We’re proud to announce that Laro’s Naturally Whitening Toothpaste has been shortlisted for the Future Icons Awards 2025 by Country & Town House - a platform celebrating design-led, sustainable brands shaping a better future.
As a luxury oral care brand, being recognised among forward-thinking innovators across beauty, wellness, and interiors is an honour. The Future Icons Awards spotlight brands that pair aesthetics with environmental responsibility - a philosophy that sits at the heart of everything we do at Laro.
Our fluoride-free, microbiome-friendly toothpaste is crafted to protect enamel naturally, using hydroxyapatite and botanical extracts to support oral health while keeping your mouth’s ecosystem in balance. Housed in 100% recyclable aluminium tubes, it’s a modern essential for those seeking a sustainable toothpaste alternative that’s as beautiful as it is effective.
At Laro, we believe the small daily rituals - like brushing your teeth - hold the power to shape our wellbeing and our impact on the planet. Our mission has always been to elevate oral care into an act of self-care, guided by design, science, and sustainability.
To be acknowledged by Country & Town House reinforces what we set out to prove: that oral care can be both luxurious and planet-positive, merging innovation with intention.
The Future Icons Awards winners will be announced later this month, but we’re already honoured to be part of this inspiring group of brands redefining the landscape of conscious beauty and design.
Explore our award-nominated toothpaste below - crafted to whiten naturally, respect your microbiome, and look at home in even the most beautiful bathroom.