Dr. Flora Stay, DDS Founder of Cleure

Hi! I'm Dr. Flora Stay, DDS. As a practicing dentist and educator for over 30 years, I was receiving free cases of toothpaste samples from major brands sent to my practice to give to my patients. One day, I noticed the warning on the back of the tube and read it. This is what it said:

"WARNING: Keep out of reach of children under 6 years of age. If more than used for brushing is accidentally swallowed, get medical help or contact a Poison Control Center right away."

I was shocked! Disturbed that I was giving my children toothpaste with this warning on it, I thought there had to be something better out there, but I couldn't find any. This is what started my journey to provide child-safe toothpaste. 

For the next several years, I researched toothpaste ingredients and any side effects they might have. As a result, I learned that ingredients in toothpaste could very well have been the cause of some of the puzzling conditions in and around the mouth that patients were told had no cause.

Cold sores, dry patches, burning mouth syndrome, and other types of rashes in and around the mouth were some of the conditions I was seeing. This was frustrating, specially as I kept hearing patients tell me their physicians or dentists didn't know the cause or "it may be stress related" or "it may come and go, you'll have to live with it."

To remove the doubt as to the cause, I removed questionable ingredients and formulated a healthier, safer and more effective choice of toothpaste, with no warning needed. Now I can confidently say Cleure is even safe for my grandchildren!

Patients and customers alike demanded more types of skin-safe products, and using the same foundation of healthier, safer and more effective ingredients, Cleure has grown to become a one-stop shop for personal care, including not only oral care but hair care and skincare.

Our mission will never change, as we strive towards providing healthily formulated personal care for children and for the whole family.


     — Dr. Flora Stay, D.D.S.




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