The moving story of one of Dentissimo’s LGBTI employees has inspired the premium oral care company to create a special rainbow toothpaste, with 20% of profits going to ILGA-Europe to support their work to make a difference to lesbian, gay, bisexual, transgender and intersex (LGBTI) communities across Europe and Central Asia.

‘Smile With Pride’ is the slogan on a new DENTISSIMO® Gentle Care Special Edition toothpaste, originated by the Dentissimo Division of Medpack Swiss Group, based in Switzerland. The idea to create a specially branded toothpaste that could assist the LGBTI community came after the company heard the story of one of its LGBTI employees, who fled from Azerbaijan because of persecution.

Born in Baku, Lala Ahmadova sought asylum in Switzerland 20 years ago. “I could never live a full life in my native country,” she says. “In Baku, I had a relationship with a woman who was forced into marriage. When her husband found out that we were dating, he began to systematically beat her. Nobody stepped in to defend her, because the whole family was on her husband's side. When we realised that no one could protect us, we fled the country on a tourist visa to Switzerland, where we asked for asylum.

“I have been living in Switzerland for 20 years, but my parents still do not know that I am married to a woman and we have a child. Since I left my home, the situation for LGBT people has not changed. They are considered outcasts and they have no rights.”

According to the Dentissimo Division of Medpack Swiss Group: “Lala’s story deeply moved us and at the same time is inspirational. It is a prime example of the individual will and determination to pursue happiness in spite of unfavourable circumstances and negative opinions in society. Helping fund work for LGBTI rights in Europe and Central Asia is a modest donation we can offer to make a better world. By creating the special Dentissimo toothpaste we aim to make the world healthier, in every respect.”

Says Anna Shepherd, Partnerships Manager at ILGA-Europe: “We welcome the contribution of Dentissimo and Medpack Swiss Group to ILGA-Europe. This is a wonderful example of a company not only showing their full support to LGBTI staff, but thinking of what they can do to play a part in the LGBTI movement for human rights and equality.”

About Dentissimo:

Using unique and natural ingredients, DENTISSIMO® ensures a more holistic approach to oral health. “For us every smile is unique,” says the company. “That is why we create exclusive niche products that can be as different and diverse as we all are. We have the knowledge and understanding of people’s needs and we create special products that can satisfy those needs. Our vision and our mission is not only you have a perfect smile, but that you feel that Dentissimo is part of who you are.” For more information, visit https://dentissimo.dental/catalog/toothpastes-niche-line/gentle-care/

About ILGA-Europe:

ILGA-Europe are an independent, international non-governmental umbrella organisation bringing together over 600 organisations from 54 European and Central Asian countries. We are a driving force for political, legal and social change in the region. For more information, visit www.ilga-europe.org

For more information and comment on the collaboration between Dentissimo and ILGA-Europe, please contact Anna Shepherd, annas@ilga-europe.org

Ana Muñoz Padrós (she/her)
Communications and Media Officer
ILGA-Europe