Belinda Lau has always been a champion for healthcare, spending over 15 years creating life-saving medical devices. And founding ELIMS has been a social entrepreneur's dream come true, where she can continue to advance human health while innovating on earth-friendly technologies.
We asked Belinda about the technology and inspiration behind ELIMS and how the brand tackles waste in the oral care industry (a major plastic producer!). Check out her answers below.
What is the difference between ELIMS Magic Melt-Away Teeth Whitening Masks and the other teeth whitening products on the market right now?
Most whitening products on the market are messy, taste gross, and/or are toxic. They also use a lot of unnecessary packaging, which is not sustainable. ELIMS Magic Teeth Whitening Masks use our innovative Melt-Away technology that dissolves in seconds on your teeth and it doesn't slip or cause any teeth sensitivity. We did a clinical test that shows our masks whiten teeth up to 7 shades whiter in 14 days or less, without any change to tooth enamel. This means it doesn't cause pain or sensitive teeth. Our masks also are non-toxic and taste great with a bold minty flavor! We use 33% less plastic waste compared to Crest Whitestrips. So our masks simply work and are great for sensitive teeth, without the burden of wasteful packaging!
How did you come up with the concept for the melt-away technology?
We really wanted a fun product that was both effective (it has to clinically work) and sustainable. By removing unnecessary plastic packaging, we came up with our Melt-Away dissolving technology in order to get rid of plastic films of ordinary whitening strips. For this, our masks were awarded Healthline's Best Sustainable Teeth Whitening Award in 2021!
Our customers also tell us that they love the convenience of our masks, because they are completely invisible to wear. So you can put them on, and go about your day, meeting, date, or Zoom call, and no one will know you are also whitening your teeth!
Do you have any innovative products coming down the pipeline?
Absolutely! All of our products are effective (they work) and sustainable, and we are committed to only bringing out products that fit this mission. Follow us on Instagram @elims.oralcare or sign up for our newsletter on to be the first to know!
You have some fun toothpaste flavors, are your products safe for kids to use? What's your favorite flavor?
We formulated these two products to compliment each other for your morning and nighttime routines. For your bedtime routine, the lavender and chamomile blend is relaxing, and we reduced the mint flavor so it is perfectly balanced and helps you get ready for sleep. On the flip side, the pineapple orange paste has a bolder mint, which is a great pick-me-up in the morning to get you prepared for the day.
We came up with is morning/night toothpaste concept from my own struggles with sleep. As a business owner and mom of three young kids, I'm usually exhausted by the end of the day. My husband would pour me a glass of wine, I'd take a few sips and pass out on the couch - every night! Then at midnight, he would wake me up and tell me to go to bed. The problem was, that I still had to brush my teeth when I just wanted to stay in a sleepy mood and go to bed. And toothpastes all have this strong, minty flavor that would wake me up instead of allowing me to chill. Then I'd go to bed and was unable to fall back asleep, which would make me tired the next day.
I thought, "Why do all toothpastes have to be like this?" And I knew I had to develop a product that complimented your routine, not go against it. That's why the lavender vanilla mint is my personal favorite. It helps remineralize your teeth (like a coat of armor!) but also puts you in the right vibe for slumber.
What's your self-care routine? Are there any products you're loving right now?
Self-care is many things to me! I feel like I am offering myself self-care whenever I take the time and effort to take care of myself - physically and mentally. Sometimes it's completing my entire skincare routine, exercising at least 3 times a week, or allowing myself to take a nap. Other times, it's saying 'no' to meetings or opportunities that do not jive with my current state of mind.
My go-to makeup favorites are AMOREPACIFIC's Color Control Cushion Compact because I always get compliments on my skin whenever I wear it, CLE's Essence MOONLIGHTER Cushion because it gives me the perfect dewy glow, and Marc Jacobs Velvet Noir Major Volume Mascara because it makes my lashes look so lush!