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Reclaim
Our story

Black women deserve
better access to dental care.

Getting care should fit into your life. Too often, finding an appointment you can afford and make time for is a job in itself.

Our story starts with a question. What can you do for your gums today when the next appointment is weeks away?

Woman in her fifties outdoors under a clear blue sky, face tilted to the sun, smiling
The problem

The gap in care
is real.

A phone call between shifts. An appointment you cannot take time off for. A bill you need to plan around. Cost, coverage and access to local services can shape who gets routine dental care. CDC on oral health disparities.

Why we put Black women first

The gap in care is part of the story. So is the woman who wants someone to listen when she says her gums have changed. Reclaim chose to put Black women at the center of this work. That means showing Black women in the everyday moments we talk about, making room for their questions, and giving them a clear place to start at home.

Illustration of a dental professional listening to a patient in a consultation room
AI-generated illustration of a dental consultation.
3D render: toothbrush bristles cleaning the top of a tooth01

Brushing cleans
the surface.

3D render: floss sliding between two teeth02

Floss gets
between.

3D render: a rinse washing over the teeth03

Mouthwash rinses
over the top.

And soAll three stop
at the gumline.

Where it actually
begins.

What the numbers
show.

In U.S. survey data from 2017 to March 2020, 30.3% of non-Hispanic Black adults aged 20 to 64 with teeth had untreated tooth decay, compared with 18.3% of non-Hispanic White adults.

Read the CDC data →
Woman in a white robe on the edge of the bath in the evening, swishing while she reads a book7minutes, on a Tuesday night
What we did

A ritual that fits
real life.

We began with the routine people already have. The shower. The kettle. The few minutes before brushing. Halo Pulling Oil turns that time into a deliberate step for your gums.

  1. 01

    We made the ritual simple

    Measure, swish gently, spit, then brush as usual.

    Meet Halo Pulling Oil →
  2. 02

    We published the refusals

    Seven things that will never be in it.

    The exclusion list →
  3. 03

    We wrote down the limits

    What it can't do, in the same size type as what it can.

    What it can't do →
Where the name comes from

Holy means whole.

Old English hāligfrom *hailazIntactUninjuredComplete

The same root as health, heal and hale. Not a religious word. A word about nothing being missing.

We named the company after the part everyone leaves out.
Holy means whole

Three things we believe,
in order.

Woman in her fifties laughing out loud at a sunny table with friends1What it is

Your mouth.

How you eat, kiss, laugh out loud. Lose it piece by piece and you lose something of yourself.

Woman holding a cup of tea by an open window in the morning light, eyes closed2What it deserves

Is holy.

Not a ninety-second chore. A daily ritual that decides who you are at sixty-five.

Woman walking hand in hand with her granddaughter on a beach path, both laughing3What we do

We make it whole.

A routine should fit into the life you already live. Start with one step and build from there.

Portrait of a woman in her fifties looking calmly into the camera against a pale-blue sky
Vision

You deserve to be heard
when something changes.

Bleeding that keeps coming back, receding gums or loose teeth are worth bringing up with a dental professional.

  • 01

    Notice what has changed and when it started.

  • 02

    Write down what you want to ask at your next visit.

  • 03

    Keep brushing and cleaning between your teeth as part of your daily care.

  • 04

    Read the NIH guide to gum disease →

Choose holy. Choose whole.

The standard we hold ourselves to

Nothing skipped.
Nothing missing.

Below the gumline, on the tissue, on the tooth. Give it a fair month, or we refund you in full and you keep the product.

Shop the Halo Line →
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The Halo Protocol: toothpaste, pulling oil and gum serum floating on a sky-blue backdrop