Have you ever considered the ingredients of toothpaste?
Fundamentally, it is a finely ground, mildly abrasive substance such as French chalk (or silica, etc), mixed with a pretty watery solution of perfume free soap, with which it forms a soft paste. Into this paste is added some saccharine sweetener (well it would be daft to use sugar, wouldn't it?), and possibly a spot of glycerine to keep it "moist". Add some flavour, like peppermint oil, and there you have it. Oh! Maybe add a mild anaesthetic for "sensitive" gums.
A litre of the stuff can be made for hardly any cost at all. Now look at the price of a 100 ml tube of toothpaste and ponder where the major cost exists. It's in the packaging and marketing! It's in fancy, easy flip lids, massive advertising campaigns and so on.
Then, one has "celebrity" toothpastes, with natural themes and exotic plant extracts included to entice the masses to pay "over the odds" extra.
Toothpaste isn't the only overpriced product, but it is a good role model for publicising how the world gets ripped off.