Silicon Valley startup sells $20 toothpaste

A new company started by Berkeley and Stanford graduates recently released a toothpaste costing $20 for a 1.7-ounce tube.

The paste, called Livionex Dental Gel, can be used for daily brushing and does not include abrasives, detergents, fluoride, triclosan or antimicrobials. 

It reportedly works by activating edathamil, which is said to remove both harmful calcium and the hard-to-eliminate plaque. It was is more like nail polish remover than traditional paste, CEO Amit Goswamy said in a recent ABC News article.

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The reason for the cost is that Livionex is a "premium product providing superior value and results that are far superior to the leading ADA-approved toothpaste," according to the product's website. In addition, it is said to be the result of more than a decade of research in collaboration with top U.S. universities and contains the most effective, highest quality, safest ingredients available.

Normal brushing is said to reduce plaque to a two on the five-point Quigley Hein Plaque Index. However, research is said to show Livionex reduces plaque to 0.5.

Made it the United States, Livionex is said to be safe for children and adults of all ages as it contains all-edible ingredients and is gluten- and glycerin-free. It has a mild peppermint flavor and does not foam as it does not contain detergents.

Users need a pea-sized amount. When used twice a day, each 1.7-ounce tube is estimated to last six weeks.

For more information, visit livionexdental.com.

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