The Best Aesthetically Pleasing Toothpastes

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If there’s anything that can ruin the perfectly styled look of a bathroom, faster than you can say Colgate, it’s an ugly tube of toothpaste. Yes, these are the things that keep me awake at night, so I’ve put together an edit of aesthetically pleasing toothpastes that don’t need to be hidden away in a cupboard or drawer. In fact, you’ll be more than happy to have them on display, because a completely bare vanity top is also pretty dull, and these ones most definitely deserve to be seen.

It took me an age to get around to shooting these, testing and writing this piece, so ironically we kept running out of toothpaste but no one was allowed to touch them, so we were constantly squeezing the dregs out of crappy tubes of Aquafresh. Oh the irony.

It might seem shallow or frivolous to some (okay, MANY), but I also know that many others would agree, that life’s little luxuries - in this case, aesthetically pleasing toothpaste - that cost less than a bunch of flowers from your local florist, can not only look beautiful in your bathroom, but can be a real mood-lifter too. And they might even encourage you to brush for that full two minutes.

Things like scented candles, luxury hand washes and ‘designer’ toothpastes are, apparently, my jam. They give me little boosts of happiness throughout the day. I love them and they make me happy.

Ugly toothpaste branding really annoys me. Why the likes of Colgate et al haven’t capitalised on the fact that people want things that actually look nice in their homes, including on the bathroom countertop with a great rebrand is beyond me. Alas, this is a good thing for all the brands now offering pretty toothpaste. I guess there’s an old fashioned school of thought that oral hygiene products ‘should’ look a certain way to be taken seriously?

Now, I will put up with a LOT in the taste department for the sake of a pretty tube, and was originally planning to write from a purely aesthetic point of view which believe me, would have been much easier (and chepaer!), but I didn’t want anyone buying truly awful products based on my opinion of looks alone, so I valiantly bought them in in the name of selfless research, and have indeed tried them all, so I can pass my findings on to you. You’re welcome.

Just to clarify, I bought and paid for all these myself - none were given to me, this is my edit and opinion on looks AND taste, though I’ve not tried them for an extended period, so can’t comment further on any whitening claims etc.

In the affordable end of the range we have Euthymol which you can pick up for around £2. It’s a classic, having been around for some 120 years, and the only supermarket toothpaste with branding that doesn’t make me wince. With cult status, there was quite the uproar among Euthymol fans when it was briefly withdrawn from the UK in 2013 while it was reformulated to comply with EU regulations. My kids don’t like it as it’s really strong, but I love the fact it practically blows your head off and tastes SUPER medicinal. Plus you’ve gotta love that Pepto pink! I do get it’s not for everyone, so proceed with caution if you’re particularly sensitive.

USP: A special blend of antispetic ingredients and essential flavour oils to help keep your teeth and gums clean and healthy.

Marvis is the cool Italian brand that have been serving aesthetically pleasing toothpaste since 1997. It definitely has the air of a much older brand, which is of course part of its charm. You can sometimes find the more basic flavours at Boots, and for a decent price too. Nice one Boots buyers! The range is pretty extensive, and the branding is just SO lovely. I tend to stick to the more traditional minty offerings, after once buying the jasmine one which was, frankly, hideous. I love the Cinnamon one though, so you know, if you think you’ll like one of the more wacky flavours give it a whirl - Black Forest anyone?

USP: ‘Long-lasting freshness of creamy spearmint followed by a touch of peppermint and menthol. Made with hydrating hyaluronic acid and soothing prebiotics helping rebalance the oral flora’.

Next up is Saltrain, who I only discovered at a local boutique that happened to be unpacking an order when I walked in one day. Their branding is particularly simple, bold and graphic in a great way, and will appeal to so many different tastes, including mine! A great choice for the more contemporary bathroom. Taste wise, the clue’s in the name. It’s SALTY. Takes a bit of getting used to, and I can’t imagine kids liking this one, but as we know, salt is said to be antibacterial and this one claims to be good for gum disease and stopping plaque formation. Several different versions to choose from.

USP: Minerals from naturally sourced gray salt provide long-lasting freshness after brushing teeth. Prevents periodontal and gum diseases, helps with plaque removal and bad breath.

A bit of a wildcard in this selection is Santa Maria Novella’s Iris toothpaste. I was slightly nervous to try it given the murky colour, but I actually really love it. Admittedly I bought it hoping it would be parma violet flavoured as iris and violet seem to be interchangeable in the fragrance world at least, but it isn’t. However it does have a really lovely if unusual flavour combination of minty, subtle spice and floral all at once, and definitely leaves the mouth feeling super fresh. It contains ireos powder which is made from ground Iris root, which is said to be an excellent astringent and exfoliator. This is a clay and essential oil based paste, and not for kids, but very much for the traditionalist who appreciates old school design and ingredients. It’s a small compact tube so great for solo travels too.

USP: Clay, propolis, Iris root powder and essential oils refresh and deodorise.

Speaking of kids, it would have been remiss for me not to include a Hismile option, even if it goes against my better judgement, but credit where credit’s due - this brand has seemingly taken the world by storm with it’s aesthetically pleasing tubes, and flavours aimed at the tween market. Or at least that’s my perception? Or maybe I’m just old, but I don’t feel it’s aimed at me. However, Baxter (12) had been wanting some for ages, so I caved for the sake of balance and fairness. I went for Watermelon for no particular reason. Okay, because it’s a pink tube, and to my surprise I like it! Minty watermelon felt weird the first time, but then I knew what to expect, and it’s good! One pump doesn’t seem like much at all, so I tend to use two or three - I don’t know if I’m alone thinking this, but it makes me think it won’t last long at all.

USP: ‘Flouride + formula’, but let’s face it, it’s all about the flavours.

And last, but certainly not least is Buly’s Apple Toothpaste. I LOVE it. It’s not overly sweet or strong, and the packaging, like every single other product they do - and there are many - is simply divine. Yes, no surprises that this one is my favourite. I want to try the Orange Ginger one next, and they also do a Mint Coriander. Not really sure why it’s taken me so long to try this to be honest, but as suspected I’ve fallen hook, line and sinker.

USP: Flouride free. ‘The dental paste is designed to protect teeth and breath from decay, using a thermal water rich in magnesium, calcium and sulfates, known for its soothing virtues. A delicious flavour of apple from Montauban to flatter and cleanse teeth, gums, smiles, and senses all at once’.

I was surprised to find that once I started looking that there are surprisingly so many nice looking options on the market now, but I had to draw a line somewhere and limit to six, or we’d be bankrupt and drowning in a sea of posh toothpaste. After I shot and wrote most of this post I stumbled across a Swedish brand called Selahatin who have beautifully minimalist branding and word on the street is that their Of Course I Still Luv You toothpaste is Parma Violet reminiscent, which is now well and truly on my list to try, so there’s a high chance I’ll be following up with a part two!

Have you tried any others I should know about? And how about toothpaste tablets? I know I should probably make that shift for the planet, but I just can’t get on board with the idea of them.