For Justin and Rachel, it all started when they welcomed their first son into the world and became extremely aware of the prevalence of chemicals and other harmful additives in the products they were using. When their son's first tooth came in, they bought him the most natural toothpaste they could find. It turned out it wasn't actually that safe. On top of that, their son ended up rejecting the taste. Disappointed with the options on the market, they decided to create change and with Justin’s background as a pharmacist they formulated a safe, natural, delicious and highly effective toothpaste for their little one and ours too, and we love them for it. Thankfully, they didn't stop there and formulated options just as amazing for grown-ups as well. Jack N' Jill Kids has been creating change in the industry ever since they created that first toothpaste in Australia. They continue to formulate the best products for us, our families and our planet under both of their brands, Jack N' Jill Kids and The Natural Family Co.