Pr Jean Bernard Ermelin (FR)

For decades, toothpaste marketing has promised miracle whitening, enamel protection, and minty “health” in a tube. But behind the shiny ads lies a stranger truth: most formulas still rely on outdated ideas that ignore everything modern science knows about enamel, microbiomes, and natural actives like charcoal, cinnamon, and clove. This John Oliver–style investigation cuts through the marketing fog and exposes the real story of what’s happening in your mouth — and why the oral care industry hopes