Less than a year since Tulane University alumnus Arman Sadeghpour debuted his cocoa bean-infused toothpaste, Theodent, it has become a favorite among magazine editors and soon — celebrities!

The Insider caught up with Sadeghpour, president and CEO of Theodent, to get the details on his first year in business and his product’s inclusion in celebrity gift bags at the International Emmys on Nov. 19.

Insider: How has business been since the launch on Jan. 4, 2012?

Sadeghpour: Fantastic! The product was launched exclusively in 171 Whole Foods Markets nationwide and has since been picked up by another 120 Raley's stores in California. We see the best sales in our region, California and New York. They are the early adopters of new technology.  

Insider: How did you manage to grab the attention of the Emmys?

Sadeghpour: The Emmys actually came to us requesting that Theodent be included and we were honored to be a part of this very prestigious event. Theodent is one of only nine hand-picked items chosen to be in the 40th anniversary International Emmy gift bags.  

Insider: How many bags are being distributed?

Sadeghpour: Theodent 300 will be included in 1,200 VIP gift bags and 25 A-list celebrity gift bags. We were also invited to the awards show. So we’ll be there!

Insider: What’s the difference between Theodent and Theodent 300?

Sadeghpour: Theodent 300 has more of our extra-strength proprietary and patented active ingredient, Rennou. It works faster to rebuild the enamel surface of your teeth, so we recommend this product for patients that suffer from extreme pain and sensitivity due to enamel erosion or wear. It is also more expensive at $100 per tube.

Insider: What other publicity have you received recently?

Sadeghpour: We are in the November issue of W magazine and will also grace the beauty pages of Allure, Instyle, Cosmo and Marie Claire.

Insider: Well, congratulations and continued success from your alma mater!

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