Seth Spears is a Colorado-based entrepreneur who once taught consumers how to make their own non-toxic personal care products. He says customers valued the results but not the actual production process. “They kept asking us for ready-made versions,” he told me.
So he launched Wellnesse, a direct-to-consumer brand producing all-natural self-care goods, in 2020. Toothpaste quickly became the dominant item.
In our recent conversation, Seth shared the origins of Wellnesse, the demand for holistic oral care, marketing challenges, and more.
Our entire audio is embedded below. The transcript is edited for length and clarity.
Eric Bandholz: Who are you, and what do you do?
Seth Spears: I’m the founder and chief visionary officer of Wellnesse, a B Corporation that produces all-natural personal care products. Our flagship item is a mint-flavored whitening toothpaste, made without toxic ingredients such as fluoride, glycerin, or sodium lauryl sulfate. We believe what goes in or on your mouth affects your entire body, so our focus is on safe, effective alternatives that outperform conventional options.
Our toothpaste’s key ingredient is micro hydroxyapatite, a naturally occurring mineral that makes up your teeth and bones. Unlike fluoride, it helps remineralize and repair enamel, filling soft spots and even reversing minor cavities. We’ve received hundreds of testimonials from customers who’ve seen major improvements in oral health.
We also use extracts from neem, a tree native to India, for whitening, and green tea extract for overall gum and tooth health — ingredients that work synergistically for stronger, cleaner teeth. Many customers with sensitive teeth, often longtime Sensodyne users, report reduced sensitivity and better results after switching to our toothpaste.
Before Wellnesse, I co-founded Wellness Media, a health education company that taught people how to make their own personal care products. Our audience loved the results but didn’t want the hassle of making them, so they kept asking us to sell ready-made versions. As an entrepreneur, I recognized repeated demand as a business opportunity.
We launched Wellnesse in 2020 as a natural personal care brand, starting with toothpaste, shampoo, conditioner, and deodorant. While we still offer all those, oral care quickly became our most successful category and is now our primary focus.
Bandholz: Many consumers are rethinking fluoride and turning to holistic dentistry.
Spears: We work closely with holistic and biological dentists through an advisory board that reviews the latest science on safe, effective oral care. These practitioners reject outdated methods such as routine drilling and fluoride use, instead emphasizing the role of diet, supplements, and the natural oral microorganisms.
We partner with influencers and communities that value non-toxic living. Our customers aren’t looking for the cheapest option; they want products that align with a clean, health-conscious lifestyle. They’ve often dealt with dental or health issues and are now seeking a more advanced, fluoride-free option.
As awareness grows around the connection between lifestyle and oral health, holistic dentistry continues to gain momentum. Consumers are questioning ingredients and demanding transparency.
Bandholz: So you’re growing through these practitioners. How do you find them?
Spears: There’s a strong network of holistic and biological dentists with their own organizations and conferences. We’ve sponsored several of those events in recent years to build relationships and raise awareness of our products.
Many connections also happen organically. When customers mention their holistic dentist, we often ask for introductions. Sometimes those dentists reach out after patients recommend us.
We maintain both affiliate and wholesale programs. Some dentists stock our products, while others prefer to promote them. We provide samples for dentists to share with patients, to experience the benefits firsthand. This multichannel approach ensures our partnerships remain authentic and genuine.
Bandholz: What marketing tactic is working best in 2025?
Spears: Growth has slowed in 2025. It’s been a challenging year. Meta remains our primary customer-acquisition channel, but performance has declined compared to previous years. We’re still bringing in new customers there, but it’s taking more testing and creativity to find what resonates.
Our most effective Meta approach has been a “us versus them” comparison, showcasing our clean, natural ingredients side by side with those in major brands. It highlights how our formulas are safer and more effective without being confrontational. We avoid targeting specific corporations directly. Procter & Gamble and similar enterprise brands have deep pockets and legal teams, and we’re not looking for that kind of fight.
We’re experimenting with Reddit ads, especially in health and oral care subreddits, as well as some campaigns on X. However, the results have been weaker on those channels. We’re now in full testing mode, trying different angles and messaging. We often focus on ingredient quality, but we also use influencer-style videos featuring real customers.
We had a strong email list (from my Wellness Media company) built through educational content — podcasts, blogs, and tutorials focused on health, vitality, and natural living. We regularly sent newsletters featuring recipes and DIY personal care guides, which helped us cultivate a loyal, informed audience.
When we launched Wellnesse, that list gave us a ready-made customer base. Many of those subscribers prioritized holistic health, and several became affiliates.
The landscape has undergone significant changes since then. Traditional affiliate marketing, based on content sites and email lists, has largely shifted toward influencer marketing on social media. Today’s promotions rely on selfie-style videos and personal testimonials, which feel more authentic to audiences. To me, this trend is too self-focused — but it’s undeniably where attention and conversions are happening.
An agency manages our ad strategy, so my focus is on broader direction and messaging rather than daily campaign tweaks. Overall, there’s no single breakthrough channel at the moment. It’s about constant experimentation and adapting to the changing ad landscape.
Bandholz: I heard that once enamel is gone, you can’t rebuild it. Is that true?
Spears: Not entirely. Teeth consist of hydroxyapatite, so when toothpaste contains that mineral, its tiny particles can penetrate crevices and help remineralize enamel. But oral health isn’t just about brushing; it’s also heavily influenced by diet and mouth acidity.
If you’re consuming a lot of processed or sugary foods or drinking soda, your mouth becomes more acidic, which can lead to cavities. Brushing helps, but it can’t fully offset a poor diet. A nutrient-dense, low-sugar diet rich in protein and vegetables supports stronger teeth and overall health.
I prefer a paleo-style diet — lean meats, fruits, vegetables, nuts— but there’s no one-size-fits-all approach. Everyone’s body chemistry is different. Getting blood work and allergy testing can help you understand your individual needs and optimize both oral and full-body health.
Bandholz: Where can people follow you, reach out to you, buy your products?
Spears: Our site is Wellnesse.com. My personal website is Sethspears.com. We’re on Instagram and Facebook. Find me on LinkedIn.
