Brandless is another company that was founded on a few good ideas and just hasn't worked out - because it cost more to be financially viable than was expected and the products cost more to produce than they were selling for.
(Update: On February 10, 2020, Brandless closed down.)
I bought this tube of Brandless Fluoride-Free Peppermint Toothpaste for $3, plus shipping (along with a few other products) in early 2018. Now it's selling for $5.
The concept is that you aren't paying for a big brand's marketing and advertising, fancy package design and added unhealthy chemicals.
Another benefit to buying from Brandless is that every time you check out at Brandless, they donate to someone facing hunger through our partnership with Feeding America. (But the Brandless website doesn't say how much they will donate per order - it could be one cent.)
A priceless irony is that "Brandless is a brand of its own," as Wikipedia so aptly said.
In an attempt to survive, in July 2018, SoftBank led a $240 million investment in the company. You might remember SoftBank for throwing a ton of money at the failing WeWork.
So - what about the toothpaste?
It's white, clean, basic. I like it, except for the lack of fluoride. There's not much else to say.
I don't recommended it since there are lots of other toothpastes available that will do the same thing for less - and you can avoid added shipping costs.