Issue 15 – Toothpaste
9/10 dentists agree...
Unbox Inbox is a weekly newsletter packed with packaging inspiration and observations
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A Toothpaste Deep Dive
I went the the dentist two weeks ago and just bought a new electric toothbrush, so I guess you could say toothpaste has been on the brain. But usually it’s not–it’s such a mundane product that I usually only think about it when I’m running low. It’s something I use multiple times a day (don’t tell me you’re a serial killer and only brush at night or in the morning), and yet how often do we strongly recommend our favorite toothpaste to a friend, or even switch up our own routine? I myself have been using Davids for the last seven years, largely because my skin is sensitive to fluoride and it’s the only fluoride-free toothpaste I’ve found that leaves my mouth feeling Crest or Colgate level fresh. I veered away once to try another brand that I was drawn to because of the design (it’s featured below but I won’t name names), but it was the toothpaste equivalent of a natural deodorant you have to reapply multiple times a day. You won’t see any Big Toothpaste in this roundup because you already know what it looks like, and it all looks the same. So with that, please enjoy this rabbit hole, and if you want to strongly recommend your toothpaste to a friend, that’s what the comments are for.
1. Toothpaste for the person who read Amelia Bedelia growing up
If the function of your brain wasn’t largely influenced by those children’s books, perhaps you have less of a proclivity to play with words or appreciate puns. When someone tells Amelia to draw the curtains, she literally sketches them out on a piece of paper rather than closing them. This category is the toothpaste version of that sort of literal thinking. Want a product that can whiten your teeth? Surely the packaging it comes in should be all white too. I could argue that toothpaste is the one product that gets a free pass on using maximum white space and minimal branding. It works, and it also stands out against the blues, reds, and “sparkly” graphics of Big Toothpaste.
2. Toothpaste for the person who hoarded gel pens in middle school
By which I mean, you appreciate a colorful vessel filled with something viscous. I grouped all of these tubes here because they’re all free of white (except the space), bold in color, and largely use sans serif type. You might call them a bit bland-y. A lot of them use charcoal, which is very peak 2018 wellness to me. One is by an “oral beauty” brand that was “co-created” by Kendall Jenner. I have a hunch we’re about to see a boom in oral care marketed through the lens of beauty and/or overall health. It’s not just about keeping your pearly whites white and cavities at bay.
3. Toothpaste for the person who sings the ABCs four times to know how long to brush their teeth for
“A with a pointed apex, B with a swash, C with an aperture so small it almost looks like an O…” Ok no one is doing that, but you get what I mean. These tubes all lead with strong type. Perhaps you, like me, would buy more than one of these based on that alone.
4. Toothpaste for the person who owns a metal toothpaste squeezer
There are two types of people, those who squeeze the toothpaste tube starting from the end and moving towards the cap, and those who squeeze it wherever their heart desires. If you’re the former, I’d wager you’re far more likely to own a metal toothpaste squeezer. I do, and it makes it easier to justify the fancy toothpaste that costs at least twice as much as the average tube from the pharmacy. I use every last drop of that $10 tube! Most of the tubes in this category also fall into my favorite design category of timeless cool. These brands are just being themselves, and that always works. I’d also be remiss not to link to this amazing article from Vice, which hass the best writing on toothpaste we’ll probably ever see. To quote the author, “Living Libations makes toothpaste for aging Deadheads with exquisite taste, and folks who don’t just want to brush their teeth, but give them the equivalent of a five-star Swedish massage.” Couldn’t have written it better myself.
5. Toothpaste for the person who is decidedly not a #tubegirl or a tube girl
We all know you can’t put the toothpaste back in the tube, but you also don’t have to put it in the tube at all. It doesn’t even have to be toothpaste. With the rise of sustainability in all categories, it’s no surprise that innovators in the oral care space are forgoing the inclusion of water in their formulas and moving towards things like tablets. As you’d expect, there are also a number of brands doing the refillable thing, and some like What Matters are taking it to the next level and trying to take up real estate on the bathroom counter vs. tucked away in a drawer or medicine cabinet. Perhaps it’s the Aesop effect–pump bottles as a status symbol. Out of all of these brands, these are the ones most likely to get me to veer away from my tried and true.
