Before is a lifestyle brand with Purifying Toothpaste packaging designed in-house by Jamie Collins. Instead of moving in a visual direction driven by the existing toothpaste category, Before’s packaging is fresher and more modern. The design system makes the product feel more like a self-care item and less like a twice-daily, medical-driven chore.

Before, a lifestyle brand redefining self-care for the modern age, recently launched their range of Purifying Toothpastes. Before is defining a new vertical within the oral care industry with its earth-conscious, design-first approach to this historically mundane purchase. The brand is flipping the script on traditional toothpastes to deliver an entirely new product that provides a wildly fresh and satisfying brushing experience unlike any other.