Billionaires are reportedly paying $4,000 for a titanium toothbrush

If you’ve ever dreamt of brushing your teeth with a gold toothbrush, a titanium toothbrush is probably the next best thing. Retailing for $4,200 (Rs 2.5 lakh approx), the Reinast Luxury Toothbrush is the most expensive toothbrush on earth. And it’s not even electric.

So what makes it so special? The company claims that its design, durability and specially trademarked anti-bacterial coating make it worth the hefty price tag.

This is not the type of toothbrush you would throw away either. Instead, the bristle head detaches from the metal base so you can ditch it and replace it.

The brush comes with a free three-year service plan of new bristle heads every six months (a service that is “naturally at no charge”, according to the website). After that the plans get a bit more expensive: $400 (Rs 24,533) for five years.

“The type of client we have in mind and are currently selling to are those with an incredibly high net-worth,” said CTO Dr Djorde Djokovic. “It’s for people who can spend this amount of money on a product they deem beautiful. And one that doesn’t exist on the market elsewhere."

And it turns out, some billionaires are willing to shell out $4,200 on a toothbrush. Djokovic said that at least one Middle Eastern sultan gives them out as gifts. And for those billionaires who don’t prefer the taste of metal in their mouths, Reinast also offers “bumpers” to cover the brush end of the tool for that familiar plasticky feel.