The LOVEBYT story's a simple one.

A Northern Beaches native with a background in interior design and fashion. I fare-welled the rag trade in 2017 to build my own business - scary stuff.

But why toothpaste rather than tunics or totes?

Intrigued by the trend towards healthier beauty products, I wanted to devise something for people who are both health and style conscious.

When I stumbled upon the typical ingredients (countless chemicals) in popular toothpastes.... I was appalled, so engaged an industrial chemist to create a toothpaste that tasted great and was chemical and cruelty-free.

But I still wanted it to look beautiful in my bathroom (turns out fashion's a hard gig to shake), so I called on Australian artist Bruce Goold to design the distinctive, recyclable packaging.

As for the name, LOVEBYT. Its just LOVE BY T (for Tash).

That's me..