As Strategist editors and writers, for better or for worse, we cannot turn off our shopping brains. With ‘Saw Something, Said Something,’ we’ll be writing about the tiniest of details that have caught our eye — status toothpaste in the background of Lizzo’s TikTok, a plant so rare it’s called a Birkin, or a specific face cream in a Roy sibling’s medicine cabinet.
In a lot of ways, Lizzo’s typical Saturday routine isn’t so different from what you or I might consider an ideal way to spend a weekend morning. But what caught my eye when she posted her day on TikTok was a gilded white tube of toothpaste that looks nothing like the dollar-store tube of Colgate I keep in my bathroom. Upon closer inspection, Lizzo’s toothpaste, from a brand called Theodent, is actually the most expensive product in her whole morning routine. It beats out the Sunday Riley Ceramic Slip Cleanser she uses to wash her face ($35), the Hoka One One slides she slips into before yoga ($80), and the Sonicare electric toothbrush she uses to actually brush her teeth ($100). It’s even more expensive than the notoriously expensive True Botanicals Clear Pure Radiance Oil ($110) she uses before taking a gua sha tool to her face. One 3.4-ounce tube of this toothpaste is $125.
From what I was able to figure out from the company’s website, Theodent is a cacao-based toothpaste that claims to strengthen your teeth’s enamel even better than fluoride can (and it allegedly tastes better too). You can get a tube of Theodent Classic for just $16, but this stuff — the Theodent 300 — is “clinical strength.” That means it has the highest concentration of the active ingredient Rennou of any Theodent product, which apparently justifies the nearly 800 percent price increase. But it seems Lizzo didn’t have to justify the price. As she revealed in the comments, “RuPaul gifted it to me.”
The Strategist is designed to surface the most useful, expert recommendations for things to buy across the vast e-commerce landscape. Some of our latest conquests include the best acne treatments, rolling luggage, pillows for side sleepers, natural anxiety remedies, and bath towels. We update links when possible, but note that deals can expire and all prices are subject to change.
