Euthymol Toothpaste | Cult-Favourite European Toothpaste

From the Strategist (New York Magazine's product reviews site): Officially distributed in the U.K. by Johnson & Johnson, Euthymol has no web presence aside from a Facebook group called “Fans of Euthymol.” A few years ago, the company’s brief discontinuation of Euthymol actually caused a run as panicked Euthymol lovers started buying it off of the online black market. Even its Facebook fans (I’m a member, obviously) don’t know much about the toothpaste’s provenance — that it’s been around since the late 1800s is pretty much all anyone can figure out. Euthymol is touted as “naturally antiseptic,” and the thymol — a compound derived from thyme — responsible for those properties also gives it a flavor that I love and many people on the internet hate. Some Amazon reviewers have compared it to Pepto-Bismol, though I think that’s on account of the fact that Euthymol, like Pepto, is bright pink. More on the mark are the people who compare it to root beer, and indeed, there is something pleasingly herbal medicine–y about it: Like if Fernet Branca were spiked with the most delicate whisper of spearmint.