“Oral beauty” might sound like marketing spin for Tom Haverford’s next H2Flow campaign, but dental hygiene brands are banking on it becoming the Next Big Thing in beauty. Where there was once only one trendy toothpaste brand (h/t to you, Marvis), a whole slew of new oral-care brands are emerging for the Glossier era.

Among them is Moon, a lifestyle “oral beauty” brand founded by Shaun Neff (the same guy behind Neff headwear) and created in partnership with Kendall Jenner. If Kendall Jenner, toothpaste ambassador, seems somewhat out of left field, it’s surprisingly not the first time she’s lent her expertise to the formulation of teeth-whitening products. Back in 2016, Jenner teamed up with Estée Lauder’s Estée Edit on a lip gloss made with blue undertones to make teeth appear whiter.

Moon picks up where Jenner left off with Esteé’s limited-run line. Everything is made, no shocker, for Instagram: the ingredients are vegan and paraben-free, the packaging is sleek and all-black, and its tagline reads #elevateyourroutine. “The oral care aesthetic is usually so bland and ugly in the supermarket aisles,” Neff tells Glamour. “Kendall says it the best, you want to keep this out on your counter and not hide it when your friends come over. That was the original idea with the design.”

We caught up with Jenner to talk more about toothpaste, her oral beauty routine, and to ask her some of our Big Beauty Questions.

Glamour: Why are white teeth important to you?

Kendall Jenner: People can tell a lot about you by your smile, and I think that your smile is really important. For me, specifically, I’ve always taken a lot of pride in oral beauty. You do it every morning and every night. So when Shaun came to me with the idea, it was almost a no-brainer, because it blends the health side of it and it makes it look so good on your shelf.

What does your ‘oral beauty’ routine consist of?

KJ: I brush, floss, and use mouthwash. I try to floss as much as I can, but I think my little floss sticks will help me do it more. And I take my whitening pen with me all over the place. I don’t use it every day, but I work a lot and travel a lot, so I use it when I feel like I need to. It’s usually in my bag.

Speaking of travel, since you’re on the go all the time, what city or country most influences your beauty?

KJ: Today my beauty look is a bit darker—especially with my eyes—but usually it’s light, fresh, and glowy. I take a lot of my inspiration from beaches and places like that. I’ve been to Greece a couple times and love that everyone is glowy and tan, just beautiful. And the south of France, too. I love beach life. Plus, I live in L.A., and we have Malibu.”

What’s one beauty rule you swear by?

KJ: I heard a long time ago that washing your face with cold water at night is really good because it closes your pores, so I try to wash my face with the coldest water possible. Weirdly, the water is always coldest in New York. I assume because it’s colder outside that the water just naturally comes out freezing. I love it. I don’t know about in the summertime, but definitely in the winter. It’s so cold I can barely even put my hands in it.

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