At NOBS, we're driven by a simple truth: wellness and health are foundational, not optional.

Our Story

Our journey began out of frustration - frustration with the market flooded with subpar products, questionable ingredients, and compromises that no one should have to make. We were tired of recommending products that didn't live up to our standards or our patients'. So, we decided to take matters into our own hands.

"Screw it," we said, "we'll create products that we're not just comfortable using but excited about."
It all began with our NOBS toothpaste tablets. Initially prototyped as a tubed toothpaste, we ultimately decided on a tablet form to eliminate some of the unnecessary ingredients and preservatives.

People often ask us:

What made you start an oral care company?

NOBS wasn't born out of a desire to create just another product line. It emerged from a need - a need for products that we, the founders, could use with confidence and recommend without hesitation.

Our Core Values

We have a pretty simple approach to oral care, and that's on purpose. Ilon kept noticing something in his practice: patient's that were struggling often had very complicated routines. They would have multiple mouthwashes, complex contraptions, and unnecessary steps for an effective hygiene ritual.

He has found that the secret to success with oral health comes down to three things:

1) Is it effective? The things we spend our valuable time on must be helping us achieve our goals.

2) Is it enjoyable? A miserable routine that requires sheer willpower is destined to fail. Oral care products should not be disgusting or torturous.

3) Is it clean? Far too many formulations have unnecessary and even harmful ingredients.

By focusing on these three pillars, we have found that people have a much easier time achieving their best smile.

Dentist Founded

Our secret weapon

Most dentists don’t end up formulating their own toothpaste.

Back in 2015, long before NOBS became one of the fastest-growing oral care brands in the country, Dr. Choai was struggling with his own sensitivities. Traditional toothpastes left his tongue irritated, so he began mixing a formula in his kitchen using baking tools and simple, gentle ingredients. It worked. Friends and family started asking for jars. And even though the idea sat on a shelf for years, it would eventually become the foundation of NOBS: a human-first approach to oral care that treats people, not patients.

Today, Dr. Choai is known as a premiere dentist based in Miami, combining modern clinical expertise with a refreshingly honest perspective on what real oral health should look like. His practice attracts a discreet clientele of athletes, artists, entrepreneurs, and global leaders who share one thing in common: an obsession with performance and self-care at the highest level. Whether on camera, on stage, or in the boardroom, they trust him for his precision, privacy, and philosophy that great health starts with the details you can’t see.

Dr. Choai’s work has been featured in dental offices across the U.S., in clinical studies, and in thousands of five-star customer reviews. But beyond credentials, what patients and customers appreciate most is his authenticity. He has an ability to bridge science with self-care, and his belief that oral health should feel as intuitive and elevated as skincare or nutrition.

Are you ready to fall in love with oral health?