Shopping for beauty products, seeing a dermatologist and getting a facial are often fun and luxurious experiences, even if you’re not a skincare aficionado. The same, however, cannot be said of oral care.
Particularly in the United States, where, thanks to celebrity culture, straight white teeth are coveted, brands such as Moon Oral Care have been targeting millennials and Gen Z through collaborations with the likes of Kendall Jenner. “If you look at the formulation of all the existing toothpastes, it hasn’t really changed since the 1940s – they work like soap for cleaning and a bit of surface protection through fluoride,” says Dr Haleh Abivardi, co-founder of the brand.
Healthy is the key word, because many ingredients found in at-home whitening strips and gels can damage gums and teeth, and overuse of these chemicals can lead to tooth sensitivity and gum irritation, Golnar explains.
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