Most of what we buy passes through our hands without meaning anything. That is fine. Not everything needs to carry weight.
But some things can.
The floss came first
LuvLine began with Dr. Benjamin Harouni, a young dentist who believed in the power of making smiles. He realized many of his patients were not flossing enough, mostly because flossing felt like a chore. In early 2024, he envisioned a new kind of floss that was gentler and more effective than anything on the shelf. A floss that was free of PFAS and PTFE. A floss infused with ingredients that actually supported the tissue it touched. A floss to fall “in love” with.
He was working to bring that vision to life when his life was taken in an act of violence, while he was caring for a patient. The work he started was left unfinished.
His parents, Hilda Sadigh Harouni, RDH, and Dr. Jack Harouni, chose to carry Ben's vision forward. Hilda brought more than three decades of clinical experience as a dental hygienist to refine the formulation, and together they completed the work Ben had begun. Today, LuvLine exists as he envisioned it.
Hearts Over Hate
Hearts Over Hate is an independent nonprofit founded in Dr. Ben's honor. Its mission is to support families affected by violent crime and to counter hate through education and community. It exists independently of LuvLine, but every box of LuvLine sold helps support that mission through a $1 donation.
But we are in a position to help it, so we do. For every box of LuvLine sold, we donate $1 to Hearts Over Hate.
Why a dollar matters
A dollar is small. That is exactly the point.
Flossing is also a small act. Ninety seconds a day, in a bathroom nobody sees. It's one of the most overlooked habits in oral health, yet one of the highest-leverage things you can do for your long-term health.
Small, repeated, consistent things are how anything meaningful gets built. It is true of your gums. It is true of a legacy.
Every box on a shelf, every ritual repeated at the end of a long day, is a dollar moving toward a family who needs it and a reminder that a product can work harder and mean more than the category expects it to.
Turning loss into legacy.
Because sometimes the smallest things carry the greatest meaning. Hear our full story here.