we are

The Humble Co., a Swedish health and wellness company, is where innovation meets purpose to create meaningful impact. We believe in the power of small but significant actions to inspire change, transforming everyday habits into opportunities to contribute to a healthier, more sustainable world.

By combining thoughtful design with eco-conscious values, we aim to make a difference not only for individuals but also for our planet. As part of our commitment to giving back, 1% of all our sales is donated directly to oral health charities worldwide, helping to provide essential care to underserved communities and promoting better health for everyone. Together, we can turn everyday choices into powerful steps toward a brighter future.

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making humble choices make a world of difference

By designing affordable and accessible products, we are committed to bringing sustainability into every bathroom and every home. Our goal is to ensure that eco-friendly is for everyone, regardless of their budget or location.

Our thoughtfully crafted products are made to seamlessly fit into your everyday routine, designed with simplicity, functionality, and care for the environment in mind. Whether you’re at home or on the go, our solutions are created to serve people from all walks of life, making sustainable living easier, more convenient, and more inclusive. Made for the everyday, made for everyone, and available everywhere, we are transforming small choices into a collective effort for a healthier planet.

our story

Following a period of volunteer work in Jamaica in 2013, dentist Noel Abdayem recognized two issues: the alarming need for oral health care in the world and the large amounts of plastic that toothbrushes leave behind.

The solution? A toothbrush made of eco-friendly materials, performing just as well as the conventional alternative and giving back to those in need through a long-lasting partnership with the non-profit organization Humble Smile Foundation. 

Since then, The Humble Co. has sold over 60 million products, enabling us to support oral health projects in vulnerable communities in 50 countries around the world.

from sweden with love

a life in balance

In Sweden, we call it ‘Lagom’.

An intangible sense of how to live with care, in balance with nature. And eachother. It’s a mindset, a belief, a feeling. An instinct that shapes our culture, a lesson we can teach to the world.

Lagom is not a word we take lightly, it’s an ideology for the times.

We have the platform to share this story, and a responsibility to tell it well.

It’s a Swedish state of mind.