![]() Market leaders like Colgate and Crest are prominently calling out buzzy ingredients like charcoal and coconut oil. Often considered somewhat of a stale category, oral care seems to be experiencing a rebranding lately. Even more surprising and amusing, though, was the fact that a huge brand like Colgate was now getting in on the trend. I was surprised and amused by how it turned my whole mouth black before rinsing. ![]() I’d brushed my teeth with charcoal once before, in powder form, while staying at my hippie friend’s house in the woods. What I did find, though, was a cool new charcoal formula, also from Colgate. I looked for it at drug stores when I came home, but it apparently wasn’t available in Canada. For the rest of my stay, I snuck little dollops of my host’s tasty toothpaste every morning and night. I don’t know if it was the whitewashed Cycladic setting or the notes of eucalyptus, sage and chamomile tickling my tongue, but it felt like my mouth was getting a fancy spa treatment-blissfully serene with nary a hint of gum-stinging peppermint. It all started this summer in Greece when I spotted an intriguing tube of Colgate Herbal Toothpaste in the bathroom of my AirBnb and could’t resist trying it. But lately, I’ve been finding myself caring a bit more about what I squirt on my toothbrush. I am pretty much the antithesis of those aspirational people in Vanity Fair’s My Stuff page who burnish their enamel with bougie Italian toothpaste. Most of the time, I couldn’t even tell you what’s sitting by my sink. has long consisted of buying whatever happens to be on sale when I run out.
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