Sustainable oral care brand Pärla has secured £200,000 worth of advertising with Sky Media as part of its 2025 Sky Zero Footprint Fund.
It was one of six brands to walk away with a share of the fund, which is now in its fourth year. With a mission to tackle the climate crisis using the power of TV advertising, the Sky Zero Footprint Fund provides free TV adverts across the media owner’s platforms to raise the profile and activities of the chosen brands.
Split into three categories, Pärla won in the ‘disruptors’ category, alongside refillable deodorant brand Fussy and Guppyfriend, which produces eco-friendly washing bags.
Now, it will create a TV advert that will be presented in November – which also offers the team the chance to secure an additional £500,000 worth of advertising.
Founded by dentists Simon Chard, Adarsh Thanki and Rhona Eskander, Pärla launched early in 2020 and now produces a line of oral care products with sustianability at the core.
Its latest product is a toothpaste with both the tube and lid made from aluminium so it is easy to recycle.
Appearing in some of some of the UK’s top supermarkets, last year the brand also secured £400,000 in crowdfunding investment.
Cutting through the noise
Co-fouder Simon Chard said: ‘We are really excited to announce that Pärla has been announced as one of the winners of the Sky Zero Footprint Fund 2025.
‘Pärla was born with one mission – to make oral care better for you and the planet. Since launch we’ve built a community of tens of thousands of customers and managed to get our plastic free oral care onto the shelves of top supermarkets and pharmacies across the UK, including Sainsbury’s, Waitrose, Boots, Ocado and Whole Foods to name just a few.
‘But now the biggest challenge is awareness – we are competing on these shelves with some of the biggest brands in the world, which have very deep pockets. Cutting through the noise and building the national awareness of why we are a better choice is an ongoing challenge.
‘What we learned – especially through our Dragons’ Den experience – is that people listen when they hear that every toothpaste tube you’ve ever used still exists somewhere on the planet. The plastic ends up in our oceans, our bloodstream, and even in breast milk, meaning we are literally passing it on to the next generation. In fact, the latest research shows that this is happening in 75% of cases. We believe that if people understood this, they’d want to make this one small change to their oral care choices. The problem is awareness.’
‘Sky has more than 35 million viewers every month so that’s an enormous opportunity for us to share our message at scale’
Simon added: ‘Appearing on Dragons’ Den in 2021 was a seminal moment for the brand. Winning this funding, alongside the release of our new pastes and another retail launch next month, also feels like a really big moment.
‘Sky has more than 35 million viewers every month so that’s an enormous opportunity for us to share our message at scale. If we can do that, we can build the brand awareness we need to spread our mission and also make a lasting change.’
If you want to stock the new Pärla paste in your clinic, just email dentalprofessionals@parlaoralcare.com.
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