Beauty & Wellness Briefing: Oral care continues stunning growth as disruptors fuel the beautification of the category

23 hours ago 6

This week, I checked in with oral care brands disrupting the $10.8 billion marketplace through innovative product and service offerings that more closely align with the beauty category than the old-school dental offerings of the past. This disruption also aligns with changing regulation of dyes used in oral care products, increasing awareness around microbiome mouth health and an ongoing discussion about the safety of fluoride, which RFK, Jr. vows to remove from U.S. drinking water if confirmed as health secretary. Additionally, L’Oréal Group partners with IBM for a multi-year AI-focused partnership, Sephora appoints a new international president, and grassroots wildfire relief efforts fueled by beauty insiders continue.

2025 is looking bright for disruptive oral-care brands

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