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

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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.

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