Order Now For Next Day Shipping:
Why I Built The Most Trusted Toxin-Free Brand On The Planet
I'm Lauryn. I never planned to start a company. I just wanted to stop worrying about what I was putting on the people I love every day. One product turned into two, and before I knew it I'd rebuilt almost everything in our home.
Shop The PRIMALS Collection
Honestly, this all started because I'm a bit of a worrier. I couldn't stop thinking about what my family was exposed to every single day.
So I started reading the labels on our everyday stuff, the toothpaste, the shampoo, our water, our air. And the more I read, the more I couldn't unsee.
- Microplastics shedding into our bodies
- Hormone disruptors like BPA and phthalates
- Fluoride, chlorine, and PFAS in our water
- "Natural" labels hiding synthetic chemicals
I tried every "clean" alternative I could find, but they never went far enough. There was always a hidden loophole, a synthetic filler, or one problem they didn't fix. So I made the products myself. One honest thing at a time, and I haven't stopped since.
I Found Out Plastic Toothbrushes Shed 2.3 Million Microplastics A Year
That's about 3,000 particles every brush, straight into your gums, twice a day, for you and your kids. I looked at the bamboo brushes online, but almost all of them still use nylon bristles, so they shed microplastics too. Ours use real boar or horse bristle on bamboo, for adults and kids, so there's nothing to shed.
// Boar • Horse • Kids Boar • Kids Horse
- No microplastics in your mouth, natural bristle can't shed plastic like nylon does.
- Choose your clean: boar for a firm, deep scrub or horse for a soft, gentle feel.
- Kid-sized boar and horse too, gentle on young gums, for ages 6 and up.
- Never grows mold, it stands upright and dries fully between uses.
I Found Out My Electric Brush Was Shedding Plastic And Pulsing EMF
Electric brushes clean well, but that plastic head sheds microplastics into your gums, and the motor sits buzzing next to your head. I tried the "bamboo" electric heads too, but they still use nylon bristles, so they shed just the same. The PRIMALS Electric Toothbrush keeps the powerful clean with a real natural-bristle head and a low-EMF motor.
- No microplastics shedding into your gums, a real natural-bristle head, not nylon.
- Low EMF by design, so you're not holding radiation next to your head each morning.
- Removes 10x more plaque than manual, at 62,000 sonic vibrations a minute.
- Boar or horse replacement heads, firm deep clean or soft gentle feel, fits Philips Sonicare too.
I Found Out The Fluoride In Your Toothpaste Isn't Doing What You Think
Regular toothpaste hides fluoride, synthetic foaming agents, and dyes in a plastic tube. Even most "natural" toothpastes still add fluoride or skip the ingredient that actually rebuilds enamel. Our Toothpaste Tablets rebuild enamel with nano-hydroxyapatite instead of fluoride, and the Copper Tongue Scraper clears the bacteria behind most bad breath.
// Tablets • Copper Scraper
- Strengthens enamel without fluoride, 10% nano-hydroxyapatite does it naturally.
- Tackles bad breath at the source, copper clears the bacteria a brush leaves behind.
- No synthetic foaming agents, dyes, or plastic tube, just a simple glass jar.
I Found Out What They Let Stay In Your Tap Water
Hot water opens your pores and your skin drinks in whatever's in it, usually chlorine and fluoride, which is what dries skin and dulls hair. I tried other filtered showerheads, but they didn't remove fluoride, and some killed the water pressure. Our 15-stage Filtered Showerhead removes both, at full pressure.
- Less dry, irritated skin, removes the chlorine that strips your skin.
- Healthier, shinier hair, no more harsh water dulling it every day.
- The only shower filter that removes fluoride, not just chlorine.
- 96% see a difference in 7 to 14 days, in their skin and hair.
I Found Out The Air In My Home Was Dirtier Than Outside
The air inside your home is often dirtier than outside, full of fine particles and formaldehyde you breathe all night. Most purifiers I tried caught dust but missed the formaldehyde and fine PM2.5. The Clean Air Pod clears it all with medical-grade H13 HEPA plus activated carbon.
// Air Pod • Replacement Filters
- Breathe cleaner while you sleep, captures fine PM2.5 particles and formaldehyde.
