Penny Choi, Founder of Tidalove. (Credit: Courtesy of Tidalove)
Removing Plastic and Waste From the Toothbrushing Equation
Through Tidalove tablets, Penny Choi is making oral hygiene a more sustainable process.
Before starting up Tidalove, Penny Choi was her own target customer — a conscientious mom searching for waste-free products that would keep her family healthy. In particular, she wanted an all-natural way for her and her children to keep on top of dental care, but couldn’t find anything fitting the bill in her local pharmacy. “I wanted something I could use every day, give to my kids, and feel good about — so I decided to create it myself,” she says. Her company sells chewable toothpaste tablets that foam up as you brush your teeth with the company’s bamboo-based accessories. Minimal water, no toothpaste tubes, no plastic handles.
Editor’s Note: Tidalove has been named to The Story Exchange’s 2026 list of 15 Brilliant Business Ideas. Here’s our lightly edited Q&A, with Choi.
How is your business different from others in your industry?
Many solid toothpaste brands remove fluoride to be more “natural.” Tidalove does the opposite — we focus on sustainability without giving up what actually works for dental health. Our waterless formulas, effective ingredients and refillable packaging make the switch easier. And for every product sold, one piece of ocean-bound plastic is eliminated.
Tell us about your biggest success so far.
Positive reviews, repeat purchases and messages from customers saying they won’t go back to traditional toothpaste have confirmed that Tidalove is solving a real problem.
What is your top challenge and how have you addressed it?
As an early-stage founder, building awareness while managing operations has been hard. With limited resources, I’ve focused on testing small, learning quickly and listening closely to customers’ feedback. Prioritizing what truly moves the business forward — rather than trying to do everything at once — has helped me make steady progress.
Have you experienced any significant personal situations that have affected your business decisions?
Becoming a parent. As a trained dietitian, I’ve always cared about health and sustainability, but during the pandemic I also embraced a more minimalist lifestyle and became more aware of everyday waste. Then, when my son experienced a health challenge, it pushed me to step away from my job and build something of my own — creating products I can trust for my family and others.
What is your biggest tip for other startup entrepreneurs?
Focus on solving one real problem well. You don’t need to have everything figured out — clarity comes from doing, listening and improving as you go. Don’t wait until everything feels perfect to start.
How do you find inspiration on your darkest days?
I try to look at the present from a future point of view by reminding myself that today’s challenges will one day be part of the story I tell myself tomorrow to keep going.
What is your go-to song to get motivated on tough days?
I love listening to all K-pop music.
Who is your most important role model?
My children. They remind me why integrity and consistency matter more than quick wins.
Instagram: @tidalovebeauty
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