Is brushing your teeth no longer enough? In 2026, some toothpaste manufacturers promise much more than good oral hygiene. Their new products are supposed to improve the radiance of the skin, provide energy or even promote relaxation. All for a price of up to 30 €.
“The current evolution of toothpaste is incredible,” notes Hannah Selzner, dentist interviewed by “20 Minutes”. But behind these innovations and their attractive promises, the specialist struggles to see any real benefit for dental health.
The Zapa brand notably offers toothpastes enriched with substances usually present in food supplements. Depending on the formula chosen, the ingredients are said to promote recovery, boost energy, improve the appearance of skin, or provide a feeling of calming. On the menu: vitamin B12, hyaluronic acid or even ashwagandha, a plant used in certain food supplements.
Customers can even personalize their toothpaste by choosing its composition, color and name. Starting price: 20 € per tube. The manufacturer recognizes, however, that the quantities of active substances are too low to cover daily nutrient requirements. These toothpastes therefore do not replace traditional food supplements.
Another approach, that of the Artem brand, which offers two distinct products depending on the time of day. In the morning, a fluoride-free toothpaste intended in particular to whiten teeth. In the evening, a fluoride formula to complete this routine. The brand presents this duo as a real oral care program, inspired by cosmetic rituals. The products include niacinamide and aloe vera, two ingredients commonly used in skin care.
This strategy is reminiscent of that of the Elmex-Aronal tandem, marketed for several decades, but with a more emphasized cosmetic dimension.
For Hannah Selzner, these new features are mostly superfluous. “No one needs expensive toothpaste to brush their teeth properly,” says the specialist in “20 Minutes”. According to her, a classic toothpaste containing fluoride and having low abrasiveness is perfectly sufficient for brushing morning and evening.
Fluoride helps protect teeth against cavities, while a low-abrasive formula cleans them without excessively wearing down their surface. The dentist also doesn’t see the point in using two different products depending on the time of day. “One and the same toothpaste is perfect for brushing your teeth, morning and evening. However, I recommend a toothpaste containing fluoride,” she insists.
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