Sometimes, in order to get clean, you have to get a little dirty. This is a concept that humanity has known for thousands of years with our long history of mud baths.

But it’s not just about mud anymore. Most recently, the trendy new get-dirty-to-get-clean ingredient is activated charcoal, which has been making its way into skin- and hair-care products.

In particular, young women – Millennials – have been appreciating the benefits of activated charcoal within the past year or two. Now we’re starting to see the ingredient gain ground for women in their 30s, 40s and 50s, as well as men with an active lifestyle, who stand to benefit from a deep and thorough cleansing.

Activated coal has even made its way into toothpaste. Europe’s Curaprox offers cutting-edge dental wellness products, one of which is called Black Is White. The toothpaste has co-opted activated coal and, as with other beautifying products, is starting to gain ground among the same demographics of the United States.

Activated charcoal in toothpaste has been a beneficial selling point among Millennials and others. It’s natural in two important ways. The activated charcoal whitening toothpaste removes discoloration using activated carbon without abrading or bleaching. Black Is White, which can be used as any other toothpaste, has no SLS, no triclosan and no bleaching agents.

Many younger folks enjoy the all-natural ingredient; we’ve raised a generation of people who do not like too much artificiality in their products. And, they do not like to come off artificial, either. After about a week or two of use, the activated charcoal helps your teeth look a natural white and not the super-bright, artificial white offered by bleaching products, which can damage one’s enamel.

Many Millennials were brought up in a do-it-yourself mentality. They were the first generation to be raised with access to the internet, a treasure trove of information that explains to people exactly how things work, enabling them to experiment with raw ingredients. Millennials, and many others who enjoy outside-the-box thinking, have learned to appreciate the raw elements of products they use.

About the Author: Patrice N. Le Maire is the founder and president of Eurochoc Swiss Imports. He has decades of experience working with major global brands, including as marketing director of Procter & Gamble and as president of The Hershey Company’s international division.