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Oral Care’s Makeover: Beauty Trends in Mouthwash and Toothpaste for 2024


Oral care is evolving beyond just maintaining hygiene into a ritualistic, indulgent experience that engages consumers. The growing focus on overall wellness and self-care presents an opportunity for beauty brands looking to expand into oral care. As consumers become more interested in the link between oral health and whole body health, they are seeking fresh approaches that make taking care of their teeth and gums feel like an elevated, multi-step skincare routine rather than a boring necessity. Brands that can provide innovative products with a focus on experience stand to benefit from this emerging trend of skinifying and indulging oral care. There is potential to boost health while creating personalized rituals that consumers look forward to.

Table of Contents:
1. Oral health as self-care
2. Luxe, multi-step routines
3. Sustainable innovations
4. Engaging Gen Z and alphas
5. Final words

Oral health as self-care

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Consumers are gaining a deeper understanding of how oral health impacts overall wellbeing. The mouth is home to millions of bacteria, and the balance of good and bad bacteria makes up the oral microbiome. When the microbiome is thrown off, it can negatively affect areas far beyond the mouth, including the gut, heart, and brain. With this knowledge, people are realizing that caring for their oral health is an important act of self-care with implications for whole body health.

Beyond just fighting plaque and cavities, consumers want products that proactively support the good bacteria for better long-term oral wellness. We are seeing innovations like toothpastes and mouthwashes that contain probiotics to add good bacteria. There is also growing interest in natural ingredients that have traditionally been used for oral health, like neem, clove, and myrrh. These signal a move away from harsh chemical ingredients.

The skinification of oral care is also driving growth in areas like oil pulling and gua sha tools for the mouth and jaw. Tools that provide a deeper clean by physically removing buildup hold appeal. As consumers take a spa-like approach to oral care, products that allow them to feel and see results will rise in popularity. Brands have an opportunity to boost efficacy while also providing pampering, multi-sensory experiences.

Luxe, multi-step routines

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Oral care is moving into the beauty space as consumers seek to elevate and indulge in their routines. Brands have an opportunity to make oral hygiene feel special rather than a chore. We see this with luxe ingredients like 24K gold, elegant packaging design, and positioning products as displayed objects.

Multi-step routines are rising in popularity as consumers treat oral care as an act of self-care rather than a daily necessity. This mimics the extensive Korean skincare regimens that have become popular. Brands can encourage a ritualistic mentality by providing products meant to be used together in a system, similar to skincare’s cleanse-tone-moisturize.

Mouthwashes with soothing and refreshing properties beyond just targeting germs present an opportunity to create enjoyment. Breath sprays allow for quick freshness between brushing. Teeth whiteners, especially ones formulated with naturals like charcoal, give consumers an aesthetic benefit. Even floss comes in luxury formats like silk.

There is room to get creative with formulations, textures, flavors, and scents – to make oral care something to savor rather than rush through. Packaging also matters, as products meant to be displayed on the counter allow consumers to think of oral care as part of their beauty routine. The key is balancing decadent sensorial experiences with oral health efficacy.

Sustainable innovations

oral care

Consumers want oral care solutions that are effective yet environmentally friendly. With single-use plastics like toothpaste tubes contributing to billions of pounds of waste annually, brands have significant room for improvement.

We are seeing innovations like toothpaste tablets that remove the need for packaging altogether. Bamboo handles on toothbrushes appeal to sustainability-focused consumers. Refillable floss containers reduce waste from single-use plastic floss picks.

Another eco-friendly approach is using naturally derived ingredients like neem and enzymes rather than synthetic chemicals with a larger carbon footprint. Products certified organic, vegan, or cruelty-free hold extra appeal.

oral care

Technology can also play a role in sustainability for oral care. App-connected electric toothbrushes provide personalized feedback to optimize brushing efficiency and product lifespan. Solar-powered chargers eliminate battery waste.

The key is ensuring sustainable products do not compromise on performance. Consumers want both ethical impact and oral health efficacy. Clever delivery formats like toothpaste bits or powders can reduce plastic while still delivering a thorough clean.

Oral care brands have a responsibility to rethink formulations, packaging, and life cycle to reduce their environmental footprint. Those that can appeal to eco-conscious consumers while maintaining function stand to attract brand loyalty.

Engaging Gen Z and Alphas

oral care

Younger generations like Gen Z and Alphas are a major focus for oral care brands. These digital native cohorts get much of their health information from social media platforms like TikTok and YouTube. We see popular handles dedicated to education around products, routines, and conditions like orthodontics.

While social platforms provide information, there is also opportunity for misinformation without proper guidance. Brands that team up with credible influencers to share advice can earn trust. Creating fun, engaging content is key, as this audience sees oral care as part of a beauty routine for self-expression.

Collaborations with music artists, gamers, and other talents popular with Gen Z and Alphas gain attention over traditional healthcare endorsements. Brands embracing niche subcultures gain authenticity. Product formats like charcoal whitening powders appeal to DIY, experiential preferences.

The key is making oral health relatable and approachable. Brands willing to meet younger generations where they are – on social media and with products suited for short attention spans – will connect best. There is room to boost care while nurturing a sense of creativity and individuality.

oral care

Final words

Today’s oral care landscape provides opportunities for beauty brands seeking a new avenue for growth and engagement. By providing education alongside indulgent, eco-friendly products, companies can elevate dental care into a rewarding self-care ritual. With understanding and nuance, oral hygiene can become as addictive as skin care for consumers focused on total wellness and youthful self-expression. Brands that embrace this total body and planet mentality will shape the future routine.

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