Goodwell
Goodwell is revolutionizing personal care by reimagining the entire lifecycle of everyday products, proving that sustainability and superior design can coexist beautifully. Their "Personal Care with Purpose" philosophy directly challenges an industry that has prioritized convenience over environmental responsibility for decades. When you consider that toothbrushes alone contribute 50 million pounds of plastic waste to landfills annually, Goodwell's intervention feels both urgent and inevitable.
Replace, not Refuse.
The ingenious solution centers on a forever-handle made from recycled anodized aluminum paired with replacement heads that are 100% compostable and biodegradable. This elegant system transforms the traditional disposable model into something that feels more like investing in a quality tool—you buy the handle once and simply replace the functional components as needed. The approach eliminates virtually all waste while creating a product that's actually more premium and satisfying to use than conventional alternatives.
Press-worthy
Recognition from major publications including Fast Company, Uncrate, Self Magazine, and The New York Times validates that Goodwell has struck the perfect balance between environmental innovation and market appeal. Their success demonstrates that consumers are ready for products that don't force them to choose between performance and principles. By making sustainability feel aspirational rather than sacrificial, Goodwell is pioneering a new category of consumer packaged goods that could reshape entire industries.
Paste & Floss
Goodwell's approach to toothpaste reimagines oral care through a distinctly Pacific Northwest lens, creating formulations that are as thoughtful about ingredients as they are about environmental impact. The Pacific Mint with sea salt variant draws inspiration from coastal ecosystems, combining the mineral-rich benefits of sea salt with refreshing mint for a clean that feels both natural and invigorating. Meanwhile, the Oregon Mint formulation celebrates local terroir, using regionally-sourced ingredients that connect users to the brand's sustainability ethos while delivering exceptional oral health benefits.
Beyond Electric
The Be. Brush represents Goodwell's most ambitious leap forward—the world's first battery-free electric toothbrush that harnesses kinetic technology to deliver a full electric brushing experience without any environmental compromise. This breakthrough innovation tackles one of oral care's most persistent contradictions: electric toothbrushes provide superior cleaning but create massive electronic waste through disposable batteries and non-recyclable components. The Be. Brush's wind-up mechanism generates enough kinetic energy to power two full minutes of oscillating brush action, matching the performance of traditional electric models while eliminating batteries entirely.
