Why the oral microbiome is the next focus for probiotic brands

This article was published in The Cosmetics Business Supplements Trend Report. Receive your copy here

Compared to the likes of #PerfumeTok and #HairTok, #TeethTok may be a less obvious beauty and wellness trend, but with 1.1 billion views on TikTok, it is clear that people are increasingly interested in oral health education.

Experts say this is because people are becoming more aware of the connection between oral health and overall health.

After growing awareness of both the gut and skin microbiome, the oral microbiome is becoming the next focus for both brands and consumers.

Holland & Barrett’s The Wellness Trends Report 2025 notes: “In 2025, interest is shifting beyond the gut to the microbiome in the mouth.

“It is the second most diverse microbial community in the body, harbouring over 700 species of bacteria. As with gut health, diversity and balance is the key.

“When the oral microbiome is in dysbiosis, it can lead to disease-promoting bacteria in the mouth as well as unwanted gum conditions.

“But a well-balanced mouth microbiome supports brain health, gut health, metabolic health and immunity.”

The oral care industry has already been influenced by the ‘skinification’ trend, as a rise in new products formulated with hero skin care ingredients such as hyaluronic acid have gone mainstream, and textures like serums entered gum and enamel care.

But now more brands are launching supplements formulated with probiotics to support the microbiome in the mouth, for both oral health and wider health and wellbeing.

Matthew Oster, Head of Health and Beauty at Euromonitor International tells Cosmetics Business: “Oral care-positioned supplements are a nascent but growing topic, with probiotics marketed for the oral microbiome gaining popularity.”