The wellness industry is coming for your teeth

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For most of us, tooth-brushing is like washing the dishes: it’s just one of our daily chores. Now, the humdrum activity is being reframed as an act of self-care, with businesses using the seductive language of the wellness and beauty industries | sopphie

featuring 99.7 per cent natural ingredients and recyclable tubes. These all join high-end established names like Marvis, Buly 1803 and Theodent .

And Tash Scutts, from Sydney’s Northern Beaches, launched her botanical toothpaste Lovebyt in 2018 and has observed a growing buzz around teeth. More people are investing in treatments like whitening, Invisalign and veneers. The peak dental body recommends Australians use toothpaste with fluoride. It’s widely considered the cornerstone of tooth decay prevention and the best way to remineralise and strengthen teeth.found that over the second half of last century, the prevalence of tooth decay plunged by more than 75 per cent, crediting this mostly to fluoride use.“It’s important to … choose products based on proven effectiveness, not because it looks good on your shelf,” Chinotti says.

The creators of fluoride-free toothpastes, including Lovebyt, ROCC and Gem, say they are catering to consumer demand and that using fluoride is a personal choice.. Fernando says that while promising, the few studies that exist are not robust. Fernando says while being more natural is great, not all chemicals are toxic and many even derive from natural sources. Fluoride itself is a natural mineral.

Wood says he hopes to fill a gap in the market for chic toothpastes that also tick the science boxes.

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sopphie Wellness industry? Beauty industry? It is a freaking ugly industry that plays on people's fears that they are not good enough, and makes a shit load of money out of them. It's the equivalent of gambling, but for (mostly) women. See a counsellor.

sopphie On your marks, baskets at the ready start weaving!

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