At Natural Products Expo West, Kevin Lee spoke with Puneet Nanda, founder of GuruNanda, about his long journey and innovations in oral care. After 28 years at the show, Puneet has seen Expo West shift from a niche gathering of countercultural wellness enthusiasts to a mainstream platform for natural products, while his commitment to simple, effective, natural ingredients has stayed consistent. He credits the surge in natural wellness to social media—especially TikTok—which gives everyday people a “microphone” to share what works, from grandmother’s remedies to practical swaps like chia seeds or electrolytes instead of heavier medications. For Puneet, informed consumers gain knowledge, and that knowledge becomes power.
Guru Nanda rose to become the number one seller in its category on TikTok in 2024, a success Puneet attributes to authenticity rather than flashy campaigns. By taking viewers through the farm-to-bottle journey and openly showing how ingredients are sourced and manufactured, he built trust in both the brand and himself. His social philosophy is straightforward: post every day, be authentic, and be yourself.
Product-wise, Guru Nanda is advancing holistic oral care that fits real life. A standout is a 15% nano hydroxyapatite booster that layers onto mainstream toothpaste brands like Colgate or Crest, delivering enamel-supporting benefits from an ingredient originally developed by NASA for astronauts—without forcing people to change their routine. Another innovation is a small, pre-pasted brush with floss on the back, designed for people with braces or anyone who struggles with oral hygiene when ill. Many Guru Nanda products also use xylitol, a zero-calorie, zero-sugar sugar alcohol that cavity-causing bacteria love but cannot process, disrupting the acid cycle that harms enamel.
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