Chatterbox
This week I’m so excited to welcome Jessica Murnane to the letter. I’ve admired Jessica’s work for nearly a decade at this point, and her cookbook One Part Plant is one I return to frequently (especially for these cookies). She also does incredible work with Know Your Endo, providing education, awareness, and support for those living with endometriosis (check out her helpful book by the same name). These days she writes Semi-Important Things with Jessica Murnane, and is back in school to become a Horticultural Therapist. I’m so inspired by her career evolution, the meaning she finds in all that she does, and her pursuit of a life with less screen time. Hope you enjoy her answers below!
What are 3-5 items that are always stocked in your home?
Mezcla Bars (Peruvian Peanut butter is fave)
Why are you loyal to those brands or products?
Mezcla Bars agree with my sensitive stomach and they actually taste good. Plus, I love their artist program.
EO wipes destroy any/all funk INSTANTLY and I feel paranoid if I don't have one in my bag.
Mary is the best vessel for dips (tied with Frito Scoops).
Brainiac is the perfect Kombucha that doesn't really taste like Kombucha (super light and airy).
Supershine Cream is my splurge and makes my hair look like I splurged.
What was the last thing you bought because it stood out to you on the shelf?
Local Weather for my son. I thought the metal bottles were cool and a nice alternative to Prime (which I boycott). He loved Local Weather and now calls it "The Spinach Gatorade" which I find hilarious, because that's exactly what it's trying to be...a "better for you" sporty drink.
What was the last thing you bought because someone you know recommended it?
Those Mezcla bars! My friend Heather Crosby shared one with me when she visited last summer and now I have a freaking subscription for them...
What was the last thing you bought because of an algorithm?
I'm off the socials, baby...so my group chats are my algorithm now. It was Sun Gro (which my friend Joan said was the best soil for seed germination).
Favorite place to shop irl?
Hyam's Garden Center or Any grocery store that has a wall of good vegan cheese.
Favorite place to shop online?
I frequent Maison Flaneur a lot. It's more window shopping, because shipping is so expensive from France...but I did buy a light fixture from there once.
Someone is visiting where you live for a day, what are 3 musts?
Hampton Park: Similar to RHOSL's Mary Cosby, I usually "don't have the energy for parks"–but I do for Hampton (designed by Olmsted, Olmsted & Eliot in 1903). It's less of a park and more a giant garden to walk through–so many flowers and canopies of Spanish moss. It's truly magical!
Huriyali: Charleston's best little breakfast/lunch spot. Off-menu item tip: Order the Breakfast Burrito (potatoes, chickpea "egg", tempeh bacon, guacamole, beans) as a bowl–they'll ditch the wrap and throw everything over sautéed kale. Good gf option for those who need it or just want more vegetables.
CHS Public Pools: I'm a pool over the beach and Charleston has some great public pools. They have a $1.25 entry fee which is the best deal in town during our hot and humid summers.
Thank you, Jessica!
Packing Peanuts
(Those loose leftover pieces at the bottom of the box)
Turns out my cacao addiction I wrote about a few weeks is good for something: theobromine, the primary alkaloid found in cacao, may be more effective than fluoride in fighting cavities. This brand harnesses that “technology,” but tastes like mint. This one just tastes like chocolate. And on that note, did you even market your movie if you didn’t do a toothpaste collab? A chic toothpaste lamp for the…dentist in your life? Apparently you can remove phone screen scratches with toothpaste (thank youTina Roth Eisenberg). Heldentica, a font hand made with the finest toothpaste. If I was an acoustic toothbrush gal I’d buy these in a heartbeat. An ingenious toothbrush inspired by PEZ dispensers. The perfect gift to passive-aggressively give the chaotic toothpaste tube squeezer in your life.
If you made it this far, thanks for reading, I love you. If you’re feeling generous or inspired, please forward this newsletter to a friend and encourage them to subscribe too <3
I have found my tribe.
I’ve used at least one if not two toothpastes from every category you’ve listed! Currently on the cocoshine one and liking it so far!
Definitely a sucker for a metal tube 🪥🦷