With the rise of beautifying oral care products, a new generation is revolutionizing the dental landscape, approaching the health and beauty of their teeth with the same enthusiasm they bring to the rest of their personal care rituals. Embracing innovations like tooth glosses, temporary tooth stickers and color-correcting purple formulas reminiscent of toning shampoos, young consumers are seeking not only good oral health but also smiles they want to share.
This convergence of health and beauty reflects a broader shift towards holistic self-expression, where every aspect of personal care is an opportunity for self-love and enhancement.
In 2021, Colgate introduced CO. by Colgate and with it, a new category in oral care for Gen Z—oral beauty. The collection premiered exclusively at Ulta Beauty, sharing next-gen products like on-the-go waterless toothpaste tabs and foaming mouth rinse in holographic packaging.
- Millennial
- Gen X
- Gen Z (primary audience)
- Gen Alpha (primary audience)
