Opinion 

Source Takealot.
Theodent 300 on Takealot. Source Takealot.
  • Theodent 300 is listed as the world’s most expensive toothpaste – and it doesn’t contain fluoride.
  • There’s a tube of the stuff on Takealot for nearly R2,000.
  • The American Dental Association found toothpaste has little impact on cleaning teeth, the real benefit comes from the action of the bristles scraping plaque off the tooth surface.
  • But they do stress the usefulness of fluoride in helping repair the earliest stages of tooth decay, which begs the question why some of the world’s most expensive pastes don’t have it as an ingredient.
  • Bloomberg says the global toothpaste market is worth about $26 billion (R383 billion) and could reach $36 billion (R531 billion) by 2024.
  •  For mores articles, go to the Business Insider South Africa's homepage

Source Takealot.
Theodent 300 on Takealot. Source Takealot.

If you’ve moved on from being satisfied with Gordon’s and Schweppes or a Castle Lager for your evening sundowner and would rather be seen dead than squeezing a glass of wine out of a two-litre box in the fridge, then it’s high time you switched your toothpaste.

Colgate’s just not going to cut it for your precious pearly whites anymore.

But you’re going to need a budget of Floydian proportions.

Turns out toothpaste isn’t just the stuff you buy because it’s stripy or is more minty than the last one. Oh no.

Like almost everything else, toothpaste is going craft, and there’s a tube of the stuff on Takealot for nearly R2,000, but you’re going to have to find fluoride elsewhere. 

Source Takealot.
Theodent 300 on Takealot. Source Takealot.

If you like the finer things in life, Takealot can organise you a tube of the world’s most expensive tooth cleaner, Theodent 300 for R1,990, marked down, surprise, surprise from R3,950, probably because no-one was buying it. There’s free delivery, and if you want to buy it on credit, it will cost you R185/month over 12 months, which takes the price to R2,220.


It comes with its own review: “Despite its power, Theodent 300 is also non-toxic, not harmful if swallowed, and safe for paediatric use (particularly in cases of enamel hypoplasia (thinning enamel). Theodent 300 also contains Crystal Whitening Mint to give your teeth the pearly white look your teeth deserve.”

Theodent 300 is listed as the world’s most expensive toothpaste. There is a budget version for just under R500 and a chocolate one for kids.

Turns out there’s a range of expensive toothpastes available in SA. So, if you are not happy with the stuff made by the multinationals, there are a host of choices available locally. Some contain charcoal, others bamboo, some with fluoride and some without.

A recent story on Bloomberg quoted the American Dental Association as saying toothpaste has little impact on cleaning teeth, and that the real benefit comes from the action of the bristles scraping plaque off the tooth surface. They do stress the usefulness of fluoride though in helping repair the earliest stages of tooth decay, which begs the question why some of the world’s most expensive pastes don’t have it as an ingredient.

According to Bloomberg, the global toothpaste market is worth about $26 billion (about R383 billion) and could reach $36 billion (R531 billion) by 2024. With celebrities like Lenny Kravitz getting in on the action and ingredients as varied as sea buckthorn, to relieve gum aggravation and cardamom and wasabi for fresh breath, the industry has gone mad.

Takealot has 30 pages of toothpaste options, including a bulk pack of 24 X 75ml tubes of Oral B - probably enough for five years of twice-a-day brushing for R718 - about R30 a tube. And it’s minty. And has fluoride. Just the way the stuff is meant to be.

Save the charcoal for the Wales game.

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