From £20 toothpastes to bottles of mouthwash that sound more like a perfume than a breath freshener, a new wave of oral care is blurring the lines between function and fashion. Photograph: ApioriNejati says the trend is helping to change the way people think about dental care. “For decades, oral care was largely focused on preventing cavities or whitening teeth,” Nejati says. View image in fullscreen Leave it in the packet ... Selahatin x Rick Owens dental care travel set. Just like Aesop handsoap pump bottles are often refilled with cheaper dupes, it appears some dental products may be treated as for display purposes only.