I Tested 4 New Fancy Toothpastes
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As someone who has been writing about oral health for a couple of years now, I can confidently say it’s a deeply unsexy space to cover. Lately, though, I’ve noticed a class of new dental-care brands attempting to shake this up. Instead of leaning on the pharmaceutical-esque marketing of the Crests and Colgates, thesetoothpastescome at it from a different angle. They seem more like something you’d add into your wellness or skin-care routine. On top of that, they cost much more than your usual tube ofdrugstoretoothpaste, sometimes going into the $30 range. While I’m all for elevating the mundane little things, I had some skepticism as these new formulas rolled in, especially given their higher price points.
Before testing the products, I spoke to board-certified oral and maxillofacial surgeonDr. Jason M. Auerbachfor his expert opinion. “There is really nothing wrong with making toothpaste more luxurious or more of a product. It’s actually a great concept, and if spending more money on toothpaste makes you brush twice a day for two full minutes, then I’m totally all for it,” he says. “But consumers should understand that price and packaging aren’t really proxies for clinical effectiveness necessarily.” What is actually effective, he says, is “pretty tried-and-true and unsexy. Brushing twice a day. And in order for a toothpaste to make an anti-cavity claim and to get an ADA seal — an American Dental Association seal — the toothpaste has to have fluoride in it.” You’ll notice all the toothpastes below are fluoride-free. Instead, they use nano-hydroxyapatite as their main active ingredient. Like many other dentists I’ve spoken to about the ingredient, Auerbach says it’s backed by legitimate science. (If you want to read up on it, I have amore in-depth explainer on the ingredient.) However, fluoride is still the benchmark for preventing cavities, and he recommends folks — especially people prone to cavities — bear that in mind. With all that said, I tested out the new guard of fancy toothpastes and reported my opinions on each below.
The one that’s actually pretty tasty
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Dayly, which launched this summer, has two formulas for daytime and nighttime. Rise, the a.m. toothpaste, has a citrusy flavor and is made with ingredients like vitamins B12 and B6, ginseng, and L-theanine to boost mood and energy. Unwind, the p.m. toothpaste, has a lavender flavor and is formulated with things like magnesium and chamomile to promote relaxation. Both use nano-hydroxyapatite as its active ingredient and probiotics for balancing the oral microbiome. The brand obviously takes a wellness approach to oral care. As someone who’s intosupplementsand fun “functional” drinks, I’m very much the target audience. But surprisingly, this didn’t resonate with me like I thought it would. I didn’t find much extra benefit to having two separate toothpastes and would accidentally use the p.m. formula in the morning and vice versa (which didn’t make much of a difference in my day). I’m also more inclined to add myvitaminsto a smoothie or even take a supplement rather than rely on it in my toothpaste. I will note, the flavors did taste good, which was a nice switch-up from my usual minty toothpaste, but I didn’t think that was enough to justify a two-pack for $45.
The one pretty enough to leave out
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Akla, an oral-health brand developed by New York–based dentist Dr. Elena Johnston and designer Irene Jondal, launched in May. It’s the priciest of the bunch at $32 and certainly the most luxurious. It comes in an aluminum tube that looks and feels beautiful. It’s a bit heftier than the David’s tubes I’ve used before and designed even more opulently than longtime Strategist favoriteEuthymol, which still leans medicinal-looking. The paste itself looks pearlescent — almost glittering — out of the tube. (I chalk this up to the added pearl powder, which is said to help polish teeth and get rid of surface stains.) It also tastes quite nice with a hint of vanilla and subtle mint flavor. Overall, I really enjoyed reaching for this one and could see shelving it right next to the hypothetical Augustinus Bader or La Mer products in my routine.
The wellness-y one I can get behind
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Evenmouth was developed by oral microbiome educator and board-certified dentist Dr. Eve Lofthus and hit shelves in June. In addition to nano-hydroxyapatite, it uses S. Dentisani 7746 (a bacterial strain that’s supposed to help prevent tooth decay and improve gum health) and L-arginine (an amino acid that helps balance the mouth’s pH). From my previous reporting ondental probioticsand my chat with Auerbach, this was a wellness-focused toothpaste I could get more behind. There’s backed research on the oral microbiome, and experts have told me that adding a toothpaste with probiotics is an effective way to help balance it out. It helped, too, that Evenmouth has a very mild, pleasant taste and comes in a bottle that’s chicer than most. While it isn’t as luxurious as Akla, it’s certainly one I’d repurchase at a lower price point.
The one I’d actually buy on repeat
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Suri — the brand that makes our favoritesustainable electric toothbrush— released new packaging for its toothpaste this summer. I’ve tried the formula before and like the minty freshness I get from using it. The new refillable tube comes with a removable cartridge that’s made from Vivomer, a plastic-, BPA-, and PFA-free compostable plant-based material. The bottle that houses the cartridge is sleek-looking, available in white, sage green, and baby blue, and comes with a convenient cap. (I went with the sage green.) I preferred using Suri over the others, mainly because the pump dispenses the perfect amount of toothpaste needed. Not only was it sustainable and nice-looking, but it added an extra convenience to my daily routine that I didn’t know I needed. Plus it comes in a two-ounce cartridge, which is less than most toothpastes at the drugstore but also below the liquid amount allowed in a carry-on. On top of using it frequently at home, I’ve packed it on multiple flights and saved myself trips to the drugstore for mini tubes of toothpaste.
More toothpastes we recommend
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Our favorite toothpaste for sensitive teeth.
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A dentist-recommended nano-hydroxyapatite toothpaste.
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A flavorless toothpaste that one of our allergy-prone staffers swears by.
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The Strategistis designed to surface useful, expert recommendations for things to buy across the vast e-commerce landscape. Every product is independently selected by our team of editors, whom you can read abouthere. We update links when possible, but note that deals can expire and all prices are subject to change.
