Behind the Brand: Terra & Co. Toothpaste
Highly-effective + Natural Oral Care
"Our Toothpaste combines coconut and tea tree oils to remove plaque build-up, combat bacteria and promote healthy oral care. Terra & Co.’s Brilliant Black Toothpaste is an all-natural solution to oral care and teeth whitening."
Terra & Co. Co-Founder, Amra Hajdarevic
Behind the Brand: Terra & Co.
This week we sit down with Amra Hajdarevic, co-founder and CEO of Terra & Co. for our "Behind the Brand" interview. In this section, we discuss what keeps the Terra & Co. sisters inspired as well as their Brilliant Black Toothpaste. Let's take a look inside...
Our Story
Terra & Co. is a Los Angeles based, woman-owned, company conceptualized and founded by two sisters, Amra & Azra Hajdarevic who immigrated to the United States post-Bosnian war. Passionate about healthy and sustainable living practices, Amra and Azra formed Terra & Co. with natural safe products for you and eco-friendly packaging with Mother earth in mind.
The sisters have accumulated more than two decades of combined experience in the beauty and cosmetics industry, working for many high-end lines such as Chanel, Dior, and Bobbi Brown to multiple successful start-up companies. With a strong work ethics, sisters worked for others during day, and the beginnings of Terra & Co. during night, until company finally launched in 2017.
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Where are Terra & Co. sisters from?
"My sister Azra and I grew up in Sarajevo, Bosnia, where we became refugees at the very young age of 8 years old. Because of the war, the Bosnian economy was non-existent and our parents could not find work. To try and provide the best life for us, my parents applied for refugee status and moved us to the United States and established a life in Michigan."
What inspired you to start your company?
"When I was pregnant, I decided to switch to all natural products. I found really good personal care products, but there was one thing missing for me. All of the natural toothpastes I found, didn’t whiten teeth. I decided to do some research and that is when I came across activated charcoal.
As far as starting my own company, I had worked for several start-up companies in the beauty industry and learned so much from working for them. I decided to start my own company and do things my way; honest, all-natural, good for the planet, and most importantly to pay it forward to other women. So, my sister Azra and I formed Terra & Co. Terra (in Latin) means Mother Earth. It was very important that everything we do helps support and sustain our beautiful Mother Earth."
What experience do you want people to have with Terra & Co. products?
"We want people to feel happy when brushing their teeth. Talk to any mom, and if they have younger kids, they will tell you what a chore it is to get their kids to brush their teeth. We want everyone, young and old, to have fun and want to brush their teeth. By brushing with our Brilliant Black Toothpaste, you’ll smile when you look in the mirror and you see black teeth. We guarantee it!"
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What is Terra & Co.'s mission?
"Terra & Co.’s mission is to not only create an ethical product, but also add elegance to bathrooms and fun to oral hygiene routines. To empower women, by giving back and inspiring them to live their best lives. We are proudly woman-owned and operated and believe in supporting other women. For every toothpaste sold, Terra & Co. provides a tube to the Downtown Los Angeles Women’s Center."
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What inspires your passion?
"So many things inspire me and fuel my passion. First, I’m trying to create a legacy for my daughter. It is so important for me to build a successful business so I can provide the best life for her that I can. In the same vein, with our Buy One Give One business model, I am also helping low-income and homeless women in city of Los Angeles."
What challenges have you experienced while developing Brilliant Black Toothpaste?
"We wanted our toothpaste to be made in the United States. This posed some challenges with the cost of ingredients as it was cheaper to have it made outside of the US. It was important for us to not cut any corners and sacrifice the quality of our toothpaste to reduce costs. In the end, I feel we created a fantastic product – Brilliant Black Toothpaste."
What do you love about clean beauty products?
"It is important for me to do well for my body and the environment and that means using clean beauty products. Everything I use on my face and body is natural and doesn’t have any of the toxic chemicals you find in other skincare products."
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What personal beauty tips can you share with the audience?
"Mother Teresa said “We shall never know all the good that a simple smile can do.” At Terra & Co., we want everyone to enhance their beauty with a beautiful smile. We recommend doing oil pulling once a day, flossing after every meal and brushing your teeth twice a day. This will help to maintain your pearly whites."
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