Oral Care Steals the Show at Collina Strada's NYFW Finale
Evenmouth brushed models' teeth with DuoBiotic Toothpaste before Collina Strada's NYFW show, while Mara Beauty's Pearl Peptide Glaze delivered glass skin against grunge eyes and punk mohawks.
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The takeaway
- Evenmouth founder Dr. Eve Lofthus prepped models' teeth with DuoBiotic Toothpaste and MultiBiotic Dental Drops at Collina Strada's spring/summer 2027 show.
- Lead makeup artist Francelle Daly used Mara Beauty's Pearl Peptide Glaze for a glass-skin base contrasted against grunge eye looks.
- Hair stylist Eugene Souleiman created four Ceremonia-styled looks inspired by A Knight's Tale, reinterpreted through punk and New Wave references.
Dental care took center stage backstage at Collina Strada's spring/summer 2027 show—the most unexpected prep step of New York Fashion Week's closing day. Oral care brand Evenmouth, founded by dentist Dr. Eve Lofthus, treated every model's teeth before the runway.
"We used the DuoBiotic Toothpaste to prep and brush the models' mouths and teeth, then finished with the MultiBiotic Dental Drops right before they walked," Dr. Lofthus told ELLE.com. The polished smiles carried the show's finale: models skipped and raced down the runway with gleaming teeth during Carly Rae Jepsen's surprise closing performance.
"Between early call times, coffee, and a long day backstage, we wanted everyone to feel fresh and have healthy smiles so they could express themselves confidently on the runway," Lofthus explained.
The show took place at Storm King Art Center in New Windsor, roughly an hour outside Manhattan, where wildflower fields and outdoor sculptures framed a collection built on soft pastels—butter yellow and lavender—in tulle, lace, ruching, and floor-sweeping capes.
Glass Skin Against Grunge
Mara Beauty handled skin prep, and its Pearl Peptide Glaze delivered the collection's signature glassy finish. "The Glaze is essential for our pearlescent Collina Strada glass skin. It hydrates, treats, and primes the skin, [making for] the perfect glowy base for foundation," said lead makeup artist Francelle Daly.
The immaculate complexions served as deliberate contrast to the show's undone aesthetic. "There is a fairy tale indie sleaze vibe with the hair, makeup, and clothes, and the skin is immaculate and ethereal against the grunge eye looks," Daly said.
Punk Mohawks Inspired by A Knight's Tale
Hair stylist Eugene Souleiman built four distinct looks using Ceremonia products, drawing on an unlikely reference point. "The starting point for the hair this season was A Knight's Tale—both the iconic film and the Renaissance imagery of knights—but reinterpreted through a punk and New Wave lens, with references ranging from mohawks and spikes to A Flock of Seagulls," he told ELLE.com.
The styles ranged from backcombed beehives to wild textured waves sculpted into partial mohawks, some finished with headpieces. "We created four distinct looks, loosely based around traditional and double mohawks, braids and contrasting textures, incorporating deadstock fabric from the Collina Strada atelier into the constructions," Souleiman explained.
His product kit included Ceremonia's Pequi Styling Gel for slicked-back styles, Guava Gloss Drops for shine, and Guava Leave-In Conditioner to prep and moisturize hair before braiding.
The show signals where backstage beauty is heading: full-body prep that extends to teeth, positioned as essential as skin and hair for the camera-close runway. Expect oral care brands to keep pushing for space in fashion week kits.
Source: Elle Beauty; Source: evenmouth.com
Daniel Okafor
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News editor covering business strategy at Eurasian Beauty Journal.