- Fewer allergy and asthma triggers, H13 HEPA traps dust, pollen, and dander.
- Quiet enough for the bedroom at 28dB, covers up to 800 sq ft, live air readout.
I Realized My Family's Underwear Was Quietly Dropping Their Testosterone
Most underwear is polyester, basically plastic, sitting against your most absorbent skin all day, and the hormone-disrupting chemicals it carries are linked to lower testosterone and drive. I hunted for a natural pair for my family, but they weren't 100% natural, or used a synthetic rubber waistband right where it matters most. Our Organic Cotton Boxers and Merino Wool Boxer Brief are pure natural fiber, waistband included, nothing hidden.
// Organic Cotton • Merino Wool
- No hormone disruptors against sensitive skin, the plastics tied to low testosterone.
- Pure natural fiber, 100% organic cotton and merino wool, zero polyester or elastane.
- No PFAS "forever chemicals" or plastic resin coatings hiding in the fabric.
PRIMALS is an independent brand and is not affiliated with, endorsed by, or sponsored by Primal Wear, Inc or any other company.
One Trusted Place For Your Whole Routine
The hardest part wasn't finding one clean product. It was hunting down a different brand for every single thing, and hoping each one was actually honest. I built PRIMALS so you don't have to. One place for your mouth, your water, your air, and your skin, all held to the same standard, and shared by over 500 clinicians.
- Everything toxin-free in one cart, no chasing ten different brands.
- One honest standard across every product, the same one I use for my own family.
- Shared by 500+ clinicians with their patients, and trusted by 100,000+ homes.
// Shared by 500+ clinicians • frontrowMD. Larger-scale research is still developing.
Shared By 500+ Clinicians With Their Patients
It still means the world to me that the people who spend their lives keeping others healthy now pass PRIMALS along to the patients they care about.
Clinicians receive samples and are never paid to review them. Evaluations powered by frontrowMD. Larger-scale research is still developing.
Hundreds Of Thousands Have Made The Switch
I honestly never expected this. What began as a few things I made for my own family is now used by over 100,000 people who pass it along to everyone they love. It still amazes me.
Why PRIMALS Beats The Rest
Going Back To How It Was Meant To Be
None of what I make is new. Natural bristle, filtered water, clean air, it's just how things were before plastic took over because it was cheaper, not better.
I never set out to start a company. I was just a worried person trying to protect the people I love.
Every product came down to one question: would I be happy putting this on someone I love? If not, I changed it, or didn't make it.
You don't have to switch everything overnight. Start with one thing. Thank you for trusting me with what you use every day.
We make everything in small batches with natural materials, so things do sell out on us from time to time. If what you want is in stock right now, I'd grab it while you can.
Make The Switch I Wish I'd Made Sooner
You don't have to change everything overnight, I certainly didn't. Just start with one thing, and stop wondering what's really in the stuff you use every day.
Shop The PRIMALS Collection// 100,000+ switched // Toxin-free // Shared by 500+ clinicians
Questions, Answered
A full line of toxin-free daily essentials: oral care (boar and horse toothbrushes, kids' brushes, an electric brush and heads, toothpaste tablets, copper tongue scraper), a filtered showerhead, the Clean Air Pod, shampoo, body wash and lotion, and organic cotton and merino wool underwear.
Most people start with the toothbrush or the filtered showerhead, since those are daily, high-contact swaps you feel quickly. From there, people usually add oral care, then body and hair. You don't have to do it all at once.
We built the whole line around one question: would we be happy putting this on or in the body of someone we love. That means no microplastics, no BPA or phthalates, no PFAS, and no synthetic fillers hiding behind a "natural" label, across every product.
Yes. Over 500 clinicians share PRIMALS products with their patients. They receive samples and are never paid to review them, and evaluations are powered by frontrowMD. Larger-scale research to support product claims is still developing.
PRIMALS was founded in Hawaii, and the appreciation for the natural beauty of the islands is what inspired the whole toxin-free, eco-conscious approach behind every product.
Orders ship quickly with tracking, and every order is backed by same-day human email support. Free shipping is available on orders over $100.
