Oral care is beauty's last frontier.

For years, my dentist told me to floss.
For years, I couldn't.

I pride myself on taking care of my body. I'm active (I love to hike and run). I cook healthy food from real ingredients. I read labels. I care about what goes in my body and what doesn't. But the years passed, and the floss sat in the drawer, and every six months I'd sit in the dentist chair and sheepishly admit that I still wasn't flossing.

It wasn't laziness, exactly. It was that the act felt like a punishment — a clinical, ugly little task with a cheap plastic container I kept hidden away. There was nothing about it that felt inviting or nurturing.

A few years ago, I got serious about skincare. I read about ingredients. I understood what worked and why. I found beautiful, well-designed products. I built a skincare routine that felt less like a chore and more like a ritual: a few minutes each day that I actually looked forward to.

Then I came home from another dentist appointment, a bit embarrassed as always to be the doctor who could not take care of her oral health, and for the first time I understood something. The difference between my skincare ritual and flossing wasn't discipline. It was design.

Skincare felt like an indulgence. It felt like I was pouring into myself and caring for my body. The products felt creamy and rich, they smelled good, they looked gorgeous. But floss? Nobody had thought to make floss beautiful.

I had a thought. What if oral care could be beautiful? Something actually worth slowing down for. Something that belonged on my counter instead of in my drawer? And what if it made you feel good by looking pretty, smelling good, having the right texture?

I started imagining what oral care could look like if it were a beauty product. I looked all over for products that fit the bill, but I couldn't find them. So I started to build them.

That's Loom.