Dental health is becoming a top priority for Asian consumers given the increasing oral issues such as gum diseases, dental cavities, and oral cancers. Consumers are seeking new oral care products with innovative ingredients and technological integration to support their needs. Consequently, the concept of oral beauty or oral care skinification, which involves the combination of skincare ingredients such as probiotics, niacinamide, and collagens in oral care solutions, is gaining traction in Asian markets, according to GlobalData, a leading data and analytics company.

Naveed Khan, Consumer Analyst at GlobalData, comments: “The rising oral beauty trend is revolutionizing the oral care industry in geographies such as China, South Korea, and India. Consumers are seeking a holistic solution that not only addresses their dental issues but also amplify their physical trait. Targeted solutions are also growing in demand among consumers, owing to rising special oral conditions and microbial imbalance. Moreover, consumers are also looking to spend more on these oral health solutions that have premium high-quality ingredients for improved self‐care routine.”

GlobalData 2024 Q2 Consumer Survey* corroborates the trend, where 35% of respondents in Asia & Australasia stated that they find high quality products/ingredients in healthcare, hygiene, and toiletries as good value for money. In the same survey, 57% of respondents stated that their product purchasing decisions for cosmetic and toiletries products are either always or often influenced by how well the product/service is tailored to their needs and personality.

Deepak Nautiyal, Consumer and Retail Commercial Director, APAC and ME at GlobalData, adds: “Aligning with this trend, manufacturers in the region are experimenting with beauty care ingredient combinations in oral care solution. For instance, in India, STIM Oral Care launched a probiotic toothpaste, which claims to eliminate bad bacteria and address mouth odor. It also claims to contain probiotics, which helps in maintaining the balance of oral microbiome. Similarly, in China, Blispring brand markets Microbiome Toothpaste with pure hyaluronic acid, which is claimed to nourish gums.”

Khan concludes: “Consumers are increasingly focusing on oral beauty trends not only to improve their oral health but also to look more presentable. Moreover, the oral beauty market is dynamic and is expected to grow further with innovative concepts, ingredients, and technological aspects in the years to come. Exploring this segment will provide significant growth opportunities to manufacturers.”

*GlobalData 2024 Q2 Consumer Survey – Asia & Australasia, published in July 2024, included 6,506 respondents