Toothpaste, But Better.

At ZING, we think toothpaste got boring.

For decades, we've been brushing with the same old formulas, the same predictable flavors, and the same uninspiring experience.

We thought it was time for a change.

So we created ZING.

A new generation of toothpaste designed to do more than simply freshen your breath. Our formulas are made to whiten teeth, support enamel, help reduce sensitivity, and make brushing something you actually look forward to.

Better ingredients. Better flavors. Better brushing.

Our Story

ZING was created with one simple belief:

Your daily toothpaste should be something you genuinely enjoy using.

We looked at traditional supermarket toothpastes and asked a few questions.

Why does toothpaste have to taste boring?

Why do so many formulas rely on ingredients we don't want?

And why can't one toothpaste combine whitening, enamel care, sensitivity support, and a great taste?

Those questions became the foundation for ZING.

Instead of accepting toothpaste as it was, we decided to rethink it.

A Next-Generation Formula

At the heart of ZING is our approach to modern oral care.

Our formulas combine carefully selected ingredients designed to support multiple aspects of everyday dental care.

Hydroxyapatite is one of our key ingredients. It is a mineral naturally found in tooth enamel and is used in ZING formulas to support enamel remineralisation and help restore the natural gloss of teeth.

Our fluoride formulas also contain 1450ppm fluoride to help prevent cavities, fight plaque, and strengthen enamel.

The result is an all-in-one approach to everyday brushing.

Whitening Without Going Overboard

We love a brighter smile.

But we don't believe whitening should mean being unnecessarily harsh on your teeth.

ZING is designed to help dissolve everyday stains with a low-abrasion approach, making it suitable for natural teeth as well as restorations such as composite bonding and veneers.

Coffee.

Tea.

Everyday life.

We want your toothpaste to help keep your smile looking naturally bright without turning your daily routine into a battle.

Made for Sensitive Smiles

Tooth sensitivity can make something as simple as brushing uncomfortable.

That's why sensitivity care is an important part of the ZING philosophy.

Our hydroxyapatite-powered formulas are designed to support enamel and help reduce sensitivity, giving you another reason to feel confident about your daily brushing routine.

Because taking care of your teeth shouldn't have to hurt.

No Boring Flavours

Why should toothpaste only taste like mint?

At ZING, we're having more fun with flavour.

Our collection includes options such as Original Mint, Lemon, and Apple & Kiwi, giving you a refreshing alternative to the predictable toothpaste aisle.

We want brushing to be something you enjoy—not something you rush through.

Don't rush the brush. Savour the flavour.

What We Leave Out

Good oral care isn't just about what you put into a formula.

It's also about what you choose to leave out.

ZING formulas are made without SLS and Titanium Dioxide. We believe you shouldn't need unnecessary ingredients simply to make toothpaste look or feel like traditional supermarket products.

No unnecessary nonsense.

Just thoughtful formulas designed around your smile.

Proudly Made in Britain

We're proud to develop and manufacture ZING in the UK.

Our products are made in Yorkshire, bringing together modern formulation, careful manufacturing, and a distinctly British approach to product development.

And because your toothpaste shouldn't need to travel halfway around the world before it reaches your bathroom, keeping production closer to home is an important part of our approach.

Vegan & Cruelty-Free

We believe great oral care shouldn't come at the expense of animals.

ZING is vegan-friendly and cruelty-free, using vegetable-derived alternatives rather than animal-derived ingredients and never testing our products on animals.

It's better for your smile.

And better aligned with the values we believe in.

Better Packaging, Too

Our commitment doesn't stop with the formula.

ZING toothpaste tubes are 100% recyclable, helping us reduce unnecessary waste and make everyday oral care a little more thoughtful.

We know packaging is only one part of a much bigger environmental picture, but we believe small improvements matter.

More Than Toothpaste

ZING is about changing the way people think about oral care.

We want people to understand their teeth better.

We want people to enjoy brushing.

We want people to have access to modern formulas without sacrificing taste.

And we want toothpaste to become one of those everyday products that feels exciting rather than forgettable.

Our Mission

Our mission is simple:

Make oral care better.

Better formulas.

Better flavours.

Better ingredients.

Better experiences.

We're here to create toothpaste that works hard for your smile while making brushing a little more enjoyable.

We're Here to Make You Smile

ZING exists because we believe everyone deserves to feel good about their smile.

Whether you're looking to brighten your teeth, support your enamel, manage sensitivity, or simply find a toothpaste that tastes amazing, we're here to help you upgrade your everyday routine.

Because brushing your teeth happens every single day.

So why shouldn't you enjoy it?

Fast whitening. Enamel care. Sensitivity support. Incredible flavour.

It's toothpaste, but magic.

Welcome to ZING.