We took a moment to talk with François Bonnat, Co-founder and CEO of The Smilist, awarded Formula Innovation of the Year award in 2024. The Smilist received the award for its Tooth-Whitening Night Serum, a breakthrough formulation that combines plant-based whitening agents with nighttime efficacy, demonstrating the future potential of natural oral care.
Can you tell us a bit about yourself and how The Smilist was born?
François: The Smilist was born from a shared passion: revolutionizing the oral care category with a 100% natural and certified organic approach. Alongside Christiane, a dentist, Ivan, an art director, and I, an expert in cosmetics, we brought together our expertise to build a brand rooted in kindness, passion, and transparency.
Our conviction: the mouth is the gateway to overall health. Harmful oral bacteria can migrate through the body and cause imbalances. That’s why we’ve developed clean, prebiotic-rich formulas that help reinforce the oral microbiome and limit the growth of bad bacteria.
What differentiates you in the industry?
François: No brand is quite like ours. We’ve created microbiotic oral care products that introduce a whole new beauty-meets-health ritual, combining naturalness, proven effectiveness, and a sensory experience. Our goal is to take care of the mouth while contributing to the body’s overall balance.
What trends have you observed in the natural beauty market?
François: Clean beauty remains a strong trend, but it’s evolving: consumers are now looking for products that are not only safe and respectful but truly effective. There’s growing awareness around the microbiome, both skin and oral. People want smart products that protect their natural balance while delivering visible results.
What were the main challenges in formulating your products?
François: Developing 100% natural formulas, without any controversial ingredients, yet with lasting performance, was a major challenge. We went through over 200 trials in partnership with our French laboratory. It took us years to develop products that are both high-performing and pleasurable, with textures, flavors, and an experience that makes people want to care for their mouth every day.
Tell us about the development of your award-winning Whitening Serum.
François: This was our first product, launched in 2022, and it truly reflects our vision. We set out to create the first 100% natural whitening treatment that respects enamel and the oral flora. We combined a natural whitening mineral with pomegranate enzymes to enhance shine and whiteness in just 28 days. It’s a gentle but effective revolution.
How are consumer expectations evolving around transparency and sustainability?
François: People want transparency, who is behind the brand, what’s in the formulas, and why. And that’s fascinating. Authenticity is the key today: consumers follow brands with a clear mission, genuine values, and evidence to back them up.
How was your ENBA experience last year?
François: The ENBA experience was incredible. We didn’t know we were going to win, and I hadn’t prepared anything! So when we were called on stage to receive the Formula Innovation of the Year award, it was a surprising and emotional moment. A real milestone for us.
What has happened for The Smilist since the awards ceremony?
François: A lot! We experienced significant growth, which was further accelerated by our appearance on Qui Veut Être Mon Associé. It opened up exciting partnership opportunities with major brands and confirmed the rising interest in our vision for oral care.
What’s next for The Smilist? Any launches or partnerships we should watch for?
François: We are currently developing innovations for new product categories and expanding internationally. It’s still confidential, but the coming months will be very exciting. Several interesting collaborations are coming soon, along with new product launches starting in September. We’re looking forward to sharing more soon.
Would you like to add anything else?
François: A huge thank you to the organizers of last year’s ceremony. It was an unforgettable moment for our team. Our vision for the future of oral care is simple: more natural, more mindful, and more sensory.
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The Smilist aligns closely with the ENBA’s values, with their philosophy focusing on high-quality natural ingredients and innovative formulations that support the natural microbiome.
We are proud to feature The Smilist as part of the European Natural Beauty Awards community — a brand that embodies the ENBA values of excellence, transparency, and naturality.
To learn more about The Smilist: