Kingfisher Natural Toothpaste was founded in 1988 by Richard Austin, who started one of the UK's first wholefood shops in 1976. From behind the counter he came to the conclusion that people would want to buy toothpaste that didn't rely on artificia colourings, flavourings, sweeteners and preservatives to do its job because, after every time you brush your teeth, some of the toothpaste you use is absorbed into your teeth and gums.

When it was possible to manufacture a toothpaste that met Richard’s strict requirements, it was launched at the 1988 Homeopathic Conference.

With all Kingfisher’s ingredients listed on its packaging right from the start, the first flavour, Fennel, was such a success that he went on to introduce more flavours and varieties. Most recently, in April 2014, Children's Strawberry.