the small moments that can make brushing feel less stressful and a little more joyful. With Sarah the Silly Hedgehog at the heart of the brand, my hope is to make dental care a simpler, happier part of family life.