Hi friend,
We get asked a lot why ELIMS exists. Here’s the short version:
We are husband & wife co-founders with 3 young kids at home — Belinda, a biomedical engineer, and Dr. Casey Lau, a practicing dentist — and we kept running into the same problem: “natural” oral care that didn’t actually work, and “clinical” oral care packed with things we didn’t want in our kids' mouths. 🙅♀️🙅♂️
So we built what we needed and could not find.
In 2019, we started mixing toothpaste ingredients in our kitchen. And in mid-2021, ELIMS launched — right in the middle of the pandemic — with our flagship 10% nano-hydroxyapatite toothpaste.
Since then: thousands of tubes sold, Forbes Next 1000, two LA Times Visionary CEO honors, a growing shelf at dental offices and natural grocers, and — proudest of all — thousands of five-star reviews from people like you who trusted us with your oral health.
Cheers to you for being part of the story!
PS: Your free Magic Melt-Away Teeth Whitening Kit is still waiting with every order — through July 31. Grab them while we have them in stock!
