Lodi, California (August 2, 2006) Acting on requests from consumers, Auromere Ayurvedic Imports announced today the introduction of their new Non-Foaming Herbal Toothpaste made without the commonly used sudsing agent, Sodium Laurel Sulfate or SLS. With 25 botanical extracts and essential oils, the Ayurvedic formula is prized for its astringent, antiseptic and purifying properties which help prevent plaque, cavities and gum inflammation while cleansing the teeth and freshening the breath. Not only is the toothpaste noteworthy for its powerful health-promoting ingredients, but what it does not contain is also significant. There is no fluoride, artificial sweeteners, gluten, bleaches, dyes, preservatives or SLS, all common ingredients found in most toothpaste that have recently come under fire. “Because of the controversy over SLS, customers asked us to supply them with an option that did not have this chemical,” says Dakshina Vanzetti, President of Auromere. “We feel that the new non-foaming variety gives consumers an excellent and effective alternative with all the benefits of the Ayurvedic formula.”

Available in delicious cardamom-fennel flavor, the 4.16 oz tube retails for $4.75. Some of the Ayurvedic plants used in the formula include neem, peelu, Indian licorice, pomegranate, jujube, Persian walnut, Asian holly oak, sappan wood, sarsaparilla and bishops weed. A complete list of plants, essential oils and other ingredients is available upon request. The product is vegan, cruelty-free and carries the “beauty without cruelty” seal of approval.

For thousands of years, villagers throughout India have chewed on the astringent twigs of the Neem tree as a remarkably effective toothbrush to scrub their teeth to a brilliant white, keeping their gums healthy and their mouth free of bacteria. In the Middle East, the gently abrasive root of the Peelu tree is similarly used as a natural toothbrush to polish teeth, protect enamel and strengthen gums. Both are found in Auromere Toothpaste.

Auromère was one of the first importers of Ayurvedic products from India to the United States. The company offers herbal toothpaste, soap, massage oil, lotion, shampoo, incense, as well as books and other products. Auromère works closely with all its suppliers to ensure quality, purity and efficacy. The company never tests on animals. Products are available at finer health food stores, gift stores, spas, pharmacies and other retail outlets in the U.S. as well as their online store at www.auromere.com. For more information, call 800.735.4691.

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