Toothpaste, perhaps the last part of your daily grooming regimen that had not been gussied up, has now been rethought. It wasn’t so long ago that toothpaste, floss and mouthwashes were perfunctory products meant to clean but also to instill a certain amount of fear (ack, cavities! That was the epiphany Craig Dubitsky, the founder of Hello oral care, experienced a few years ago when standing in his local drugstore in Manhattan. He ditched what he called the “emotional scare tactics” and branded his line with the friendliest word he could think of: Hello. Then he hired a formulator to work with him on products like charcoal toothpaste and mouthwashes with aloe vera.

Source: New York Times April 17, 2019 09:00 UTC