TRENDING: Probiotic Toothpaste

IMHO

The number of buzzwords associated with so-called health and wellness keeps growing every day. It first started with skin barrier, then it was gut health, prebiotics., and oil pulling. The unavoidable rise of anti-inflammatory diets, food-as-medicine posts, and the evergreen use of essential oils and homeopathy have now percolated mainstream media, and with it the growth of better-for-you consumer goods.

The latest product trend being prebiotic toothpaste. The oral care market is expected to reach a value of USD 70 billion by 2032, and whilst the market is dominated by brands like Sensodyne, Colgate, and Oral-B, smaller brands like Mavis are still thriving. The new frontier for oral care, however, seem to now be shifting towards “products and ingredients designed to nourish the “oral microbiome.”

New toothpastes, mouthwashes, and accessories highlight their offering not just basic oral hygiene, but also additional health perks. Such brands often focus their message on ingredient transparency, product safety, and the connection between oral health and overall wellness.

Toothpaste brand Gallinée launched in 2021 a prebiotic toothpaste which avoids antibacterial and foaming agents used in mass-market toothpaste and “supports your oral microbiome.”

Gutology, a different brand also innovating in the category, developed its Probiotic Toothpaste and whose formula includes hydroxyapatite an ingredient known for its bioactive and non-toxic properties. Recent studies suggest that hydroxyapatite can re-mineralise, or strengthen, the teeth and reduce sensitivity. Another ingredient often found in better-for-you toothpastes is xylitol, which is believed to inhibit certain bacterial growth thus potentially helping in the prevention of tooth decay; however, research on said properties in inconclusive. Likewise, wellness brands focused on oral care highlight their avoidance of surfactants and preservatives found in old toothpaste formulas.

In fact, the pervasiveness of social media in daily life and rising distrust in scientific and health institutions have driven consumers to question the ingredients used in the average tube of toothpaste. One such ingredient is fluoride, a mineral that fights tooth decay and can be found in the tap water of many countries’ public water systems.

There is no denying that oral care is essential to overall health, in fact several studies link oral bacteria with propensity for Alzheimer’s and cardiovascular disease; however, the way these brands are framing the conversation around oral health by frequently using dog whistle terms like inflammation, natural ingredients, transparency, and toxins, feels predatory and targets vulnerable consumers through fearmongering. In March 2025, Google searches for “how to improve the oral microbiome” were up by over 5,000% globally, and changes in legislation have affected the addition of fluoride in public water networks in some countries.

Dentists and other oral health care experts note that there is no harm in enhancing toothpaste formulas in the hopes of improving the oral microbiome, it is easier said than done. More importantly, they emphasize that for optimal oral health people should simply brush their teeth twice daily, use dental floss, and lead a healthy lifestyle.