In a sea of legacy brands in the oral care space, Salt Oral Care—founded in 2022 by Karan Raj Kohli and Viraj Kapur—has redefined the humble toothpaste tube into a premium, emotionally resonant ritual. Born from the realisation that the market was stuck in monotony—delivering function over feeling—Salt’s founders set out to redefine how people start and end their day by making it an experience to what’s typically viewed as a chore  .

Built on the idea that oral care should be more than just functional—it should be an experience—Salt blends sleek design, unexpected flavours, and clever storytelling into every product. From their signature morning and evening toothpastes to uniquely bottled mouthwashes that could pass for boutique skincare, the brand is helping people see brushing not as a boring routine, but as a mini ritual worth looking forward to.

With SKUs like Dawn and Dusk toothpastes, Salt offers more than just cleaning power—its vibrant flavours (read matcha, saffron, cinnamon‑mint) and minimalist aluminium tubes are crafted to be Instagram-worthy, not hidden under the sink. Their mouthwashes, with ingredients like elderflower, sea salt and chamomile mint, arrive in textured glass bottles that could sit just as comfortably next to your bespoke skincare.

Salt is a science-backed, vegan, and eco-conscious brand—using clean actives like nano-hydroxyapatite, avoiding SLS, parabens, and peroxides, and prioritising recyclable or refillable packaging—signal not just sustainable style but a lifestyle ethos. With a recent $1 million pre‑Series A funding round from Lotus Holdings and a remarkable growth in the last year, Salt is now positioning oral care as a self‑care movement.

In this interview, we sit down with the founders to talk about the art of turning toothpaste into a lifestyle statement, how they’re carving a space in a market dominated by global giants, and why sometimes, a little bit of salt really is the secret ingredient.

From gaining early visibility to securing investor interest, how would you describe the journey of building Salt?

It’s been exciting but very real. We didn’t come out of the gate with a media blitz. It was all word-of-mouth, good design backed by science and genuine curiosity from people looking for something better. Once we saw consistent love from our early adopters, we knew we were onto something. That traction helped us bring on investors who believed in the future we were building.

Why did you choose oral care?

Because no one was paying attention to it. It's one of the most intimate parts of your day—twice a day, every day—and yet it was either too clinical or stuck in the past. During the lockdown, all of us were re-evaluating our habits. That’s when the idea clicked: why not build a line that looks good, feels good, and works clean?

Let’s talk about the toothpaste flavours. Matcha, really?

Yes, really. We wanted to bring joy and personal choice into a space that’s been boring for too long. Matcha isn’t just trendy, it has antioxidant benefits and already lives in wellness routines. So why not in your brushing ritual too? Flavours help people feel more connected to the product and connection builds habit.

For a new brand, you seem to have put in a lot of time and effort into the packaging of the products and it's definitely a hit. How did you realise that in a country like India where the consumer is loyal to the brands they have been using for decades, a different packaging would hit the right spot?

Legacy doesn’t mean unshakeable. Most people use the same 2–3 brands simply because they’ve never had an alternative. We knew packaging would be our first hello—a way to make people pause in the oral care aisle. So, we made it bold, clean, and unmissable. Turns out, today’s Indian consumer isn’t loyal to old names, they’re loyal to better experiences.

When do you think Indian consumers’ idea of oral care shifted to it being a lifestyle choice?

It happened post-COVID. People started reading ingredient lists, prioritising design, and rethinking their daily rituals. Wellness moved beyond the gym, it became a full-body, full-day mindset. While skincare saw its moment, oral care was still stuck in the past, with very few brands offering a mindful alternative. Suddenly, brushing wasn’t just hygiene, it was self-care. That shift didn’t just happen; it was led by brands like ours that treated oralcare as a lifestyle, not an afterthought.

Honestly, who’s your target audience?

Anyone who’s ready to break up with boring oral care. They might be 23 or 43 but what they share is a mindset. They're curious, design-aware, and want their products to match their values. We started in urban India, but Tier 2 and Tier 3 cities are catching up fast. The appetite for better doesn’t have a postcode.

The brand’s tone is very contemporary and creative. What’s the thinking behind that?

We never wanted to sound like a Pharma label. Oral care has always been positioned like a lecture — all jargon, no joy. Salt is like your smart, funny friend who knows what works and doesn’t take themselves too seriously. Whether it’s the back of our toothpaste tube or a campaign film, we keep the voice warm, cheeky, and honest.

We always felt oral care was too sterile and forgettable. Salt had to be the opposite — warm, stylish, and full of personality. Today’s consumer doesn’t want to be spoken at — they want to be part of the story. So our language is as clear as our formulas: no fluff, just vibes. It reflects what Salt stands for — serious about ingredients, playful about the experience.

What’s the plan to sustain the buzz?

Innovation is key—whether it's new formats, new flavours, or new ways of telling our story. We just launched our Halo Super Sonic Brush, which takes our ritual-first approach into tech. But it’s not just about products. We’re investing in creator collaborations, lifestyle-driven pop-ups, and cinematic campaigns that make people feel something. Our brand film The Clean-Up Job is a great example — bold, stylized, and surprisingly fun. By showing up where culture is moving — and adding to it. We’re building a brand that treats oral care as a lifestyle, not a chore.

What do you have to say about the pricing – do you think it’s going to be a fight with long-standing brands?

We don’t see it as a fight — we see it as an upgrade. The legacy brands serve the masses. We’re building for a mindset that values better: cleaner formulations, smarter design, and a more intentional experience. Pricing is just a reflection of that. Our customers see it not as a premium, but as a personal investment.

What next?

We're just getting started. The plan is to own the full oral care ritual — from your sink to your suitcase. We’ve recently launched in the UAE via Amazon and are exploring more international markets. Product-wise, we’re growing and introducing more innovative flavours and product ranges, and creating immersive experiences both online and offline. If brushing can be a vibe — we’re here to make it happen.