Reese’s is officially entering the oral care chat.
In a collaboration that feels tailor-made for the internet age, the candy brand owned by The Hershey Company has teamed up with Australian toothpaste company Hismile to launch a limited-edition peanut butter cup–flavored toothpaste — and social media is brushing up on opinions.
The new flavor is designed to replicate the signature chocolate-and-peanut-butter taste of a Reese’s Peanut Butter Cup — minus the sugar. Sold in 3.5 oz (100g) tubes, the toothpaste is currently available exclusively in Australia and New Zealand through Hismile’s website. Bundles range from roughly $18.40 USD for a three-pack to $27.59 USD for a five-pack, based on currency conversion.
The packaging leans fully into Reese’s unmistakable aesthetic, featuring bright orange branding, the candy’s classic logo and a stylized toothbrush topped with chocolate-hued paste. Hismile is also spotlighting its clean-ingredient credentials: the formula is sugar-free, cruelty-free and vegan-friendly, and made without SLS (sodium lauryl sulfate) or PEGs (polyethylene glycols). It includes fluoride for cavity protection, keeping the product firmly in the oral care lane despite its dessert-inspired twist.
The announcement quickly racked up million views within hours of posting, with fans flooding the comments section. Some joked that brushing with Reese’s-flavored paste might blur the line between bedtime routine and snack time, while others playfully questioned whether candy-flavored toothpaste was “dentist approved.” A wave of U.S.-based fans also chimed in to lament that the limited-edition drop isn’t currently available stateside.
The collab fits squarely within Hismile’s broader strategy of turning toothpaste into a lifestyle product. The brand has built a following around unconventional flavors like red velvet, donut and cotton candy, positioning brushing less as a chore and more as a customizable experience.
For Reese’s, the move marks another unexpected brand extension — one that swaps candy aisles for bathroom sinks while still leaning on the nostalgia factor that has kept the peanut butter cup a fan favorite for decades.
Whether it’s a fleeting novelty or the beginning of a broader flavor expansion remains to be seen. For now, fans in Australia and New Zealand can indulge — at least twice a day.
