From basic hygiene to wellness routine: Oral care has received the skin care treatment

Whether it's toothbrushing, flossing or tongue scraping, oral care has undergone a wellness makeover bringing the personal care category in line with the skin care industry

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 . . .

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