The founder Alex Rocchi had been struggling with tooth decay, despite doing the ‘right’ things like using high-fluoride toothpaste and conventional mouthwashes to try to reduce cavities. He decided to change diet and switch to fully natural personal care products. Natural soaps, deodorants and moisturisers weren’t a problem to find. However, he couldn’t find any toothpaste that was actually natural, and sustainable. He started with making toothpaste for his own use, before starting his first business Georganics Ltd from 2014 to 2022, then Zerolla in 2023 to specialise in 100% zero-waste oral care.