We ought to do it twice a day, two minutes at a time. We might then follow with a floss, swish, and a gargle. It’s a routine at the highest level of necessity and importance - amounting to an argument for care and attention paid to something so quotidian.
Quotidian it may be, but quotidian it needn’t feel. A commitment to this practical necessity isn’t a sentence, and luxury toothpastes advance a quest to turn everyday chores and mundane tasks into moments of indulgence, returning a sense of significance to the process.
We endorse any opportunity to invest in the minutia that makes up who we are and what we do, especially if we have the choice to make something all the better. This is the philosophy of many luxury toothpaste and oral hygiene brands, operating on the premise of a reimagining - because at the most practical level, there’s nothing inherently wrong with common toothpastes clad in red and white or white and blue. But that’s the very problem, they’re bound up with necessity, eclipsing the chance of astonishment, lacking in the areas where creativity and interest can otherwise flourish. In other words, we want fresh breath to also be breathtaking.
Flavours in Abundance
It begins with reimagining flavour, and in order to think flavour anew, it is essential to approach it like perfumery - playing and reinventing combinations. Nowhere is this more apparent than with Swedish brand Selahatin’s offerings of toothpastes - which work on the basis of evocation: in its name, story, and flavour, all wrapped in one.
With Escapist, Selahatin’s intentions are clear and unambiguous - it takes the familiar taste of peppermint and tweaks this association with almond, cinnamon, and orange citrus fruits so to make it extraordinary - offering a momentary opportunity to escape reality and be transported to an idealistic, fantasy place. And whilst you float on this cloud, it cleanses, exfoliates, polishes, and whitens the teeth, in addition to anti-inflammatory, balancing, and moisturising benefits. Luxury is the ability to think less of necessity, never at the expense of efficacy.
Marvis toothpastes from Florence have a cult-like following, pledging no ordinary toothpaste. Even their most traditional offering - Classic Strong Mint - promises an experience that leaps. Its flavour is exaggerated and strong, which is the result of a long-standing traditional method of production, resulting in a rich and smooth texture, and a vibrant flavour. Doing things well, and with great care, marks this brand and Selahatin alike. Those who complain about gritty textures and lacklustre flavour are to welcome these brands with open arms.
Both brands embrace difference and possibility with some of their more unusual flavour offerings. Marvis favours singular expressions, intent upon realism and charm with flavours such as Creamy Matcha, Dreamy Osmanthus, and Amarelli Licorice (a personal favourite).
Selahatin leans on unique flavours to tell stories and evoke sensations of elsewhere. High On The Beach is summer sunshine and heat in the form of sizzling grapefruit and warming cinnamon, carried along a soaring wave of peppermint. Sassafras, in contrast, celebrates its namesake note and the delightful power of sweet spices drawn from the earth - its broad spectrum of flavours and nuances includes sarsaparilla, wintergreen, liquorice, and vanilla.
An Appealing Aesthetic
Marvis rejects utilitarian packaging. Its riotous pop of colour, ornate cap, and decorous labelling makes a gorgeous statement, lending elegance to any bathroom. With its look, it’s something you want to hold in the hand and use, and reflects a holistic concern in which beautiful things deserve beautiful presentation. It is a scent for the mouth and an icon for the eyes.
Although stylistically different, Selahatin’s aesthetic emphasis is minimalism - tones of black, white, and silver readily absorb into the most modern of bathrooms, amongst porcelain tiles, basins, and chrome faucets. Sleek and fashionable - Selahatin’s style has won over many high profile aesthetes, including Rick Owens.
Mouthwash: A Total Experience
Oral hygiene might begin with brushing the teeth, but it doesn’t end there. Mouthwashes also receive the luxury treatment, continuing the trend for decorous packaging and memorable tastes. Marvis is intent upon strength, and is contained in its name, blending marvel (miracle) and vis (strength) together to arrive at Mar-vis. Their mouthwashes are concentrates available in high impact flavours of spearmint, cinnamon, and anise. This interior bath immediately freshens the breath, and energises the mouth - while xylitol, softening glycerin, and propolis care for the teeth and gums.
Selahatin and Marvis are consistent with their aesthetic, complementing not only the taste of their toothpastes but also their look. Both are housed in luxurious glass and can proudly be put on display. Selahatin boasts a composition of chamomile extract and aloe vera for their hydrating and soothing properties, in addition to all the good stuff that fights bacteria and keeps bad breath at bay.
Special mention goes out to Santa Maria Novella’s Acqua Dentifricia Mouthwash - a concentration of macerated cloves, guaiac wood, and other botanicals - this is an ancient yet effective formula with antiseptic and deodorising properties, cleansing teeth and gum. It appeals with its old-world charm and a simple, straightforward effectiveness, unambiguously drawn from nature.
Bringing Care Back into the Equation
Having recently made the switch to Selahatin, I constantly look forward to brushing my teeth. No longer is oral hygiene relegated to unthink - no longer is it put out of mind - maintaining a renewed sense of significance. Quality toothpastes might seem like gratuitous excess, and indeed, this can be said for all luxury.
My rejoinder is plain: heightening the experience has put care emphatically back into the equation.