When Anthony Pachon began his career as a London dental hygienist, he saw how common tooth decay in children had become. “Some were so anxious they refused to open their mouths,” he says. “Others had already been in hospital for treatment. One day, a mum brought in her five-year-old daughter, who was crying and too frightened to brush at home. The mother looked exhausted, the child was terrified, and that moment stayed with me.”

It was the spark for Silly Sarah, a children’s toothpaste designed to make brushing safer, simpler and genuinely enjoyable. Made with hydroxyapatite, the mineral already found in teeth and bones, it supports enamel while being safe if swallowed. Earlier this year, Silly Sarah won the AXA People’s Choice Award 2025.

“I remember thinking how unfair it was,” he

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