{"id":1130384,"date":"2025-12-11T13:00:00","date_gmt":"2025-12-11T10:00:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1130384"},"modified":"2025-12-11T13:00:00","modified_gmt":"2025-12-11T10:00:00","slug":"something-fun-and-freaky-is-going-on-with-toothpaste","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1130384","title":{"rendered":"Something Fun and Freaky Is Going on With Toothpaste"},"content":{"rendered":"
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Wellness<\/span><\/div>\n<\/div>\n<\/div>\n

Something Fun and Freaky Is Going on With Toothpaste<\/h1>\n<\/div>\n
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By <\/span>Margaux Anbouba<\/span><\/span><\/span><\/div>\n

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Photographed by Irving Penn, Vogue<\/em>, January 2004<\/span><\/div>\n<\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/header>\n<\/div>\n<\/div>\n
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Last month, luxury grocer Erewhon revealed its latest smoothie collaboration: a mint-and-green-tea potion called Mint Condition Smile, inspired by a tube of toothpaste. Made with coconut, chlorophyll, blue spirulina, and cacao nibs, the flavor profile was inspired by oral-care brand Boka\u2019s Ela Mint Nano-Hydroxyapatite Toothpaste.<\/p>\n

I wasn\u2019t able to make it to Los Angeles to try it for myself (Mint Condition was only available in November), but I have noticed an uptick in freaky flavors in the oral-care department. It made me wonder whether mint is no longer the preferred flavor for brushing, swishing, and more.<\/p>\n

Stockholm-based Selahatin has actually made unusual oral-care flavors its entire business. Each paste flavor (and associated products like mouthwash) has a vaguely poetic name (Steam Will Rise, High on the Beach) and an ingredient list that reads more like a course at a Michelin-starred restaurant than something to help scrub the bad taste out of your mouth in the morning. Of Course I Still Luv You (cardamom, pine, and verbena) was actually a favorite of designer Rick Owens\u2014that is, until he collaborated with the brand to make a flavor of his very own.<\/p>\n

\u201cSince [brushing your teeth] is a daily procedure, why not make it as special as possible?\u201d Owens tells Vogue<\/em> exclusively of the collaboration. \u201cBoth the product and the packaging are restrained and elegant. It can be the smallest gestures that have the greatest effect.\u201d<\/p>\n

Collaborating with a fashion designer is new territory for the oral-care brand, as is the style of flavor itself. Selahatin founder Kristoffer Vural describes it as \u201cstrict, minimal, but pushing the envelope\u201d\u2014something that could also be said of Owens\u2019s fashion designs. Owens adds that the taste-testing process was just like the experience of designing a collection. \u201cLike any creative process, I just go with my gut.\u201d<\/p>\n

The result is a four-piece collection succinctly named Rick Owens. With notes of vanilla, rosemary, juniper, and three peppers (Sichuan, black, and peppermint), its flavor profile cheekily pays homage to gin drinking and cigarette smoking. (Owens is sober, but he still does smoke a cigarette now and then.) On top of the toothpaste, there\u2019s also a mouthwash, a handcrafted toothbrush made of animal horn and authentic boar bristles, and a mouth spray. When hearing about the products, Vogue Runway\u2019s Laia Garcia-Furtado seemed relieved that somebody stylish had entered the space. \u201cI always say that my toothbrush is not chic enough, because I just use whatever multipack neon-colored thing is at the drugstore.\u201d Finally, a daily necessity as fashionable as Laia\u2019s wardrobe.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Courtesy Selahatin<\/span><\/div>\n<\/figure>\n

Our HOEC Chloe Malle is a bit more skeptical about fitting a cig-and-gin flavor into her morning routine, though she has dabbled in fanciful toothpastes. When her son, Artie, visits the office, he likes to hang out at my desk. I have Starface zit patches that can be applied as stickers, tiny bottles of fragrances to sniff, and many lip balms to try and take home. Recently, he asked to try a tube of Moon\u2019s Toasted Marshmallow Toothpaste that was sitting around. If you ask me, the fluoride-free paste veers a bit into saccharine territory, but Artie\u2019s a fan. He may only be four, but he\u2019s already nostalgic for summertime, and the marshmallow flavor reminds him of the s\u2019mores he tried.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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This summer, mouthwash brand Listerine\u2014known for the bracing flavor Cool Mint\u2014added a salmon pink version of its wash, flavored Watermelon Mint, meant to be a less intense approach to the product. (The brand has also released a Grapefruit Rose, which is highly reviewed.) Almost simultaneously, Cocolab collaborated with Oishii to create strawberry floss and toothpaste inspired by the couture hydroponic berries sold in Japan. Plain old mint, it seems, is pass\u00e9\u2014and actually even a bit boring.<\/p>\n

\u201cI always love the idea of quality over quantity,\u201d says Owens about his preference for fanciful toothpastes. \u201cThe smallest experiences can be rich in kindness and elegance.\u201d Coming soon to a toothbrush near you.<\/p>\n

Have a beauty or wellness trend you\u2019re curious about? We want to know! Send<\/em> Vogue\u2019s senior beauty and wellness editor an email at beauty@vogue.com.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n

Source URL: http:\/\/vogue.com\/article\/something-fun-and-freaky-is-going-on-with-toothpaste<\/p>\n","protected":false},"excerpt":{"rendered":"

Wellness Something Fun and Freaky Is Going on With Toothpaste By Margaux Anbouba December 11, 2025 Photographed by Irving Penn, Vogue, January 2004 Last month, luxury grocer Erewhon revealed its latest smoothie collaboration: a mint-and-green-tea potion called Mint Condition Smile, inspired by a tube of toothpaste. Made with coconut, chlorophyll, blue spirulina, and cacao nibs, […]<\/p>\n","protected":false},"author":1,"featured_media":1130385,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[50],"class_list":["post-1130384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politics","tag-vogue-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1130384","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1130384"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1130384\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/media\/1130385"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1130384"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1130384"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1130384"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}