Key takeaways:

• DAYLY has launched an AM/PM oral wellness system with toothpaste formulas designed for the body’s circadian rhythm.
• The product line includes distinct morning and nighttime options for both adults and children, blending over 40 vitamins, minerals, and botanicals across the SKUs.
• Nighttime formulas feature ingredients such as magnesium, L-theanine, and chamomile extract.

Market newcomer DAYLY has debuted an oral wellness system featuring AM and PM toothpaste formulas designed to align with the body’s circadian rhythm. The brand offers four formulas—two for adults and two for children—that blend vitamins, minerals, and botanicals intended for morning energy or nighttime relaxation.

The company aims to address a gap in the wellness market by offering differentiated morning and evening formulas for oral care, similar to specialized skincare routines. Each formula is built to complement the user’s circadian rhythm, shifting toothpaste from a basic hygiene product to a lifestyle staple.

“DAYLY began as a question I kept asking myself: Why does something we do twice a day feel so transactional?” says Ananda Saba, creative director at DAYLY, in a release. “It was born from the belief that brushing your teeth can be more than hygiene. It can be a ritual. A reset. I wanted our bathroom counter to feel like a wellness shelf, not a medicine cabinet—with formulations that feel purposeful and packaging that feels considered. And most of all, I wanted my children to grow up seeing self-care as normal. Not reactive or rushed—but rhythmic.”

Rather than requiring consumers to build a new routine from scratch, DAYLY is designed to enhance the tooth-brushing habit already in place.

“Instead of asking people to add another habit, we designed DAYLY to upgrade the one they already keep, morning and night,” says Shamir Patel, CEO at DAYLY, in a release. “At the end of the day, DAYLY works because it fits into real life—just two minutes, twice a day with no extra effort required.”

At launch, DAYLY’s core product offerings are as follows:

For Adults

• Rise: Invigorate and fuel your mood.
  • Flavor: Citrus Mint
  • 12 Vitamins, Minerals, and Botanicals
  • Key Ingredients: Vitamin B12, B6, Panax Ginseng, Zinc, and L-Theanine

• Unwind: Relax your routine and embrace a nightly calm.

• Flavor: Lavender Mint
• 11 Vitamins, Minerals, and Botanicals
• Key Ingredients: Magnesium, L-Theanine, and Chamomile Extract

For Kids

• Rocket Rise: Morning energy for little go-getters.
  • Flavor: Berry Bubble
  • 11 Vitamins, Minerals, and Botanicals
  • Key Ingredients: Vitamin C, D3, E, Niacinamide (B3), and Zinc

• Dream Drop: For sleepy night smiles—brush bright, sleep tight.

• Flavor: Dreamy Strawberry
• 9 Vitamins, Minerals, and Botanicals
• Key Ingredients: Magnesium, L-Theanine, and Chamomile Extract

The products are manufactured in the US at an FDA-registered, cGMP, and ISO-certified facility. DAYLY is currently available for purchase online at $20.99 per tube (with subscription) or in bundled sets.

Photo: DAYLY’s Core Product Offering (L to R: Rise, Unwind, Rocket Rise, Dream Drop)