Rarely should a hedgehog need a bath. And definately not a scrubbing with a toothbrush. When you bathe them, you remove the protective oils that keep their skin from drying out. A foot bath when needed is enough.
Just to clarify my opinion: They get full blown baths twice a year. I give them a once over with the toothbrush, which came to me highly recommended (as was the Aveeno wash) seeing as they don't get bathed regularly, and then get rinsed off right away and dried off very well. The water is never higher than the tops of their feet and my hedgies are more concerned with figuring out how to get out of bathtub than what's in the bathtub (which is another reason their baths are quick as well as few and far between). I am, however, super super super super cautious and ALWAYS have my eyes on the and at least one hand on them to make sure they don't put their heads anywhere near the water, be it with Aveeno soap or Aveeno oatmeal or just plain water.
Apparently, bath time, much like dinner time, is very debatable. Everyone does something different and only your best judgment and the info (especially the info from debates such as this) you get from various message boards about the subject can help you figure out what's best for YOU and YOUR hedgehog(s). If my hedgehogs DID have a habit of licking everything they came in contact with, then of course they would never be in a bathtub to begin with and I'd be searching for alternate ways of making sure that they're clean. But I know my hedgehogs and am very watchful of them, just like you will get to know your hedgehog's personality traits and be very mindful of what they're doing/going to do. That being said, I'm always keeping my eye out for better hedgehog cleaning/eating/heating/playing products, so I'm in no way swearing by the stuff, just offering my opinion as to what the verdict was from our first trial last night with an Aveeno product that was recommended to me by more than one hedgehog enthusiast. Take what you will from that information and the information posted by other experienced owners, because the best anyone can do for you is tell you of their experiences with something, be they good, bad, or indifferent.