ELIMS

Founder's Story

My journey to ELIMS began during a 22-year career as a biomedical engineer. While developing medical devices, I was struck by the massive plastic footprint of healthcare. Growing up in Southeast Asia, I had witnessed the devastating reality of landfills firsthand, and I realized I wanted to bridge the gap between clinical efficacy and environmental sustainability. The idea matured during my executive MBA at UCLA, where I partnered with my husband, Dr. Casey Lau, a dentist with over 24 years of experience. Together, we combined our medical and dental expertise to rethink oral care. We turned this vision into a successful business by focusing on a circular supply chain, utilizing bio-based hardware and PCR packaging. Today, Wise Earthcare Inc. is a thriving C-corp on track to exceed $1M in lifetime sales, proving that you never have to compromise your health for the environment.

Business Description

ELIMS is a dentist-crafted, science-first oral care brand dedicated to bridging the gap between clinical efficacy and environmental sustainability. Founded by a biomedical engineer and a practicing dentist with over 24 years of clinical experience, we rethink the entire lifecycle of daily oral care products. Our mission is to advance human health while drastically reducing the waste produced by the industry, rooted in the belief that you should never have to compromise your personal health for the health of the planet.

Our product line features high-performance solutions engineered with a circular supply chain in mind. We offer bio-based hardware, including toothbrushes crafted from renewable bamboo with 100% plant-based bristles derived from castor bean oil, and utilize post-consumer recycled (PCR) plastic for our toothpaste tubes. Beyond sustainable materials, we pioneered the “Circle of Care” program—a free public take-back initiative in partnership with TerraCycle that recycles oral care waste from any brand, not just our own, ensuring industry-wide circularity.

ELIMS is also deeply committed to hygiene equity and community impact. We have donated over 35,000 tubes of toothpaste to support underserved populations, including those experiencing homelessness and families displaced by the 2025 Los Angeles area wildfires. As a woman- and minority-owned C-corp, we strive for absolute carbon neutrality by auditing and offsetting our entire operational footprint through partnerships with organizations like ClimeCo. Together, we are transforming daily routines into a movement for a cleaner, healthier world.