In 2009, Craig Dubitsky had a radical idea: Personal care products should be friendly to consumers, animals and the environment. Thus Hello Products—a line of natural personal care products including a charcoal toothpaste Dubitsky says you can eat—was born.
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https://www.adweek.com/brand-marketing/road-to-challenger-brands-hello-products-craig-dubitsky-on-saving-marriages-with-toothpaste/