Wire report
Luxury is coming for our teeth – but should we really be paying £20 for a tube of toothpaste?
Minty fresh flavours are out, gold plated toothbrushes are in, and dental experts are sceptical Don’t get Fashion Statement delivered to your inbox? Sign up here First it came for handwash. Then deodorant. Now, the fancification trend has claimed its next victim: dental products. From £20 toothpastes to bottles of mouthwash that sound more like a perfume than a breath freshener, a new wave of oral care is blurring the lines between function and fashion. Rather than being shoved in an old tumbler on the back of the shelf, today’s iterations of toothbrushes and pastes are at the forefront of social media sink shots , proudly displayed alongside a three-wick candle and curated pile of skincare. Continue reading...
coverage / Wire report
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Minty fresh flavours are out, gold plated toothbrushes are in, and dental experts are sceptical Don’t get Fashion Statement delivered to your inbox? Sign up here First it came for handwash. Then deodorant. Now, the fancification trend has claimed its next victim: dental products. From £20 toothpastes to bottles of mouthwash that sound more like a perfume than a breath freshener, a new wave of oral care is blurring the lines between function and fashion. Rather than being shoved in an old tumbler on the back of the shelf, today’s iterations of toothbrushes and pastes are at the forefront of social media sink shots , proudly displayed alongside a three-wick candle and curated pile of skincare. Continue reading...
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What happened
According to The Guardian’s linked report, Luxury is coming for our teeth – but should we really be paying £20 for a tube of toothpaste?, Minty fresh flavours are out, gold plated toothbrushes are in, and dental experts are sceptical Don’t get Fashion Statement delivered to your inbox? Sign up here First it came for handwash. Then deodorant. Now, the fancification trend has claimed its next victim: dental products. From £20 toothpastes to bottles of mouthwash that sound more like a perfume than a breath freshener, a new wave of oral care is blurring the lines between function and fashion. Rather than being shoved in an old tumbler on the back of the shelf, today’s iterations of toothbrushes and pastes are at the forefront of social media sink shots , proudly displayed alongside a three-wick candle and curated pile of skincare. Continue reading…
Context
The development sits in VINI’s Culture coverage for readers following arts, entertainment, fashion, film, music, celebrity, and the business of culture. The original report is linked so readers can check the source account, follow later updates, and compare new coverage against the first published record. The linked report is dated 2026-07-31T06:00:06+00:00.
What to watch
Open questions include whether primary sources issue follow-up statements, whether local or market impacts become clearer, and whether additional reporting changes the timeline or adds material context.
Source
Primary source: Luxury is coming for our teeth – but should we really be paying £20 for a tube of toothpaste? via The Guardian. VINI cites and links the source; it does not reproduce the publisher’s full article text without rights clearance.
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Source links
- Luxury is coming for our teeth – but should we really be paying £20 for a tube of toothpaste?The Guardian - 2026-07-31T06:00:06+00:00
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