but what even is toothpaste, actually

TL;DR

Toothpaste works primarily through fluoride strengthening enamel, but brushing technique matters more than brand — making cheap fluoride toothpaste the best value.

Key Points

• 1.Tooth decay is a modern, industrial-age problem. Sugar became mass-produced and cheap in the 19th century, dramatically increasing cavities; early toothpaste only existed to make brushing more pleasant, with no therapeutic benefit.
• 2.Fluoride strengthens enamel by forming a more acid-resistant mineral. Fluoride ions bind to hydroxyapatite fragments during remineralization, creating a stronger compound that resists future acid attacks — essentially a biological 'patch' for teeth.
• 3.Fluoride took 30 years to get into toothpaste after its dental benefits were discovered. Sodium fluoride reacted with other ingredients in early formulas; Procter & Gamble partnered with Indiana University scientists to engineer a stable fluoride compound, releasing Crest in 1954.
• 4.The anti-fluoride movement misunderstands dose versus concentration. While fluoride is toxic in high doses, the theoretical risk of chronic overexposure from water and toothpaste combined is monitored via dental fluorosis; Canada and the US have repeatedly lowered target concentrations (most recently 2008 and 2015) as a precaution.
• 5.Higher-priced toothpastes surprisingly make fewer health claims. Luxury and alternative toothpastes focus on taste or ingredient exclusions; cheaper therapeutic brands carry more clinical claims — a pattern partly explained by market segmentation and economies of scale.
• 6.Brushing technique matters more than which toothpaste you buy. Dental hygienist Whitney de Fogo emphasizes soft bristles at a 45-degree angle toward the gum line, 30 seconds per quadrant, twice daily — most people simply brush incorrectly regardless of product.
• 7.For most people with no special dental needs, the cheapest fluoride toothpaste is the optimal choice. After visiting a dentist and being told she had a 'very boring mouth,' the host concluded Colgate Triple Action at $1 per tube was her ideal min-maxed pick.