"My maternal grandfather was a dentist. So, ever since I was little, I've been told to 'take good care of your teeth,' and I've always been careful about brushing my teeth," says Yoshimasa Hoshiba.



MARVIS , a dental care brand born in Florence, Italy, and beloved by Yoshimasa Hoshiba, editor-in-chief of FORZA STYLE and a fashion director, offers a wide variety of flavors and features modern, fashionable packaging, making it a popular gift.

This time, we asked Mr. Hoshiba himself about the appeal of MARVIS , which he describes as a "staple of the Hoshiba style."

Toothpaste that Italians love

I've been using MARVIS toothpaste for so long I've forgotten when I started. The first one I used was the red-packaged "Cinnamon Mint." The moment I start brushing my teeth, I'm reminded of my favorite cinnamon-flavored gum (laughs). Ever since I was captivated by the sweet and refreshing scent of cinnamon, I stock up on it whenever I go to Italy. It's also perfect as a souvenir, and I've gained quite a few MARVIS fans among my friends.

While most commercially available toothpastes are either sweet or minty, MARVIS offers unique flavors that blend several aromas, such as "Licorice Mint" and "Ginger Mint," which is another appealing aspect. The refreshing scent, especially "Jasmine Mint," is particularly popular with women.

Mouthwash 3024 yen Purchase here
Toothpaste: ¥1,944 each . Purchase here.

The packaging expresses the idea of "enjoying life."

MARVIS is a big fan of mouthwash in addition to toothpaste. The FORZA STYLE editorial team always keeps a bottle of it and uses it before going out or whenever they want a fresh breath. At first, I didn't know how to use it properly and just drank it straight, and I was surprised by how refreshing it was (laughs). Everyone should follow the instructions and dilute it four times before making it a habit. It's alcohol-free and contains herbs, xylitol, and propolis extract, so it keeps your breath fresh.

When I travel abroad and have free time, I often walk around the city to experience the local culture. When I see the streets of Italy, I think they are geniuses at "enjoying life." Not just with this MARVIS toothpaste with its unconventional packaging, but with clothes, food, cars, and so many other interesting things, which is probably why we are always so fascinated by Italy.

Favorite items I want to keep using forever

I'm very diligent about brushing my teeth. I brush as soon as I wake up in the morning, before going to bed, after meals, before meeting people—I'm definitely a toothbrushing fanatic. I always carry a MARVIS travel set in my pouch and brush my teeth often when I'm out and about. Brushing my teeth feels good, and it's great because it removes dirt and lets me enjoy my favorite flavor.


MARVIS is a standard for me, just like my navy cashmere jacket, mechanical watch, and basic white shirt. The fact that I've consistently worn and loved all of these items means I want to be surrounded by things I love.

Teeth are a barometer of health and beauty, and I definitely want to continue using MARVIS . How about a "Faint-inducing Flavor" supervised by Hoshiba, which is so delicious it might make you faint? (laughs)

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▶View MARVIS products at Isetan Online Store

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Photo: Natsuko Okada
Text: Makoto Kajii

*All prices include tax.

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