Sponsored by Peg Paste August 29, 2025
Kagan Williams didn’t set out to launch an oral care company — but what started as a personal search for a safer, more effective toothpaste quickly turned into Peg Paste, a brand now trusted by families across Australia. We sat down with Kagan to learn more about the journey, the products, and the impact Peg Paste is having on people’s everyday lives.
Your story is such a unique one. Can you share how Peg Paste first came to life?
I didn’t set out to create a toothpaste brand.
I just wanted a toothpaste that was natural, fluoride-free, and still supported enamel health (because my dentist said that was important).
Turns out, that combination was harder to find than expected. Most natural options dropped the fluoride but didn’t replace it with anything meaningful or effective.
So we created Peg Paste:
– Powered by hydroxyapatite
– Free from fluoride, SLS, and artificial additives
– Designed for both adults and children
I’m not a dentist or a chemist, just someone who knew there had to be a better option. Turns out, a lot of other people felt the same way.
For someone new to the brand, which product would you recommend they start with and why?
We usually recommend new customers start with our Intense Mint toothpaste. It’s an everyday formula that consumers stick to long-term and offers everything Peg Paste stands for:
- Powered by hydroxyapatite (a natural alternative to fluoride) to strengthen and protect enamel
- Enriched with prebiotics for healthy oral microbiome support.
- Made with clean, vegan ingredients that are safe and gentle.
- Free from fluoride, SLS, parabens a