Model and TV personality Kendall Jenner has announced her latest business venture: a plant-based toothpaste, whitening and oral care line.
The Keeping Up with the Kardashians star partnered with Moon Oral Care, helping to create and launch the line of vegan, PETA approved, cruelty-free oral care products.
This week, Jenner announced the launch to her 108 million Instagram followers, with a black and white photo of her brushing her teeth and the caption: “Excited to launch @moon #moon_partner.”
The line, which is free of parabens, includes natural ingredients and antioxidants like black tea and cranberry extract, ginseng, echinacea, sea salt, and coconut oil for plaque reduction.
Items include fluoride-free, Stain Removal Whitening Toothpaste, which is said to provide “instant” brightening and whiten teeth over time.
Also in the lineup is the Kendall Jenner Teeth Whitening Pen, (co-created by the model) which is a vanilla mint- flavored, on-the-go whitening pen made with ingredients that include lavender oil and strawberry extract for a whitening effect.
For those who want to try the increasingly popular charcoal toothpaste whitening, MOON Oral Care also offers Activated Charcoal Whitening Toothpaste, with a Lunar Peppermint flavor, which the company boasts removes stains while foaming grey (not black) to reduce the mess left in the sink.
MOON also offers a number of other oral care items, including floss, flossers and toothbrushes.
Jenner teamed up with MOON founder Shaun Neff to launch the line. Neff had a vision of making an oral care line that people would actually be proud to show off to others, as opposed to the traditional tube toothpaste.
MOON’s goal is to take the boring out of oral care and make it something people look forward to doing.
“When we rethink the way things have always been, we’re able to create something truly original. It’s when oral care is reimagined into an experience all its own,” says MOON.
The items, which range from $3.99 for floss all the way up to $19.99 for the whitening pen, are now available on moonoralcare.com.