In 2011, Davids founder, Eric David Buss, began looking into the ingredients being used in the "natural" toothpaste he was using and found that many of the ingredients were unhealthy. After looking for a better alternative, and not happy with what was available, a "simple" idea of creating his own toothpaste was formed. This initial idea turned into a four year obsession to develop the very best natural toothpaste possible, thus Davids was born. Through exhaustive research with industry experts, they were able to identify the best natural ingredients to safely and effectively fight to remove plaque, whiten teeth, and freshen breath. Davids is made in California.