About Us


Dr. Flora Parsa StayIn 1987 I was in private dental practice in Santa Monica, California, while serving at a local hospital for pediatric dentistry and teaching at U.C.L.A. It became clear that consumers were buying toothpaste influenced by free samples given to them by their dentist, believing it was recommended. I was regularly sent free toothpaste samples from different brands to give to my patients. To my patients I was recommending that particular brand. After evaluating these brands for ingredients, I decided for the best interest of my patients, I would not hand them out.

Having 3 brothers who are physicians (cancer/hematologist specialist; pathologist; internist) I quickly realized that toothpaste can make an impact on your health. For example, allergist and dermatologists list mint and other flavors as a main source of irritation that can result in sores on the inside and outside of the mouth. I also learned there are other undesirable ingredients that can be a problem, since toothpaste ingredients are absorbed into the body, specially if you have bleeding gums.

My goal began to develop a toothpaste that was free of chemicals that allergists, dermatologists and cancer specialists consider unsafe or irritating. Some of these ingredients include mint flavors, antimicrobials, dyes, parabens, propylene glycol and others.

I developed what I felt was a safe and effective toothpaste for my patients. I had the toothpaste tested at the University of Indiana, one of the top oral care testing labs, and finalized the formula. I noticed positive results as my patients began to use it. Soon physicians were also recommending Cleure toothpaste. As customers increased, the demand for other products also increased for skin care, hair care and cosmetics.

I left private practice in 2005 and soon thereafter began to teach at University of Southern California (USC) in the Department of Diagnostic Sciences of the school of dentistry. We were also offering our oral care products through our Cleure website. My thirst for knowledge of ingredient safety and research reached a record high. As I learned about what was available on store shelves, the same passion that started my desire to develop a safe toothpaste lead to formulating other personal care and skin care products.

With the same high standard of focus for healthy and effective oral care, we began to also develop personal care and skin care products that were free of common irritating ingredients. Through research and listening to allergists, dermatologist and cancer specialists, the list of irritating chemicals to avoid became clear.

Today Cleure skin care, hair care and makeup are free of fragrance, masking fragrance, harsh preservatives, parabens, formaldehyde and other common irritants.

We reach out and focus to dermatologists, allergists and cancer specialists throughout the USA for our marketing. We will continue to manufacture our products in the USA and produce high quality products with competitive prices that will surpass the value that consumers expect, when they invest in their health.

We are grateful for the loyalty of our customers and the many physicians who recommend our products. Our core mission is to continue to develop and manufacture high quality products that reflect the commitment I had for developing the best toothpaste for my patients over 20 years ago.