Oral care can feel like a necessary chore - but what if it could be an indulgent experience that boosts your mood? With aesthetically pleasing packaging, CO. by Colgate, which is launching exclusively at Ulta, is targeting Gen Zers who are taking a more holistic, whole-body approach to self-care.

The product of boredom and a lack of stimulation during lockdowns, the toothbrush selfie has become the pose du jour for social media users. The idea is to share images of yourself doing something mundane, adding a dose of relatability to a space that’s often anything but.

People want more tailored everyday healthcare. Quip offers smart toothbrushes that make it easier to brush well, and refillable, sustainable products such as floss and mouthwash. Supported by dental professionals, the minimalist offer shows how oral care can move into a lifestyle category.

Fear of the dentist is nothing new, but added anxiety around contracting COVID-19 is pushing Americans to be more proactive about their oral health. With conscious consumers constantly forcing the bar higher for oral care products, how can established and emerging brands compete?