A fascinating recent trend within beauty has been the premiumisation of what some would consider to be some of the industry’s least sexy categories.
Whether it is new scalp care innovations or a boom in popularity for supplements, consumer demand for a better pedigree of wellness products is clear.
And now it is oral care’s turn for a glow-up.
From tooth polishers and stain-away sprays, far more investment is being poured into elevating one of life’s more mundane tasks.
All of this is pushing the global oral care market to reach an estimated US$54.7bn in 2025, according to research by Statista.
But how did the segment catch the eye of some of the industry’s biggest players, and what does the future hold for beauty’s new fascination with oral hygiene?
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