ROCC Naturals was founded with a rebellious spirit and a mission to do things better. Co-founder Prue Rocchi, passionate about health and fitness, was puzzled by one thing: while we’re mindful about what we put in our bodies, we don’t think twice about the ingredients in our toothpaste. Unable to find a product that aligned with her values of sustainability and oral health, Prue decided to create her own. She wanted toothpaste that: Used naturally derived ingredients, with no nasties. Was eco-friendly, without adding to landfill. Packed in vitamins and minerals for whole-mouth health. Looked stylish on your sink, not hidden away in a drawer. After many rounds of testing, ROCC Naturals was born in Prue’s hometown of Melbourne. It’s a fresh, sustainable solution that’s shaking up the toothpaste scene. Refreshing, right?