Toothpaste: It's Now Instragram-able, But Will It Save Your Teeth?
Isn’t it incredible how we buy things we never knew we needed? With the help of eye-catching artwork and outstanding imagery, entire product ranges are birthing – with Instagram as midwife – despite the fact we don’t need them. From custom yoga mats to designer milk, suddenly, we can’t live without #latestnewthing.
Squeezing its way into the list now is toothpaste. Gorgeously packaged with exotic names, scintillating scents and skyrocketing pricetags, alas, most have no fluoride. But before you go shopping, here’s what you need to know.
Summary
- A new generation of mainly fluoride-free toothpaste have hit the market in the name of wellness, marketed predominantly through Instagram
- Our teeth need fluoride to prevent cavities – not a pretty package
- Fluoride is a natural mineral – so claims that trendy toothpastes are “free from nasties” (insinuating that fluoride is nasty) are not correct. “Chemical free” is misleading; everything is a chemical. Even water.
- If you want gorgeously packaged toothpaste, choose one with fluoride in it, such as Marvis. But don’t expect it to be the same price as your average supermarket toothpaste.
According to Bloomberg, the global toothpaste market was valued at US$26 billion in 2018 and is expected to reach US$36 billion by 2024. Yes, it’s a lot of money, and the rise is due partly to our global dental health crisis. People are eating too much sugar and losing their teeth. But don’t expect this market share to be monopolised by our previous big players. The wellness industry is desperate for a seat at what’s been a pretty boring table.
The wellness industry’s ‘natural’ problem
Filled with the greatest of intentions and stunning imagery, the wellness industry often fails to hit the mark. A lack of science education is often the culprit, with the biggest offenders being the phrases ‘all-natural’ and ‘chemical-free’. Let’s take a look at why.
ALL-NATURAL: ‘Natural’ sounds great, and nature can be a wonderful thing. But nature also produces earthquakes, cancer, arsenic, asbestos and cyanide. So there goes that argument. Many of these Insta-worthy brands display lovely pictures of freshly-cut herbs and healthy-looking ingredients like cinnamon, cloves and charcoal. Still, these may not be as effective as proven scientific formulas. (Charcoal is a shocker and to be avoided on teeth – it’s highly abrasive on tooth enamel).
CHEMICAL-FREE: ‘Chemical-free’ is a misnomer. Everything is a chemical. Dihydrogen monoxide sounds nasty until you find out it’s water.
Fear: the unacceptable marketing ingredient
Now that we’ve briefly looked at how ‘naturally’ and ‘chemical-free’ can be confusing let’s take a look at how information can be misconstrued.
Creator of new ‘natural’ fluoride-free toothpaste, Gem, Georgia Gemind boasts her background as an ex-model and marketer. Her toothpastes are very pretty – such a refreshing change after all that primary-coloured plastic in our cabinets! She says she’s a lover of “natural” products who was struck by “how many people diligently avoid putting chemicals on their face or spraying them across the kitchen bench but still regularly put them in their mouth on a toothbrush.”
But here lies the problem. Everything is a chemical. Arguably, she probably means “harmful chemicals”. But for a chemical to be harmful, it must be eaten, drunk or absorbed at toxic levels. Rest assured, if this were the case, your regular toothpaste wouldn’t be sold on supermarket shelves.
Although Gemind’s intentions may be good (and she is making dental hygiene attractive, which is great), she is confusing people into thinking that chemicals are bad and that her product contains no chemicals. Wrong and wrong!
A note on remineralisation. To her credit, again, Gemind has thought about the issue of remineralisation. To address this, she’s chosen a substance called hydroxyapatite in place of fluoride. Hydroxyapatite has some promising research behind it, according to Dr James Fernando – a dentist and tooth decay researcher from the University of Melbourne, but says “the few studies that exist are not robust.”
Are we just a bit bored?
But your new and pretty toothpaste might not do the job well, and it’s best not to mess with your dental health. Or your bank balance.
Italian toothpaste Marvis (containing fluoride) costs $15, Buly from France costs $35 while US brand Theodent cost $130. The Theodent website showcases pictures of beautiful back-to-nature rainforests and posh-looking bathrooms. Still, there’s no fluoride. You’re better off sticking to your supermarket variety and buying something else to cheer you up.
For more information on preventative dental care, check out Marketplace Dental.
