It wasn’t all that long ago that dental-care products languished on dusty drugstore shelves: Waxed green floss and ho-hum tubes of toothpaste sat destined for the back of the medicine cabinet. Now even regular brushing has been transformed into an Instagram-worthy experience. Kendall Jenner has lent her name (and flashbulb smile) to Moon’s on-the-go whitening pen; Twice—a line of toothpastes infused with essential oils—counts Lenny Kravitz as a cofounder; and start-ups such as Goby and Quip are trying to master the direct-to-consumer game.
This mouthy moment is hardly news to Jon Marashi, D.D.S., whose practice in Los Angeles serves regulars like Justin Timberlake, Halsey, and Kate Hudson. Square-jawed and with a skateboarder’s spirit, Marashi is something of a trade secret—but that stands to change with the recent launch of M Sonic, an intuitively designed electric toothbrush inspired in large part by patient requests. “They’d say, ‘Isn’t there anything better, anything nicer-looking?’ ” Marashi recalls. The result blends minimalism with high performance (at a fittingly luxurious $275). Its one-button interface pays homage to Apple’s original iPod, while the four settings provide a personalized approach. As for the bristles—brilliant white instead of green or blue—that design element was a suggestion from celebrity makeup artist Jillian Dempsey, a longtime patient. The toothbrush is an extension of the idea that the best work should go unnoticed. “If Mother Nature wouldn’t make them like that,” Marashi says of exaggerated, too-perfect teeth, “then why should I?”
Below, a set of new products that are redefining dental care.
