Rocc Naturals

Year 2021

Role Developer

Agency Atollon

ROCC Naturals was founded with a rebellious spirit and drive to do things differently; to do them better.

Co-founder Prue Rocchi loves health and fitness. Yoga, half marathons, triathlons… she’s tried it all — although not always at a record-breaking pace. But looking at toothpaste, Prue saw a problem. If we were getting more conscious about how we fuel our body, why were we so relaxed about the ingredients we brush our teeth with?

Prue couldn’t find a product that supported her families’ oral hygiene while also helping to make the world more sustainable. She wouldn’t take this lying down. Or standing up in front of her bathroom sink, for that matter. So, she set out to create her own, and tick a few boxes on the way.

– Naturally derived ingredients – and definitely no nasties, or numbers.
– Good for the earth – there’s enough crap sitting in landfill.
– Full of the good stuff – like vitamins and minerals – for whole mouth health.
– Design-inspired toothpaste to sit proudly on your sink, not in your drawer.

After many rounds of testing, the perfect formula was created. The plus side of testing toothpaste: exceptionally fresh breath.

And that’s how ROCC Naturals was born – in Prue’s hometown of Melbourne. It’s a breath of fresh air in Australian bathrooms and the toothpaste industry. Refreshing, huh?


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