Why we need fluoride
Fluoride is a naturally occurring mineral found in soil and rocks, grains, vegetables, as well as fresh and saltwater. Ironically, it sounds positively ‘gram-able. Its been repeatedly tested and found to be safe for human use in the levels we have in toothpaste and drink in our tap water.
Fluoride is crucial in combating tooth decay as it helps to re-mineralised or seal our teeth. Think of it as a protective barrier. Without it, acids produced by bacteria feeding off sugar can more easily break down our tooth enamel.
Colgate Smile For Good fluoride toothpaste is an environmentally conscious option, vegan-approved, and in a recyclable tube. If you’re keen to do the right thing for the planet – and your teeth – it’s worth trying.
What to look for in a toothpaste
- Choose a fluoride toothpaste – Australia’s peak dental body, the ADA recommends brushing teeth twice daily with fluoride toothpaste. If you have a little one under the age of 18 months, do not use fluoride toothpaste. Kids aged 18 months to 6 years should use low fluoride toothpaste. (This is because children gag reflexes are not good and they may ingest too much toothpaste. If fluoride toothpaste is spat out, the quantity ingested is harmless.)
- Select a toothpaste based on your needs – e.g., sensitive teeth, whitening formulas, flavour free or low foaming toothpaste are all available
- Choose (ideally) from the Australian Dental Association Seal of Approval range
- If you’re keen on saving the planet, look at emerging recyclable options
- Speak to your dentist – if unsure – have a chat to your dentist
On the bright side
While, as dentists, we can’t endorse toothpaste tabs,we’ve noticed that the brand Parla does have a formula which contains fluoride. Brushing your teeth with something is better than not brushing your teeth at all.
So if for some reason, you have a dramatic aversion to toothpaste or have a tricky teenager refusing to brush, a trendy, Instagram-worthy toothpaste is better than nothing. Still, if that’s the case, we’d highly recommend regular professional dental check, clean and fluoride treatment to re-memorise their teeth with fluoride.
Some of these toothpaste do make nice designer gifts – particularly if you want to get an unmotivated recipient enthused about daily brushing. Marvis, for example, is rather ‘marvellous’ and despite paying a lot more than supermarket brand toothpaste, it tastes terrific and contains fluoride. Hurrah! Don’t the Italians know how to get it right!
Frequently Asked Questions
1. Why is fluoride important in toothpaste?
Fluoride is a naturally occurring mineral that helps prevent tooth decay by strengthening tooth enamel and aiding remineralisation. Toothpaste containing fluoride provides a protective barrier against acids produced by bacteria from sugar in your diet. For safe and effective dental care, choose a toothpaste approved by the Australian Dental Association.
2. Are Instagram-worthy or natural toothpastes effective?
While visually appealing, Instagram-worthy toothpastes often lack fluoride and may not protect your teeth from cavities. Some use alternative ingredients like hydroxyapatite, which has limited research on its effectiveness. For proven dental protection, stick with a fluoride toothpaste like Marvis.
3. Can fluoride-free toothpaste protect my teeth?
Fluoride-free toothpaste may clean your teeth but cannot provide the same protection against cavities as fluoride toothpaste. Some brands use hydroxyapatite or herbal ingredients, but their effectiveness is not as well-researched. For optimal oral health, the ADA recommends using fluoride toothpaste.
4. How do I choose the right toothpaste for my family?
When selecting toothpaste, consider your needs and age:
- Adults and children over 6 years: Fluoride toothpaste twice daily.
- Children 18 months – 6 years: Low-fluoride toothpaste.
- Under 18 months: Avoid fluoride toothpaste.
Also, choose formulas for sensitive teeth, whitening, or eco-friendly options. Consult your dentist if unsure, or book a dental check-up.
5. Are eco-friendly toothpastes safe and effective?
Many eco-friendly toothpastes now contain fluoride and recyclable packaging, making them both safe and environmentally conscious. Brands like Colgate Smile for Good combine cavity protection with sustainability, so you don’t have to compromise your dental health for eco-friendly choices.
Speak to your dental professional
Now that oral care is receiving a “wellness industry makeover”, things are getting confusing. There’s plenty of prettiness, but many products aren’t up to scratch. On the bright side, though, some new products are looking good! DON’T listen to shop assistants or believe what you read on Instagram. Speak to your dentist. Show us the products you’re interested in – and let’s chat!
