Oral care blends aesthetics, sensoriality and tech in premiumization wave

Oral care is receiving a makeover as the industry premiumizes and personalizes the segment through Gen Z-tailored launches and dental care that doubles as aesthetic procedures. The segment is garnering attention from personal care industry players for its whitespace in innovation, consumer appeal, and anti-aging applications as brands move to premiumize.

Colgate-Palmolive is appealing to Gen-Z sensoriality trends in oral care through the launch of its subsidiary hello’s Whipped Toothpaste line. The line aims to appeal to the generation’s self-expression and identity-driven consumption choices while delivering efficacy.

Meanwhile, dental clinics are tackling anti-aging demands while treating temporomandibular joint disorders (TMJ) through muscle activation technologies. Icon Dental Studio in Chicago, US, is offering Emface, an FDA-cleared noninvasive treatment that is said to tone facial appearance while treating TMJ symptoms.

Laser technology is also emerging as a gentler method for treating gum disease, as it allows dental professionals higher precision and accuracy, and increases patient comfort. 

Oral care for Gen Z

Colgate-Palmolive’s hello oral care brand is vegan, cruelty-free, and appeals to rising demands for natural personal care from younger generations. The brand states that Gen Z is interested in “brands that speak their language and promise joyfulWhipped Toothpaste brings skin care-inspired textures to oral care for Gen Z. experiences.”

The consumer goods conglomerate states that Gen Z is rapidly becoming the most influential consumer group, and that its spending power is expected to grow to US$12 trillion by 2030, dictating product innovation with their preferences. 

With its Whipped Toothpaste collection, the brand is aiming to appeal to the generation’s demands for sensory, expressive, and aesthetic basic care products. The line touts unique packaging, foaming texture, and novel flavors.

The packaging is designed to look “intentional” both in brick-and-mortar stores and on social media platforms. The tubes also feature a star-shaped nozzle to deliver a unique swirl. The brand explains that hello Whipped pays special attention to its online presence to appeal to the digital native generation.

“The key thing with product design right now is to make sure it has elements that can be amplified and dramatized in social content,” says Jennifer Vasold-Singh, senior director of Growth & Innovation at Colgate-Palmolive.

The line was piloted on TikTok shop, which offered limited-time giveaways, merchandise, and product kits. The initiative helped connect the brand with Gen Z while gaining real-time feedback on which products people wanted to buy together.

The launch is aligned with the “skinification” trend in oral care. “A lot of analogies come from skin care, where a moisturizer feels delicate and so good to the touch,” says Juhi Solanki, Director of Global People Centric Packaging Innovation at Colgate-Palmolive. She explains that the line was designed to replicate the attention to sensoriality in skin care in the mouth.

Colgate-Palmolive has been increasing its Gen Z appeal in various arenas. Personal Care Insights recently interviewed the company on its limited podcast series, Serving Smiles. The podcast shares fact-based personal care information to Gen Z consumers, giving them the transparency they’ve been demanding.

Anti-aging through oral care

Icon Dental Studio is approaching oral care from a multifunctional perspective by providing oral wellness treatments that encompass aesthetic results. Emface is a noninvasive treatment alternative for TMJ disorders, which can cause jaw pain, headaches, clenching, difficulty chewing, and chronic facial tension.New dental technologies are combining oral health with aesthetic benefits. 

TMJs are often treated with injectables, which provide temporary relief through muscle relaxation. Emface is said to offer solutions to TMJs by improving muscle function and relieving discomfort. The studio is also introducing Exion, an ultrasound treatment that encourages dermal collagen production, improving the appearance of fine lines and producing hyaluronic acid.

Icon Dental’s offerings are part of a growing trend in which oral care practices are addressing demands to produce in-office aesthetic results through dental care. 

“Many patients come to us because they’re struggling with jaw pain, teeth grinding, or chronic facial tension,” says Dr. Pratiti Gandhi, founder of Icon Dental Studio. “Emface gives us a way to help with TMJ symptoms while also naturally lifting and toning the face, and it does all this without needles. It’s a great example of how modern dentistry can support overall head and neck health — not just healthy teeth.”

According to Icon Dental, Emface, which is sometimes called a “noninvasive facelift,” uses radiofrequency and muscle stimulation to firm skin, soften wrinkles, and tone the muscles of the face. Exion functions in tandem with Emface, using radiofrequency and ultrasound to boost the skin’s self-repair.

Laser tech for oral care

Technological developments are helping fine-tune the oral care sector. While brands work for products with higher efficacy to prevent gum disease, the dental sector is also tapping tech to improve oral care when disease occurs. 

While traditional treatments for gum disease usually feature surgical intervention, laser treatment of periodontal infections utilize focused light energy to remove infected tissue and bacteria while preserving healthy gum structure. The method offers a minimally invasive approach to treating periodontal diseases, which develop when bacteria accumulate below the gumline and lead to inflammation.

According to a study published by the Journal of Clinical Medicine, laser technology is said to address periodontal pockets more effectively than mechanical tools in treatment.

The method is touted for its minimally invasive approach that delivers higher efficacy than surgical interventions, which can pose limitations such as longer healing times and higher damage rates to surrounding tissue.