Brian Hieggelke

It had to happen. That tube of Crest or Colgate just doesn't quite hold its aesthetic charm next to those pricey jars of Erno Laszlo eye cream or Fresh sugar shea butter. With the surge in upscale apothecaries and bath and beauty boutiques, we've noticed a proliferation of toothpastes that look as fresh next to your sink as they taste. Why do you think they call it a vanity, anyway?

Marvis: This stylish import from Italy combines intriguing flavors with a package design that has a classic feel. We went for the Jasmin Mint after being tempted by the others--Paradise Fruit Mint, Classic Strong Mint, Aquatic Mint and Ginger Mint. $8.50 for 3.86-ounce tube at Merz Apothecary.

Lush: The handmade cosmetics retailer recently rolled out small tubes of white toothpaste and black tooth gel. Leave it to Lush to funk up the ingredients: the white is vanilla for flavor and breath-freshening, with salt for cleansing and soreness-reduction; the black, inspired by the flavored-toothpaste craze in Japan, combines lemon, lime and Indian sandalwood flavors, along with charcoal for cleaning. $5.45 for 0.6-ounce tube at Lush. (For comparison, a 6-ounce tube of Colgate will run about $4.)

Breath Palette: We found this irresistibly displayed like paint tubes in thirty-two flavors at C.O. Bigelow's flagship in Manhattan, but not sold in the Water Tower store, alas. An import from Japan, the stylish paste comes in such offerings as California Orange, Monkey Banana, Kyoto Style Tea and even Cola. $4.49 for a 0.88-ounce tube at breathpalette.com.

Although still a fairly small niche, the retailers we spoke to all noted that these "boutique" toothpastes were starting to sell very well. Anthony Qaiyum, one of the owners of Chicago-based Merz Apothecary, says he carries sixty to seventy different toothpastes--none of them Crest or Colgate. Beyond variety, the shopping experience offers its own rewards: our salesperson at C.O. Bigelow this weekend spoke knowledgeably and enthusiastically about the benefits of the products on offer, pointing out that some customers preferred less fluoride in their toothpaste, for example, due to its preponderance in Chicago's drinking water. Imagine having that conversation with a drugstore clerk. Although most of these toothpastes do not submit to the American Dental Association's certification process, most do offer a more natural alternative to the usual offerings.

And then there's this $9 toothbrush we found...

(2006-02-21)

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