Meet the Founder

I started my career in dentistry and spent nearly ten years working in both general and paediatric settings, always focused on providing the best care possible. Working with children, I quickly realised that a little distraction could make all the difference. I would often hand them a stuffed animal to help ease their nerves, and the favourite was always a small hedgehog named Sarah. I would join in, acting silly with Sarah, and soon enough, the anxious faces turned into smiles.

Parents often asked me, “Which toothpaste do you recommend?” The truth was, I was never completely happy with the options available. Many either contained unnecessary chemicals or didn’t taste great, making brushing a daily battle. I wanted to create something that was safe, effective at preventing cavities, and enjoyable for children to use without the usual fuss.

That’s how Silly Sarah was created. A toothpaste formulated with hydroxyapatite to help strengthen teeth naturally, without fluoride, and in flavours that kids actually like. With Sarah the Silly Hedgehog making brushing a little more fun, my hope is to make dental care a simple and stress-free part of family life.