We want to help the world have cleaner teeth. We want to help the world be healthier. We want to reduce the number of plastics on earth and in our bodies. We make products that are clean of toxic ingredients through carefully selected ingredients, that are effective at cleaning and strengthening teeth with proven results, and we want to reduce the exposure of plastic. We believe the responsibility of reducing plastic use is on the manufacturers rather than on the consumers.

Jonåssen is my middle name. It is a callback to my Norwegian heritage. And in Jonåssen we follow the values of Norway: openness, equality, and a high regard for nature.