Before Expanded Oral Care Into Whole Foods Market
The oral-care brand has gained national shelf space, signaling shifting packaging requirements for consumer goods retailers.
Updated on Sept. 21, 2026 in Consumer Goods
Live Poll
Do you prioritize sustainable packaging when shopping for everyday household items like toothpaste?
BEFORE has launched its full portfolio of toothpaste and mouthwash products in Whole Foods Market stores across the United States. The brand focuses on sustainable packaging and enamel-remineralizing formulations to compete in the premium dental segment.
Why it matters
The move reflects an increasing focus on sustainable packaging materials, specifically the adoption of plant-based components, within the competitive personal-care aisle. By entering national retail, the company aims to scale its distribution of fluoride and fluoride-free products to a broader consumer base.
BEFORE has secured a national retail footprint with Whole Foods Market for its entire line of toothpaste and mouthwash. The company differentiates its supply chain through the use of 100% recyclable, plant-based toothpaste tubes manufactured from sugarcane.
The players
BEFORE
An emerging oral-care brand that emphasizes sustainable packaging and non-toxic formulations.
Whole Foods Market
A national grocer specializing in natural and organic products that serves as a primary distribution point for premium consumer goods.
Owen Wilson
An actor and investor in the company.
Kaitlyn Bristowe
A television personality and investor in the company.
The details
The product line utilizes nano-hydroxyapatite to support enamel remineralization while excluding ingredients such as SLS, SLES, PEGs, GMOs, and parabens. Beyond the chemistry, the brand emphasizes its environmental profile by utilizing compostable, plant-based bottles for its mouthwash alongside its primary sugarcane-based tube packaging.
Timeline
September 21, 2026: BEFORE announced its national launch at Whole Foods Market.
Market Landscape
This expansion follows the broader market trend of retail chains prioritizing brands that utilize sustainable, bio-based packaging to meet shifting consumer preferences. It positions the firm against legacy oral-care incumbents that are currently evaluating their own plastic-reduction roadmaps.
Operators in the consumer goods space should note the increasing prevalence of plant-based packaging in national retail distribution. Management teams should evaluate the feasibility of transitioning to compostable or plant-based materials to align with the requirements of premium retail partners.
The takeaway
The move by BEFORE demonstrates that sustainability-focused packaging can be a key differentiator when seeking entry into major national retail chains. Businesses should analyze their current supply chain materials to determine if a transition to plant-based, recyclable alternatives offers a viable pathway to premium retail shelf space.
Further reading
For more on shifts in the CPG sector, see our coverage on Consumer Goods.
Source note: This article includes information reported by Mass Market Retailers.
Live Poll
Do you prioritize sustainable packaging when shopping for everyday household items like toothpaste?
