The global revenue for the oral care market in 2025 is estimated to be $54.79 billion and forecast to grow at a CAGR of 2.74% over the next five years.
While it has always been a profitable category, oral care has witnessed less innovation and disruption in comparison to skin care or hair care.
Consumer awareness of oral care, however, is at a high thanks to the rise of the #TeethTok hashtag, which has over one billion views on TikTok.
The increased emphasis on holistic health, beauty and wellness and the ever-growing focus on the microbiome is also helping to fuel innovation in oral care.
Previously, microbiome science has been predominantly centered around the gut, followed by the skin and scalp microbiome, but in recent years this has been edging into oral microbiome.
As such, dental probiotics are becoming a new trend that spans the personal care and nutraceuticals industries.
When UK health, beauty and wellness retailer Holland & Barrett released its Wellness Trends Report for 2025, it stated that in 2025, consumer interest would “shift beyond the gut to the microbiome in the mouth.”
The company referred to research that stated that the oral microbiome is the second most diverse microbial community in the body, harboring over 700 species of bacteria.
“As with gut health, diversity and balance is the key,” it noted.
“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.”
Some oral bacteria linked to memory loss and dementia
Another emerging area of research suggests that oral health could play a role in brain health.
New research published in PNAS Nexus examined a link between mouth bacteria and neurodegeneration and suggested that the bacteria in our mouths may influence cognitive function as we age.
In this study, researchers analyzed the oral microbiome of 115 individuals, including 55 with mild cognitive impairment.
Some of the study’s subjects carried the apolipoprotein E4 (APOE4) allele, which is linked to an increased risk of cognitive decline and Alzheimer’s disease.
In the mild cognitive impairment group, a higher abundance of Neisseria bacteria was associated with better executive function and visual attention, so for healthy individuals, Neisseria was linked to stronger working memory.
Meanwhile, the presence of Porphyromonas bacteria was a key predictor of mild cognitive impairment, and Prevotella intermedia bacteria was linked to having APOE4-carrier status.
Some bacterial species have been identified as potentially more harmful than others, and some of these microbes may play a role in memory loss and dementia.
The researchers noted that diet influences the oral microbiome, with nitrate-rich diets, such as the Mediterranean diet, able to support bacteria that are beneficial for cognitive function.
Innovation in the oral care category
New product development within microbiome-based oral care has grown in recent years.
French microbiome skin care brand Gallinée was a trailblazer when it launched a prebiotic toothpaste in 2021. The formula is enriched with prebiotics and xylitol to gently cleanse the teeth and support the oral microbiome.
There is also an emergence of dentist-led brands, a trend similar to the rise in popularity of dermatologist-led brands in skin care.
One such brand is Fygg, cofounded by U.S.-based dentist Mark Burhenne. The products are designed to support the oral microbiome and offer a safer alternative to fluoride. Instead, they are “powered by nanohydroxyapatite for advanced dental care.”
Oral care innovations are now becoming increasingly personalized too. For example, MyBiotics' new toothpaste and gel products involve customers taking Viome’s at-home test, which analyses individual saliva to measure the unique activity of oral microbes and determine how they may be contributing to bad breath, gum inflammation, cavities and other common oral health concerns.
Viome then maps each user’s activity to specific prebiotics, postbiotics, polyphenols and other ingredients. The formula is meant to work synergistically, day and night, to support oral microbes and keep the mouth healthy and resilient.
The daytime product, Sunrise Cleanse & Restore Gel is a topical toothpaste that removes plaque and forms a protective barrier that repels bacteria and prevents new plaque from attaching to teeth.
The Nightly Nourish & Protect Toothpaste is an supplement that “contains both oral and full-body health benefits when ingested,” according to the brand.
It includes each user’s personalized formula, complete with prebiotics, postbiotics and other evidence-based ingredients “designed to address their test’s Oral Health Scores.”
Edward Zuckerberg, chief dental officer a MyBiotics explained that the innovation works by “transforming your oral microbes into beneficial allies for your overall health.”
“These benefits are crucial because they improve oral hygiene and enhance overall health by reducing the risk of systemic diseases linked to oral health issues,” he said.
Mouthwash ripe for innovation and premiumization
Along with toothpaste, mouthwash is another product that could be better aligned with the health and balance of the oral microbiome
This is reflected in the increased innovation in a space where there have long been concerns about the impact that some of these products could have on oral health.
For example, researchers in Belgium found that alcohol-based mouthwash may increase the risk of developing health problems such as gum disease and some cancers, including colorectal cancer.
A study conducted at the Institute of Tropical Medicine in Antwerp and published in the Journal of Medical Microbiology found a significant difference in the composition and number of bacteria in the people’s oral microbiome after they had used an alcohol-based antibacterial mouthwash compared to a mouthwash placebo.
Participants used each of the mouthwashes every day for three months and reported that two opportunistic bacteria species were in abundance after using the alcohol-based mouthwash. These were Fusobacterium nucleatum and Streptococcus anginosus, which have been linked to several diseases, including gum disease and esophageal and colorectal cancer. They also noted a decrease in a bacteria strain called Actinobacteria.
However, researchers noted that they did not collect information on participants' dietary habits or cigarette consumption before they undertook the study.
