Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Oral-B is releasing an AI-powered electric toothbrush that uses sensors to show people how they can develop better dental healthcare practices via a scorekeeping app. With people keen to boost their physical wellbeing, they are looking to brands to provide engaging, digital experiences.

French company FasTeesH has launched an ‘auto-cleaning’ toothbrush that thoroughly cleans teeth in just ten seconds. With good dental health linked to good physical health, the product may nudge better habits by changing people's perceptions of tooth-brushing as a time-consuming chore.

Nearly a third of Americans never floss, while 37% floss less than daily. But, with its high-quality filaments and Instagram-worthy packaging, Cocofloss wants to transform this oral care technique from a boring chore into a daily indulgence. Could it be the least ostentatious status symbol ever?

American office workers are so time-poor that they’re skipping their yearly visits to the dentist. HENRY The Dentist, a fleet of cool, fully-equipped mobile dental clinics, is bringing oral care to its patients and making check-ups quick, convenient, and almost enjoyable.