About Us

Founder
Sian Ellingworth

My Story
As some of you may know, Buddies was originally born out of a need for me to find a toothpaste my son, Adam, was happy to use.
Adam now identifies as non-binary (female) so I’ll refer to them as Jade/she from here.
We didn’t know at the time that Jade is on the autism spectrum as she was later diagnosed with Asperger syndrome.
What we did know was that for Jade most toothpaste flavours are a real problem. She detests mint, to the extent that even the smell makes her gag, and she is also averse to most fruit flavours or anything like bubble gum.
We since learned that it’s very common for people on the spectrum to have heightened senses such as taste and smell.
Although there are alternative flavours available, these often don’t contain fluoride. Whilst there are people who are strongly anti-fluoride, dental professionals are agreed that toothpaste containing the right amount of fluoride provide the best protection for teeth.
There are also unflavoured toothpastes on the market, but whilst these may work for some, Jade found them unpleasant to use.
I have always believed that making any routine as pleasurable as possible is the best way to make it stick. It’s logical that if we can form a positive association in someone’s mind with brushing their teeth, then they are much more likely to do it. So, with Buddies, I focused on doing this by creating a product that smells good, tastes good and makes the process easier.
What has become clear is that taste-sensitive children grow up to become taste sensitive adults. Also, that several conditions that can affect our tastebuds may impact us later in life.
So, I decided to develop Senses, an adult version of the brand.
There have been many developments and several bumps in the road since I started this company.
The result is Buddiesforlife – our journey in creating products that aim to make it easier for everyone to enjoy good oral health throughout their entire lifetime.

Who We Are
At Buddies For Life, we are dedicated to making oral care accessible and enjoyable for everyone, especially those with unique needs.
Our products are thoughtfully designed for individuals who struggle with traditional toothpaste flavours and textures, including children with sensory sensitivities, people on the autism spectrum, those undergoing chemotherapy, and individuals living with dementia.
With a focus on innovation, effectiveness, and sustainability, we create solutions that support oral health at every stage of life.
You Can Contact Us
Our Mission
At Buddies For Life, our mission is to make oral care stress-free and enjoyable for everyone. We understand that traditional toothpaste and oral care products don’t work for everyone, which is why we create solutions tailored to unique needs. Whether it’s our specially formulated toothpaste for sensory sensitivities or swabsticks for dry mouth relief, we are committed to providing high-quality, effective, and sustainable products that make a real difference in people’s lives.
