Given that every toothpaste contains whitening ingredients now, why aren’t we all walking around with teeth that are a perfect #ffffff? (That’s the HTML code for the whitest white, for the nongeeks in the audience.) That’s right: because it’s a scam.
Anytime a product category requires an entire aisle at Walgreen’s, with many competing brands and even products within one brand, each promising to be the Best Evar!!!!!!! – that is, when something is marketed to the hilt, that’s your clue that you probably don’t need it.
Look, I know that studies say that the fluoride in toothpaste leads to fewer cavities. But when I was a kid in braces, I brushed with baking soda most of the time. It tasted terrible, but it made my metal mouth gleam like nobody’s business. And I saw no uptick in the number of cavities I got.
I’ll bet I could brush dry and still reap brushing’s benefits – but for one. The reason I still use toothpaste, even though it’s a scam, because it makes my mouth feel and taste minty fresh. I like that.