Ironically, or perhaps because of the decreased rate at which we’re all going to the dentist, there has been a simultaneous uptick in at-home oral care brands that are looking to bridge the gap between humdrum maintenance and self-care. “I call it elevating your routine,” says Shaun Neff, the serial entrepreneur behind Beach House Group, which has successfully helped build Pattern Beauty with Tracee Ellis Ross, Florence by Mills with Milly Bobby Brown, and Moon, an Instagram-worthy oral care brand created in collaboration with Kendall Jenner. “Oral care is a category that is trust-driven,” Neff says, noting that it was important for him to partner with accredited dentists and hygienists when conceiving Moon two years ago.
“I can’t prove this, but when I was locked up in my house for three months earlier this year, I ate stuff that I never normally eat, and eating snacks—whether it’s carbs, or sweets—can definitely add to the build-up of bacteria that sits on your teeth.” More likely, though, he says, that grungy, filmy feeling is due to so many of us putting off regular cleanings, even as dental offices began reopening.
“But there was nothing on the market that was not only efficacious, but that looked beautiful on your shelf,” he continues—which has become increasingly important in these days of organizing (and reorganizing) your #shelfie. Moon’s on-the-go Teeth Whitening Pen, which Jenner fronts—and which “looks rad,” says Neff—has been the brand’s bestseller during the pandemic, offering easy, pre-Zoom touch-ups. But the brand’s splashiest launch arrived in October when Moon collaborated with streetwear designer Heron Preston on a toothpaste that lathered into an orange foam, Preston’s signature color. It arrived in limited quantities on the sneakerhead site StockX.com and promptly sold out. “We saw stuff on eBay that night for $90,” reports Neff. “There is not one other oral care player in the world that’s going to do a collab like this.”
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