Hey,
Hope you are back from the festivities and enjoying the vibe.
To start with, something really unfortunate happened on Sunday morning at our office and it was a big setback. An incident that disturbed us mentally and left us in denial for quite some time. We are still coming to terms with it and hopefully, over the next few days/weeks, we will be completely over this tragic event.
Despite being a brand that is extremely transparent about everything that goes behind the scenes, we’re refraining from sharing the exact details because it is personal and I’m not sure how you all would react to it.
Well, that’s how life is and we all need to fight it out on such bad days and to quote my favorite author Khushwant Singh “Life goes on”. On that note we are super excited to introduce an exciting addition to our product family.
Today, we want to tell you a little about the new product we have just introduced - Mouthwash!
Personally, I’m super excited about this newest launch because it’s been a long journey to make this happen. I still remember, very vividly, the first time I had tried out the first iteration of our mouthwash and my reaction was - we can’t have a product that is similar to list**** (you know what I’m referring to) because it just isn’t a pleasant experience.
As long as I can remember, I have always dreaded using a mouthwash, not because it had a weird color but due to the strong burning sensation and a bitter after taste. I used to scratch my head, why isn’t there a mouthwash that is mild, refreshing, no burning sensation and with no bitter aftertaste? Well, all of you who had a similar feeling towards mouthwash, once you experience our Probiotic Rinse (yes, that’s what we’re calling our Mouthwash), I’m 100% confident that you will never go back to using the same old - blue/yellow/green color liquid mouthwash, ever!
Sometime, in February of this year, we started working on developing a better mouthwash i.e. refreshing, mild, and with no harmful & unnecessary ingredients. At the outset, if you ask me, it felt like a relatively easier task than it turned out to be. Our expectations (which are often unrealistic) were that we will have the product formulation in place in the next 30-45 days considering we were working with a panel of formulation experts and dentists. In reality, it took us almost 7 months to close out a refreshing and effective blend.
However, now I know why there isn't a product out there similar to what we just introduced.
There are many variables when it comes to developing the right product - the base of the product (i.e. primarily water, xylitol, sorbitol and without any alcohol), perfect blend of essential oils (for a refreshing after effect), appropriate amount of active ingredients (hyaluronic acid, vitamin C and Bacillus Coagulans [probiotics]) for efficacy, and ensuring the product is stable. For us, considering we didn’t really have a product benchmark to compare, it took some time to get all these things in place.
On top of it, sourcing the right quality ingredients (for instance, lemon oil from different places imparts a different profile - one oil could have a strong zesty profile, other could have a slightly bitter taste, etc.), formulating the product during the peak of the second COVID wave (April-June), incorporating product feedback from our focus group and 100 other things related to getting the desired packaging, manufacturing approvals, etc, etc.
In a nutshell, we felt the list of things we had to get done for introducing India’s first probiotic mouthwash aren’t going to end at all. One delay after the other and we started thinking probably 2021 isn’t the year.
Needless to say, we went out of our way to make this launch happen. This product is the hard work of hundreds of people, who knowingly or unknowingly are a part of this journey and did everything in their capacity to help us out. People in distant parts of the country became friends and were kind enough to oblige to our unrealistic requests.
And if you are still reading this long letter, I really want you to try out our Probiotic Mouthwash that is available in 2 variants - Lemon Mint (people who love the citrus note) and Thyme Mint (I vote for this one).
For now, we are only accepting Pre - Orders for mouthwash. You may be wondering why you should pre-order? A few legit reasons -
Secret Taster’s Club: You will become a part of this community and will get free samples to all our soon to be launched new variants (hint - lemongrass mint, coconut mint, matcha mint, etc. coming super soon).
Limited Quantity: After the kind of overwhelming response we have received for our truthbrush, I’m really not sure if our Mouthwash will make it to the regular order stage. Only a few units (~500) to get your feedback and iterate further (if required).
Early Bird: Who doesn’t love a good deal? Well, you will get an exclusive 20% discount if you pre-order now. Use code EARLY20
To conclude, we’re grateful for all your love and trust in us. Without your support, it wouldn’t be possible to build a brand and keep creating thoughtfully designed products.
If there is any feedback, please feel free to write to me and I’ll address it personally.
Also, we’re just getting started! Join our community on Instagram.
Love,
Jatan