Lindsay McCormick used to be a surf instructor who would watch as trash piled up along the beaches of Malibu. When her career shifted to TV production and she had to travel, she kept a toiletry kit full of refillable bottles to cut down on plastic. The one thing she couldn’t find a refillable version of: toothpaste.
After doing some research, she decided to make her own toothpaste tablets—you pop one in your mouth, bite down on it, start brushing with a wet toothbrush, and it turns into a paste similar to one you’d squeeze out of a tube. She thought she’d make them just for herself, her family and her friends. But once she realized how expensive a tablet-forming machine would be, she decided to set up an online shop and sell her product, just to pay off the equipment costs.