Mint is Out, Matcha is in Your Oral Routine Just Got A Makeover

This homegrown oral care brand is turning brushing and oral health into a self-care ritual with unique toothpaste flavours, fun packaging and a cool brand language

- Sukriti Shahi

In a sea of legacy brands in the oral care space, Salt Oral Care—founded in 2022 by Karan Raj Kohli and Viraj Kapur—has redefined the humble toothpaste tube into a premium, emotionally resonant ritual. Born from the realisation that the market was stuck in monotony—delivering function over feeling—Salt’s founders set out to redefine how people start and end their day by making it an experience to what's typically viewed as a chore.

Built on the idea that oral care should be more than just functional—it should be an experience—Salt blends sleek design, unexpected flavours, and clever storytelling into every product. From their signature morning and evening toothpastes to uniquely bottled mouthwashes that could pass for boutique skincare, the brand is helping people see brushing not as a boring routine, but as a mini ritual worth looking forward to.

With SKUs like Dawn and Dusk toothpastes, Salt offers more than just cleaning power—its vibrant flavours (read matcha, saffron, cinnamon-mint) and minimalist aluminium tubes are crafted to be Instagram-worthy, not hidden under the sink. Their mouthwash range, with ingredients like elderflower, sea salt and chamomile mint, arrive in textured glass bottles that can sit just as comfortably next to your bespoke skincare.