It started off with one post, then very quickly everyone on my Instagram feed was doing it. Once a private ritual, suddenly everyone was sharing pictures of them brushing their teeth. Only they weren’t using your bog-standard toothpaste, they were using something far more unusual – black stuff – then sharing a snap of their sooty smile.
Turns out that “black stuff” is actually activated charcoal and the beauty world can’t get enough of it right now.
It’s not exactly new – activated charcoal has been used in Chinese and Ayurvedic medicine for hundreds of years – but it’s only recently that its properties and benefits have been tapped for beauty purposes.
In a smoothie, in a face mask and in a toothpaste, it's the latest buzz word taking over your beauty cabinet. So why are people doing it and what does it do?