Just five years ago, oral care was a simple, predictable routine: a tube of mint toothpaste, a toothbrush, and perhaps some mouthwash. Today, however, it has evolved into an integral part of many people’s daily beauty rituals. For Generation Z, brushing their teeth is about far more than removing plaque. They look after their enamel, choose products to match their mood, and sometimes even share their routines on social media. Bathroom shelves are increasingly filled with specialized gels, foams, water flossers, single-tuft toothbrushes, and tongue scrapers. The focus has shifted from basic hygiene to aesthetics, self-care, and the enjoyment of the experience itself. These changing consumer habits are reshaping the oral care market. According to Statista, the global market has already reached $55 billion, and brands are having to adapt to this new reality.
From hygiene to a beauty ritual
Gen Z consumers scrutinize ingredient lists with remarkable attention, sometimes more closely than many dental professionals. They know that nano-hydroxyapatite helps repair microscopic enamel cracks, strengthen teeth, and reduce the risk of cavities. They look for enzymes that gently whiten without damaging the enamel and probiotics that help maintain a healthy oral microbiome.
Today’s consumers expect far more than a clean feeling from their toothpaste. They want products that deliver professional-level care at home, pushing manufacturers to rethink formulations and introduce new ingredients.
Texture matters as much as the formula
For Generation Z, the texture of toothpaste is just as important as its ingredients. Whether whipped, gel-based, or foaming, the brushing experience is expected to be enjoyable, sensory, and distinctive. One example is Hello’s Whipped toothpaste, launched in late 2025. Dispensed in a spiral, it creates a rich, velvety foam designed to transform brushing into a spa-like ritual. It is far from an isolated case. Across the category, consumers are gravitating toward brands that make everyday routines feel pleasurable and engaging.
Beyond mint: The rise of unexpected flavors
While mint remains the traditional choice, Gen Z is increasingly embracing dessert-inspired and exotic flavors. Pink lemonade, red velvet cake, mango sorbet, salted caramel, and sweetened condensed milk are all finding their way into the oral care aisle.
The trend goes beyond sweetness. Complex flavor profiles – combining sweet with spicy, tart, or savory notes – are also gaining popularity. For Gen Z, self-care and food aesthetics are deeply intertwined, and they enjoy experimenting with new sensory experiences. Even brushing their teeth has become an opportunity to elevate their mood.
Packaging designed to be seen
For previous generations, toothpaste packaging was little more than a container. Today, it has become an essential part of the product experience. Consumers expect packaging to be visually appealing, distinctive, and social media-friendly. Eye-catching design has become a powerful conversation starter on social media. When packaging is aesthetically appealing, Gen Z consumers are eager to photograph it and share it in their stories, effectively promoting the brand at no cost. This trend has even led companies to adopt the term “countertop flex,” referring to the opportunity to showcase products on a bathroom shelf. As a result, toothpaste is no longer viewed solely as a hygiene essential; it has also become a decorative accessory.
Social media as a source of product discovery
Generation Z relies heavily on social media to discover new products. Approximately 77% have purchased items after encountering content on Telegram and other messaging platforms. They actively seek out challenges and life hacks, while also creating their own reviews, encouraging others to experiment with new products. Recognizing this shift, brands are rapidly transforming their marketing strategies by partnering with new ambassadors and even hiring Generation Z specialists who help identify emerging trends.
Influencers and reviews matter more than traditional advertising
Gen Z is skeptical of bold marketing slogans and intrusive advertising. Around 90% say they trust recommendations from everyday consumers and bloggers. Authentic, unscripted content resonates with them because it feels genuine and relatable. As a result, companies increasingly invest in native content, collaborations with influencers, and user-generated content to promote their products. These approaches outperform traditional advertising methods.
Clean ingredients and environmental responsibility
When selecting toothpaste or a toothbrush, Zoomers carefully examine ingredient lists. The presence of controversial ingredients or artificial colorants is often enough to discourage a purchase. Compared with previous generations, they place significantly greater importance on a product’s environmental impact. For them, sustainability is not simply a passing trend but a conscious decision that supports both personal health and long-term well-being. They are also willing to pay more for products that are safe for both people and the environment.
However, environmental responsibility is not the only factor influencing their purchasing decisions. If a product is overpriced or fails to deliver the expected results, Generation Z consumers readily switch to another brand. In Russia, toothpaste represents 71% of the oral care market, while niche products featuring “clean” formulations are experiencing the fastest sales growth, increasing by approximately 15–20% annually.
What brands need to consider
Successfully appealing to Gen Z requires far more than offering an attractive flavor or stylish packaging. Every aspect of the product matters, including its ingredients, texture, taste, packaging, and the communication channels used to reach consumers. Gen Z chooses brands that reflect their identity and values, and they are quick to change stores or switch brands when their expectations are not met. Manufacturers that want to retain this young audience must adapt to these new circumstances.
For Gen Z, oral care is no longer merely a daily necessity. It has become part of a beauty routine, a form of self-expression, and an opportunity to showcase personal style. Companies that understand this shift are already moving ahead of the competition by becoming an integral part of the everyday lives of this new generation.
By Maxim Obushenkov, dentist, entrepreneur, and founder of the Revyline oral care brand