Toothpaste Has Become the Hottest Beauty Product in the Wellness World—Here are 15 Brands to Try

When we think about our beauty routines, there are three main categories that immediately come to mind: skin care, hair care, and makeup. But as “beauty” and “self care” have become increasingly synonymous, who in the world would have thought that the best new toothpastes (yep, toothpastes) would be having such a moment.

Over the last few years, oral care has gotten a glow up. Kendall Jenner became the spokesperson for MOON Oral Care, Lenny Kravitz launched a toothpaste brand of his own, and trendy ingredients like CBD and coconut oil have migrated from skin and hair care routines into brushing regimens. “Beauty is transforming into this element of wellness and it’s not just this aesthetic thing—there are emotional bits that go beyond the superficial parts of beauty and into the holistic side of things,” says Hello founder Craig Dubitsky. He notes that his brand is available everywhere from Target to Whole Foods to Ulta, which highlights that while it’s still a mass consumer good, it’s also now design-worthy enough to be thought of in tandem with picturesque serums and moisturizers.

“Toothpaste has been [around] forever [but] has been the same thing over and over. When we come out with something that challenges the category with a new look, new feel, and new experience, that definitely adds something,” says Twice Toothpaste co-founder Cody Levine. “The idea of creating these rituals around brushing and bringing it into the larger routine around wellness and beauty is really important because it helps prioritize oral health.” With the new class of cool-kid toothpastes, you can have both.

Scroll through for the best new toothpastes you’ll not only want to show off in your beauty product shelfies, but that you’ll actually want to use twice a day, every day.

14 of the best new toothpastes worth knowing

Photo: W+G Creative

Using ingredients like baking soda, natural abrasives, and mint oil, this toothpaste works to whiten teeth, remove plaque, and leave you with a fresh breath. David’s products were created with a focus on sustainability, and has received EWG verification for its clean and safe formulas.

You’ve got an a.m. and p.m. skin-care routine, so why not have the same for your teeth? This is the principle behind Twice, which offers two different toothpastes meant to be used at different times of the day. In the morning, you’ve got an energizing flavor combo of wintergreen and peppermint, and at night, vanilla and lavender will help you relax. All of their products are formulated with antioxidant-rich vitamins plus aloe vera to cleanse and protect teeth while also soothing your gums.


The CBD craze has officially hit oral care, and for good reason. The cannabinoid’s anti-inflammatory properties work to soothe irritation in your gums, which means no more swelling or bleeding. This paste combines CBD with aloe vera and antioxidants to strengthen and protect your entire mouth.


Thanks to green tea, this whitening toothpaste fights off the bacteria that causes tooth decay while also loading your smile with antioxidants. What’s more? It’s scented with neem and peppermint that neutralize the bacteria that cause bad breath to keep you smelling fresh all day.

Dr. Bronner’s all-in-one soap is famous for its ability to do it all for your hair and body, and the brand’s toothpaste wants to do the same for your mouth. It whisks away plaque, and will leave your mouth feeling all kinds of tingly clean.


This toothpaste combines two of the buzziest skin-care ingredients—hemp and coconut oil—into a tooth-and-gum-friendly formula. It whitens, prevents cavities, strengthens enamel, and moisturizes your mouth for a smile you can feel good about.


The hero ingredient in this paste is Himalayan pink salt, which is both anti-inflammatory and antibacterial and will help detoxify your entire mouth. Plus, it comes in an easy-to-use pump that will dispense the perfect amount of product every time you brush.

This stuff has got all of the ingredients you want… and none of the ones you don’t. It’s free of sulfates, but still manages to give off a glorious lather that removes plaque and keeps your smile pearlescent.


Linämel got its name from the three-ingredient, enamel protecting combo that makes it so effective. A cocoa-derived extract called theobromine strengthens enamel, fluoride works to fend off cavities, and xylitol is a natural sugar that neutralizes pH levels to reduce tooth decay. So much science in such a cute orange package.

When it comes to clean toothpaste, it doesn’t get much better than this. Marvis’ products have been beloved in Italy for years, and are now widely available at our favorite beauty retailers right here in the U.S. In addition to keeping your teeth clean, this jasmine mint flavor is like perfume for your mouth….in a good way.

Forget the usual mint and cinnamon—this stuff is basically your morning latte in a tube. It’s made with all-natural ingredients including vitamins and botanical extracts, and you’ll love the way it leaves your teeth feeling almost as much as you love the taste.


This toothpaste serves up double-duty mint and offers the tooth treatment trifecta of whitening your smile, freshening your breath, and fighting off cavities. It’s made with natural ingredients—plus fluoride—to get the job done.

Lebon was created with the mission of making toothpaste feel like a “pleasure product,” and the gold packaging and luxe mango mint flavor (it might make you crave a fancy poolside cocktail) do exactly that.

Just as you can have sensitive skin, you can have sensitive teeth, too. Treat them to a gentle cleanse with turmeric and ginger, a combo that will go easy on your teeth and gums while still being tough on bad breath.

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