Transparency · Claims & Substantiation
Clockwork is built on real ingredient science. We hold ourselves to a clean line between what's supported by published research and what is marketing language. This page is our public roadmap: what we used to say, what we're moving to, and the regulatory thinking behind each shift. Updates roll out across the site, packaging, and manufacturing over the next 30 to 60 days.
Updating in the open · April 2026
These updates are part of a coordinated rollout across our website, packaging, and manufacturing over the next 30 to 60 days. Some product pages and labels still carry our earlier phrasing — that's intentional. We're updating in step with our new packaging and a dedicated cosmetic manufacturing licence, so the language you read online matches the product that arrives at your door. For the manufacturing transition specifically, see our Legal Notice.
Our principles
These rules apply to every product page, email, ad, and conversation a Clockwork team member or partner has about our products.
We describe what nano-hydroxyapatite, xylitol, and other ingredients are known to do, citing publicly available research. We do not say the product "treats" or "cures" anything.
Any percentage, comparison, or endorsement on our pages must trace to a specific source — a published study, a verified survey, or a Certificate of Analysis. We share the source on request.
Clockwork products are intended as cosmetic personal-care preparations. We do not promise to diagnose, treat, cure or prevent any condition. We always recommend consulting a dental professional for clinical advice.
Claim mapping
As Indian regulation matures around cosmetic claims, dark patterns, and influencer endorsements, we're reviewing and tightening our copy across the site, our emails, and our packaging. The mapping below is what's changing — some of these updates are already live; others are rolling out alongside our new packaging over the next 30 to 60 days.
| Earlier phrasing | Where we're moving to | Why we're changing it |
|---|---|---|
| Reverse daily decay | Helps remove daily plaque buildup | "Reverse decay" reads as a therapeutic claim. The Drugs and Magic Remedies Act, 1954 restricts disease-cure phrasing. |
| Fights cavities | Supports cavity protection as part of daily oral care | "Fights" implies active treatment. Cosmetics describe support, not therapy. |
| Anticavity | With cavity-protection benefits of nano-hydroxyapatite | "Anticavity" as a structural claim is reserved for drug-classified products. We reframe around the ingredient. |
| Repairs, not just cleans | Cares for the surface like nothing else does | "Repair" suggests therapeutic action. Our role is to deliver the mineral, not to claim the body's biological work. |
| Rebuilds enamel at the molecular level | Delivers enamel-mimicking nano-hydroxyapatite | We describe the ingredient and its delivery, not a guaranteed biological outcome. |
| Fills microscopic enamel cracks | Engineered to integrate with the enamel surface | "Fills cracks" is a drug-style structural claim. Integration is supported by published research on nHAp. |
| Starves cavity-causing bacteria | Helps maintain a balanced oral environment | Antimicrobial claims invite drug classification. Xylitol's role is described in literature as supporting oral balance. |
| 100% Natural | Thoughtfully formulated with naturally-derived ingredients | CCPA's 2022 misleading-claims guidance tightened the use of "natural". Several of our ingredients are precision-engineered. |
| Clinical-grade | Professional-strength formulation | "Clinical-grade" implies medical certification. Our products are professionally formulated personal-care preparations, not medical devices. |
| Approved by Dentists | Trusted by dentists in our partner network | "Approved" requires substantiated, named endorsement under ASCI and CCPA rules. We name the panel, with consent. |
| Trusted by dental professionals | Available through clinics in our partner network | Generic professional-trust claims are non-substantiable. We replaced with a verifiable factual statement. |
| As effective as fluoride | A modern fluoride-free alternative for those seeking it | Direct comparative claims require head-to-head evidence. Until we publish such evidence, we describe the product on its own terms. |
| India's Natural Fluoride-Free Toothpaste | An Indian fluoride-free toothpaste, made for modern oral care | "India's" implies market primacy and requires substantiation. Other fluoride-free options exist in the market. |
| Your Dentist Will Notice | Designed for daily care between dental visits | Implied clinical outcome claim. Reframed to position as routine care, with the dentist as the authority. |
What's behind the ingredient claims
Statements about our ingredients are based on these references. We update this list as new peer-reviewed work is published.
Selected references on xylitol in oral care:
If you would like a copy of any of these papers or have a specific question about a claim on our website, write to us at hello@clockworkrituals.com. We will respond within one business day.
This page exists because we'd rather show our work than hide behind marketing language. We update it continuously as we tighten copy, change suppliers, refresh packaging, or add scientific references. If you spot a phrase on our site, in an email, or on packaging that doesn't match what's on this page, please write to us at hello@clockworkrituals.com — we treat that as a bug, not a quibble, and we'll fix it.
This page was last reviewed in June 2026. The next planned review accompanies our manufacturing transition over the coming 30 to 60 days, after which the language across our entire site will be aligned with the "Where we're moving to" column above.
Clockwork products are intended and marketed as cosmetic personal-care preparations under Indian law. They are not advertised, marketed, or sold to diagnose, treat, cure or prevent any disease or condition.
Information on this page is provided for general educational purposes and does not constitute medical or dental advice. If you have allergies, sensitivities, ongoing dental treatment, or any clinical concern, please consult a qualified dental professional before changing your oral-care routine.