Reinventing the Everyday: How Tash Scutts Is Disrupting Oral Care with LOVEBYT

A Fresh Take on a Forgotten Category

When Tash Scutts set out to create LOVEBYT, she wasn’t just launching another toothpaste brand—she was challenging an entire category that, for decades, had gone largely unquestioned.

Founded in 2018, LOVEBYT was born from a simple but overlooked idea: oral care products should be as thoughtfully designed, health-conscious, and aesthetically pleasing as the rest of the items people proudly display in their homes.

For Scutts, the name itself—playful and memorable—was part of the disruption. But the real ambition ran deeper: to deliver a product that matched the performance of mainstream toothpaste while eliminating ingredients she believed consumers should think twice about.

“I wanted to make a toothpaste with the same user experience… but with much better ingredients,” she explained.

From Fashion Floors to Bathroom Shelves

Tash Scutts did not come from a scientific or dental background. Instead, her career spanned textiles, furniture, and, most notably, fashion—where she worked as a buyer in a highly competitive industry.

That experience proved critical.

Fashion taught Tash how to build products that stand out, respond quickly to change, and connect with consumers. It also sharpened her understanding of branding—an insight she would later apply to an unlikely category.

“I learned… you have to create a product really well, and you have to market that product really well,” she said.

The transition into oral care came unexpectedly. Prompted by her daughters’ vegan lifestyles, Tash began searching for suitable toothpaste options—only to find products that felt uninspiring in both taste and presentation.

That gap became her opportunity.

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