Oral care does not have to be boring. Whether it's an Ayurvedic-inspired tongue scraper or foaming mouthwash, the category has shifted to become part of a wellbeing routine rather than a twice daily chore.
While oral care today has been beautified, key players are taking notice of the surprise challenger category. Retailer Cult Beauty recently launched a dedicated section for all things mouth related and Violet Grey reported a 33% increase in oral care sales as a result of the pandemic.
From indie players to household staples, oral care has been a hub of activity for brands of all sizes.
Irish dentist-founded Spotlight Oral Care landed £10.2m investment this summer.
Meanwhile, personal care giants are in a race