Salt Oral Care: The Birkin of Toothbrushes
Do you remember the time when a hairdryer was just another tool on your dressing table? The era when your handwash was nameless, living in a nice-looking glass dispenser that you refilled monthly, sometimes with lavender, other times jasmine, just depending on what you found at the market? Those were the good old days, well before curation went from Pinterest boards to our bathroom shelf aesthetic.
Lately, this desire to reinvent the everyday with a dash of luxury has reached the only part of our grooming regimen that remained blissfully dull and forgotten. Hold that two-for-one pack of Colgate, because bougie, aesthetic dental care has well and truly arrived. And Salt Oral Care is leading the charge.
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The Problem: Patanjali Doesn't Photograph Well
We exist in a world where everyone is making content - filming themselves and the products they surround themselves with. A red or blue pepsodent doesn't quite cut it next to your aesthetic skincare and serums.
In an age where looks matter and vanity is rife in our daily lives, our Pepsodents and Colgates don't cut it. Brands today have a choice: follow suit or change the game.
The result? India's answer to the Aesop-ification of oral care, complete with aluminium tubes, textured glass bottles, and mouthwashes that sound like something you'd find on a fancy bar menu.
It would be remiss not to mention Perfora, the oral care brand that ushered in the wave of electric toothbrushes, personalization, and made oral care cool again in India. But Salt has offered a layer of premiumization that hasn't existed in the category before.
Marvis, Aesop and other brands in the west led the way with premium and flavored toothpastes like cinnamon, matcha, and charcoal, offering both form and function.
