The Formula

Two hero actives. Eleven supporting ingredients. Nothing else.

Every ingredient inside Clockwork has a reason for being there. None are decorative. None are filler. This is the full list — described in plain English, with sources where it matters.

The dual active system

Two ingredients doing the work.

Most toothpastes lean on a single active and a long supporting cast. Clockwork is built around two — chosen for what they are, not what we'd like them to do. The rest of the formula exists to deliver these two cleanly, twice a day.

Hero active · 10%

nanoXIM·CarePaste

nanoXIM·CarePaste from FLUIDINOVA, S.A. (Portugal)

HydroXy™ is our branded blend, formulated with nano-hydroxyapatite — the same mineral your enamel is naturally made of. We license the active from FLUIDINOVA, the world's reference supplier for pharmaceutical-quality nano-hydroxyapatite. The 10% nanoXIM·CarePaste (nHAP) concentration is listed on every product page and will be on the future packaging.

  • 10% concentration · third-party tested per batch
  • <100nm particle size · the form most studied in oral-care literature

Hero active · 10%

Organic Xylitol

Sourced from birch and corn fibre

Xylitol is a naturally-occurring sugar alcohol found in fruits and vegetables. Used in oral-care formulations for decades, it serves as a non-cariogenic sweetener — meaning it doesn't feed the bacteria associated with tooth decay. Safe to swallow at the levels used in Clockwork.

  • 10% concentration · the level documented in oral-care literature
  • Naturally-derived · birch and corn fibre origin
  • Safe if swallowed at formulation levels

The complete formula

Every ingredient. Every reason.

INCI names are shown alongside the common name where they differ.

1

HydroXy™ (10%)

10% nanoXIM·Care Paste

Hero active. This is our nano Hydroxyapatite - The same mineral your enamel is naturally made of. Licensed from FLUIDINOVA, Portugal.

2

Calcium Carbonate

Calcium Carbonate · limestone-derived

Polishing component for daily use.

3

Vegetable Glycerin

Glycerin · plant-derived

Humectant. Keeps the paste moist and the texture stable.

4

Purified Water

Aqua

Base solvent.

5

Sodium Bicarbonate

Sodium Bicarbonate · baking soda

For daily polishing care and pH balance.

6

Hydrated Silica

Hydrated Silica

Gentle daily polishing component.

7

Organic Xylitol

Xylitol · birch and corn fibre

Hero active. Naturally-occurring sugar alcohol used in oral-care formulations.

8

Sodium Cocoyl Glutamate

Sodium Cocoyl Glutamate · coconut-derived

Mild cleanser. Used in place of SLS.

9

Carrageenan ( < 1% )

Seaweed dervived · refined, food-grade

Natural gelling agent. Sourced from CEAMSA, Spain.

10

Coconut Oil

Cocos Nucifera Oil

Texture and flavour component.

11

Peppermint Oil

Mentha Piperita Oil

Natural flavour. Steam-distilled.

12

Spearmint Leaf Oil

Mentha Viridis Leaf Oil

Natural flavour component.

13

Anise Seed Extract

Pimpinella Anisum Extract

Botanical flavour component.

14

Wintergreen Leaf Oil

Gaultheria Procumbens Leaf Oil

Natural flavour component.

15

Stevia

Stevia Rebaudiana Leaf Extract

Naturally-derived sweetener used at trace levels for taste.

What's not in the tube

Some of the most common toothpaste ingredients aren't in this one.

These are deliberate omissions, not virtue signals. Each was considered, and each was set aside for a specific formulation reason. We're not making a claim about other brands — we're being clear about what we chose.

— No fluoride
— No SLS (sodium lauryl sulfate)
— No parabens
— No triclosan
— No artificial colours
— No artificial sweeteners
— No microbeads
— No animal-derived ingredients

Where it comes from

Made in India. Sourced honestly.

The active

FLUIDINOVA, S.A. · Portugal

Our nano-hydroxyapatite is licensed under a Trademark License Agreement signed April 2026. FLUIDINOVA's nanoXIM·CarePaste is the most-cited reference grade in published oral-care literature.

The manufacturer

Madhur Pharma · Bangalore

Manufactured by M/s Madhur Pharma & Research Laboratories Pvt. Ltd., Bangalore, under Mfg. Lic. AUS-277. All batches pass third-party quality testing before release.

The standard

One global formula

Designed to meet the strictest jurisdiction's labelling and ingredient rules.

Common questions

What you've asked us.

Why does Clockwork use carrageenan? Isn't it controversial?

Fair question. We use a small amount of refined food-grade carrageenan (sourced from CEAMSA in Spain — not the degraded poligeenan form, which is restricted in oral-care worldwide) as a natural gelling agent. It's what gives the paste its smooth texture without resorting to synthetic alternatives like carbomer or polyethylene.

Refined carrageenan is approved for oral and food-contact use across major regulatory frameworks. We are continuously reviewing alternatives with our formulation partners — clean formulation is a journey, not a destination, and we take every ingredient question seriously.

Why such a short ingredient list?

Less is the standard we've held ourselves to. The formula runs on two hero actives — 10% nanoXIM·Care Paste (nHAP) (HydroXy™) and 10% xylitol — supported by carefully chosen ingredients for texture, flavour, and stability.

Most mainstream toothpastes list 25 to 35 ingredients. We believe if an ingredient doesn't earn its place in your daily oral care, it shouldn't be in your tube.

Is HydroXy safe to swallow?

The active in HydroXy — nano-hydroxyapatite — is the same calcium-phosphate mineral your enamel and bones are naturally composed of. It is documented in oral-care literature as safe at the formulation levels used in toothpaste. That said, we follow standard cosmetic guidance: brush, rinse, don't swallow large amounts intentionally, and keep out of reach of children under six unsupervised.

Where is Clockwork manufactured?

Clockwork is manufactured in India by M/s Madhur Pharma & Research Laboratories Pvt. Ltd., Bangalore, under manufacturing licence AUS-277. The brand is owned and marketed by Clockwork Rituals Pvt. Ltd., Gurugram. The full manufacturer disclosure appears on every pack, in line with India's Legal Metrology (Packaged Commodities) Rules 2011 and Cosmetics Rules 2020.

What does Clockwork not do?

Clockwork is a cosmetic personal-care preparation. It is not a medicine. It is not intended to diagnose, treat, cure or prevent any disease — including cavities, gum disease, or sensitivity. The clinical work happens with your dentist; Clockwork is what you brush with the other 364 days a year.

If you have specific clinical concerns, talk to a qualified dental professional. We work with a network of partner dentists who can refer you locally.

Why no fluoride?

Clockwork was designed as a fluoride-free daily oral-care option for people who want one — not as a statement against fluoride. Fluoride remains a clinically established active for caries protection, and your dentist may recommend a fluoride toothpaste depending on your individual risk profile. We respect that.

Our formulation choice is to centre nano-hydroxyapatite, which has been the daily-use standard in Japan for several decades. Both ingredients have substantial published literature behind them; the choice between them is a personal one, ideally made with a dental professional.

Shop Clockwork

Cosmetic personal-care preparation. Not intended to diagnose, treat, cure or prevent any disease. Always consult a qualified dental professional for clinical advice. Manufactured by M/s Madhur Pharma & Research Laboratories Pvt. Ltd. (Mfg. Lic. AUS-277). Marketed by Clockwork Rituals Pvt. Ltd., Gurugram.