Mighty, the refillable oral care brand, has made its high street debut with an exclusive listing in Boots, arriving on shelves just over a year after its January 2025 launch. Its aluminium toothpaste dispensers and home-compostable Fresh English Mint refills are now stocked across 450 Boots stores.
Mighty sells a reusable metal dispenser paired with microplastic-free refills, formulated with natural whitening enzymes in place of titanium dioxide, the whitening agent common in conventional toothpaste. A starter pack with a dispenser and one refill is priced at £15, with refills at £6.
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The listing is a notable shelf win for a brand just a year into trading. Mighty says Boots has given it a branded fixture and 12 facings in a category long dominated by a handful of incumbents. To mark the debut, Mighty is selling a limited-edition midnight blue dispenser through its website.
"The toothpaste aisle hasn't changed much in over 100 years," said founder Charlie Bowker. "Consumers have embraced refillable products across beauty, cleaning and personal care. Oral care has been slower to change. Maybe that's finally starting to shift."
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