Behind the Brand: Nix Mouthwash

Question: Where did it all start?

Answer: "Over 15 years ago I started making my own mouthwash because I was so frustrated with the existing mouthwashes – they didn’t work for me, didn’t reduce bad breath, didn’t make my mouth feel fresh or clean, but instead made my mouth feel dry and uncomfortable. Not to mention they are full of chemicals --  and what we put into our mouths is very easily absorbed into our bloodstream. So I researched and created my own mouthwash concoction, at the time it was a basic version but it worked and I've been using it for over a decade.  A few years ago, I decided, why not share this with the rest of the world for everyone to use and enjoy? Thus began the long journey to create Nix - a journey that consisted of mixing mouthwash in a lab day in and day out for 3 years, meticulously selecting each ingredient for its beneficial properties for oral health, working with supertasters to perfect the taste, all while ensuring our mouthwash be both natural and eco-friendly."

Question: What is the inspiration behind the brand name and branding for Nix Mouthwash?

Answer: "Nix" means "to get rid of", and in our mouthwash, we're getting rid of chemicals, burning sensation, colors, artificial flavors, alcohol, single-use plastic... all the bad things that are prevalent in most mouthwashes today. We're also nixing bad breath too. Our brand is meant to be fresh and cool, just the way our mouthwash tastes, in contrast to the staid, dull, big box cookie-cutter aesthetics of the vast majority of mouthwashes."

Question: What was involved in the process of developing your
mouthwash formula?

Answer: "In developing the formulation, we wanted to make sure that each ingredient not only contributed to the mouthwash tasting great but also had beneficial properties for oral health.  So we researched and experimented with countless ingredients to come up with a mouthwash that is not only effective at preventing cavities, fighting plague, inflammation, and gingivitis, but also tastes smooth and amazing.  For example, we chose Stevia Leaf because scientific studies have shown that it actually fights tooth decay and inflammation.  Finding the perfect stevia leaf for us was a painstaking process of trying dozens of different stevia varietals and suppliers before settling on the right one.  It took three years and literally thousands of different sample mouthwashes before we finally came up with the Nix formula."

Question: What does Nix Mouthwash do to be sustainable and what are its sustainability goals?

Answer: "Our eco-friendly mouthwash crystals are designed to reduce plastic waste. One small jar of mouthwash crystals is equivalent to around 4-6 months' worth of mouthwash. Just think about the amount of plastic waste you eliminate by not buying a giant plastic mouthwash bottle each month. We also reduce carbon emissions -- most conventional liquid mouthwashes are 99% water, so they are very heavy to ship. We estimate that 500 million plastic mouthwash bottles are thrown out each year, so that means that the world is essentially shipping 500 million bottles of water to and fro -- it's just completely wasteful and unnecessary. Not to mention these bottles end up in our oceans.

We also donate to environmental organizations that promote sustainability, and I am on the Environmental Action Committee at the Audubon Society, where we advocate for wildlife and conservation initiatives."

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