There are certain things you expect to find in your Christmas stocking. Chocolate, socks, perhaps a bottle of something nice if you’ve been particularly good. Toothpaste, on the other hand, has traditionally been the sort of present that suggests someone has either run out of ideas or is trying to tell you something.
But British oral-care brand Waken is hoping to change that, and judging by its latest Christmas collection, it’s taking the whole business of brushing your teeth rather seriously.
Well, sort of. There’s a Christmas cracker filled with toothpaste, so clearly someone in the office has a sense of humour.
A Bit More Than Minty Fresh Breath
Waken was founded in London in 2019 by Rhodri Ferrier and Simon Duffy, the people behind Bulldog Skincare. If you’re familiar with Bulldog, you’ll know it helped make men’s skincare a bit more accessible, without requiring a degree in dermatology to understand what you’re putting on your face.
Waken is attempting something similar with oral care, taking products we’ve been buying on autopilot for years and giving them a more considered look.
And it’s doing rather well. According to the company, more than 5.6 million Waken products have been sold, with the range now stocked in over 1,350 UK stores, including Boots, Tesco, Sainsbury’s and Waitrose.
Not bad for a brand that’s only been around since 2019.
The packaging is certainly a departure from the usual toothpaste aisle, where everything seems to come in various shades of blue and promises to make your teeth whiter than a Hollywood film star’s.
Waken has gone for something a little more understated, with products that wouldn’t look out of place alongside your expensive skincare bottles.
Rylan Has Entered the Bathroom
One of the more unexpected names involved with Waken is Rylan Clark, who has joined the company as an investor and Creative Director.
Given that Rylan is probably one of the most recognisable smiles on British television, it’s not exactly a surprising partnership.
His unofficial title is apparently Head of Teeth, which is quite possibly the best job title I’ve heard this year.
Beyond the celebrity involvement, Waken has put some thought into what’s actually inside its products. The brand offers SLS-free toothpastes and alcohol-free mouthwashes, while its whitening range uses plant enzymes rather than peroxide.
There’s also an effort to reduce packaging waste, with mouthwash bottles made from recycled plastic.
Of course, attractive packaging and a famous face are all very well, but when it comes to toothpaste, the important thing is whether it does the job. A decent fluoride toothpaste and regular brushing are still the essentials, however stylish the tube happens to be.
Christmas Presents for People Who Have Everything
Which brings us back to the Christmas collection.
The Sonic Smile Washbag (£40)
is probably the more conventional gift of the two, although I’m not sure we’ve ever reached a point where an electric toothbrush could be described as particularly conventional Christmas shopping.
Inside the washbag you’ll find a graphite grey sonic toothbrush, full-size whitening toothpaste, travel-size toothpaste and mouthwash.
It’s a fairly practical collection, particularly for someone who travels regularly or could do with replacing the toothbrush they’ve been using for considerably longer than they should admit.
Then there’s the Whitening Toothpaste Cracker (£8)
Yes, an actual Christmas cracker containing a full-size tube of whitening toothpaste.
It’s a slightly ridiculous idea, but I rather like it. At eight pounds, it’s an affordable stocking filler or an amusing addition to the Christmas table. Whether it will replace the traditional paper hat and terrible joke remains to be seen.
Both gifts are launching in around 180 Sainsbury’s stores and will also be available online.
What About the Everyday Stuff?
Away from the Christmas range, Waken’s Whitening Mouthwash (£6) is one of its biggest sellers, with the company reporting more than a million bottles sold.
There’s also the graphite grey sonic toothbrush available separately, along with the wider toothpaste and mouthwash collection.
What appeals to me about Waken is that it’s taken something fairly mundane and tried to make it a little more interesting. Nobody really gets excited about buying mouthwash, but there’s no reason the bottle has to look like something you’d find in a dentist’s waiting room in 1987.
Whether you need designer-looking toothpaste is another question entirely.
Still, if you’re struggling to find something for the person who already owns every gadget imaginable, a decent electric toothbrush might be more useful than another novelty mug.
And if you do decide to give someone toothpaste for Christmas, perhaps make sure they understand it’s a gift rather than a hint.
Find out more at Waken.