Oral beauty gains traction amongst Asian consumers

The “oral beauty" or "oral care skinification” blends skincare ingredients.

Asian consumers are increasingly prioritising dental health as issues like gum disease, cavities, and oral cancer rise. 

According to GlobalData, this is driving demand for new oral care products that combine advanced ingredients and technology.

The trend, called "oral beauty" or "oral care skinification," blends skincare ingredients like probiotics, niacinamide, and collagen into oral care products. 

“Consumers are seeking a holistic solution that not only addresses their dental issues but also amplify their physical trait,” Naveed Khan, consumer analyst at GlobalData.

He said this shift is particularly strong in markets like China, South Korea, and India, where consumers seek holistic solutions that improve both dental health and appearance.

“Targeted solutions are also growing in demand amongst consumers, owing to rising special oral conditions and microbial imbalance,” he added.

GlobalData’s 2024 Q2 Consumer Survey found 35% of respondents in Asia and Australasia consider high-quality ingredients important in healthcare and hygiene products, whilst 57% say their buying decisions are influenced by how well products meet their needs.

Manufacturers are responding. STIM Oral Care in India launched a probiotic toothpaste aimed at balancing oral microbiomes, and China’s Blispring promotes a Microbiome Toothpaste with hyaluronic acid to nourish gums.

Khan predicts the oral beauty market will continue to grow, driven by innovation in ingredients and technology.