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.”
Boka Well's new probiotic products are desgined to enhance both oral and gut health
Indeed, Sarah Mountcastle, Vice President of Brand at personal care brand Boka says that consumer interest in probiotics and natural health solutions has been rising, as evidenced by the projected +152.8% year-on-year growth in the use of the term ‘oral microbiome,’ according to Spate.
“Consumers are interested in products that work from within, complementing their brushing and flossing routines with ingredients that support the oral microbiome, reduce inflammation, and promote long-term gum and breath health,” says Mountcastle.
She adds: “This demand reflects a shift toward a more integrative approach to self care, where oral wellness plays a key role.
“People are beginning to recognise the mouth as a gateway to the digestive system, which is why we’ve prioritised creating products that improve oral health and integrate seamlessly into everyday routines.”
The company’s recently launched new franchise, Boka Well, and its debut of two pre and probiotic supplements, Vital Bite Pre + Probiotic Tablets and Pro Stix Pre + Probiotic Powder are designed to “set a new standard and help to redefine what oral wellness can mean in the context of supplements,” says Mountcastle.
Boka Well’s new supplements are designed to support beneficial bacteria for gut health and immunity, as well as long-lasting good breath, combining ingredients including Streptococcus salivarius K12 (providing 1 billion CFU), inulin, vitamins D, E, K and chamomile.
The Viral Bite chewable priobiotic tablets come in a peppermint flavour and the Pro Stix powder, which is poured into the mouth with no need for water, has a lavender lemonade flavour and is designed to be a fun, candy-inspired, on-the-go dose of probiotics that is more enjoyable compared to traditional pills or tinctures.
Luv Biotics' dental lozenges contain probiotics to promote the growth of beneficial bacteria
While this is still an emerging market, it is being explored by brands including Luv Biotics with its Advanced Dental Hygiene Lozenges.
These include lactobacillus probiotics to help restore balance of the oral flora, with aloe vera to help control cavity causing bacteria.
Vinatura’s oral probiotic mint chewables incorporate three probiotic strains, Lactobacillus Acidophilus, Lactobacillus Plantarum, and Lactobacillus Reuteri that it says are recognised for supporting the oral microbiome and help in reducing bad breath.
SuperTeeth’s Dental Probiotics, meanwhile, are tablets that dissolve in the mouth for use after brushing and flossing.
Containing Streptococcus salivarius M18, Lactobacillus reuteri, Lactobacillus paracasei, xylitol and chicory root inulin prebiotic, they are available in mint and strawberry flavours designed to help stop bad breath at its source, and support for healthy teeth and gums.
And Biocidin Botanicals launched oral probiotic Dentalflora at the beginning of 2024, which is formulated with a proprietary blend of four targeted probiotics, including evidence-based BLIS M18, at researched levels, to promote healthy teeth, gums and fresh breath by populating the mouth with beneficial bacteria.
More scientific research that supports how certain probiotics can impact oral health is needed.
But a study in a literature review thesis from the University of Connecticut found that both Streptococcus salivarius strains M18 and K12 have been proven to be effective in reducing levels of gingival inflammation and plaque, with K12 also effectively reducing the bacterial growth associated with halitosis.
After a week of using K12 probiotic lozenges, 85% of participants in the study showed a significant reduction in volatile sulfur compounds, one of the main causes of halitosis.
Fresh appeal
Products with ingredients such as probiotics, vitamins and minerals designed to support gum health, balance oral microbiota, and strengthen enamel, align with the growing consumer demand for functional, science-backed solutions, so are “resonating particularly well”, says Dr Mahsa Nejati, founder of new oral care range Mahsa.
“The timing of this emergence can also be linked to technological advancements and ingredient innovation. Improved formulations and delivery mechanisms, such as chewables, lozenges, and oral sprays, make these products both effective and user-friendly, enhancing their appeal,” she explains.
Mahsa’s range includes the new Reinous Amber Sea Moss Anti-Oxidant & Boost Immunity Supplement that claims to boost oral hygiene and halt bacterial growth through the use of sea moss, an ingredient that has become particularly buzzy both in skin care and gut health.
Mahsa's new Resinous Amber gummies include sea moss for its probiotic-like properties
Nejati says: “Sea moss contains antimicrobial compounds like sulfated polysaccharides that help inhibit the growth of harmful oral bacteria linked to tooth decay and gum disease.
“Additionally, its probiotic-like properties support a balanced oral microbiome, promoting healthier gums and fresher breath.
“Sea moss also boosts immunity, aiding the body in fighting harmful bacteria in the mouth.
“With its rich mineral content, including calcium and iodine, it supports enamel strength and overall oral health, making it a promising ingredient for oral wellness supplements.”
For many consumers, however, the idea of using supplements to enhance oral health is still new.
Nejati says: “Educating consumers about the science behind these products – such as how probiotics can balance oral microbiota, or how specific vitamins and minerals support gum health and strengthen enamel is crucial.
“This education should also emphasise the complementary nature of supplements, positioning them as a way to enhance, rather than replace, existing oral care routines.”
“There will definitely be a need for education to help consumers understand how supplements can complement traditional dental care products like toothpaste and floss,” agrees Mountcastle.
“Since supplements aren’t typically part of an oral care routine, there’s an opportunity to inform people about their unique benefits.”
Focusing on the systemic benefits of improved oral health, such as its links to heart health and immunity, can also help build awareness of the broader importance of oral wellness, says Nejati.
“By fostering consumer trust and understanding, the supplements industry can bridge the gap between traditional dental care products and innovative oral wellness solutions.”
With interest in the mouth microbiome expected to take off in 2025, it seems that the supplements industry has something new to smile about.
