Twice a day we carry out the same old minty ritual—several up-and-down strokes, rinse and spit. If the experience is a bore, most of us shrug it off as the price for shiny whites. But now, a new crop of tubes aims to make your toothbrushing experience a little more lavish—and expensive.

With a combination of unique flavours and Instagram-friendly packaging, high-end toothpaste is here, and it’s garnering praise for getting people more involved with their gnashers, despite price tags that top out in the triple digits.

“If people love something, it’s hard to put a price on that,” Jessica Hilburg, associate professor of dental medicine at the Touro College of Dental Medicine, told Bloomberg. “If it makes them want to brush three times a day, then it is worth more.”

So, you may be more motivated to brush when you’re not cracking open a ho-hum tube of Colgate, but exactly how much can one expect to pay for this decadent mouth-freshening experience—and is it worth it? First, at the lower end of the spectrum, is beloved Italian brand Marvis: The luxury toothpaste, founded in 1958, has the adorable vintage-inspired packaging of yesteryear and comes in an array of mouthwatering flavours, like jasmine, cinnamon and licorice. It’s sold at Mr Porter and Sephora for around US$12 a tube. Next, there’s a high-end toothpaste championed by Lenny Kravitz which is available in two types: Early Bird (wintergreen and peppermint) and Twilight (peppermint with vanilla and lavender). A pack of two will set you back US$17.

Local brand Aesop’s sea buckthorn, cardamom and wasabi riffs come in at $15 a pop. Meanwhile, French brand Buly 1803—whose fluoride-free toothpaste comes in flavours such as apple, mint-coriander-cucumber and orange-ginger-clove—is sold through Net-a-Porter for US$29 per tube.