# Stain Removal Tooth Polishes The Closeup White Now Range Was Co-Created with Gen Z Consumers By Laura McQuarrie | Published 2025-04-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/closeup-white-now References: [unilever](https://www.unilever.com/news/news-search/2025/the-premium-product-launches-powering-unilevers-growth-in-oral-care/)  A bright smile goes hand-in-hand with a digital-first generation that's constantly on social media, sharing moments and expressions in high definition every day, and the Closeup White Now range was designed to meet their needs. Co-created with and inspired by beauty-first [Gen Z](https://www.trendhunter.com/trends/plus-ultra-oral-care) consumers, Closeup's White Now range features [tooth polishes that remove stains](https://www.trendhunter.com/trends/dental-polish), and a spray that protects against staining. According to [Unilever's](https://www.trendhunter.com/trends/namdong-creamy-cheese) online research, "57% of consumers said they are not comfortable facing others when their teeth are not white, and 62% admitted the colour of their teeth impacts their self-confidence." These at-home oral care products meet the demand for effective solutions that deliver professional-level results with the convenience of products that can be easily incorporated into daily or weekly routines. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 67% | Activity: 65% | Freshness: 39% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Co-creation with Gen Z:** Collaborating with Gen Z consumers enables brands to develop products that directly address the beauty and lifestyle preferences of a socially conscious and digitally active generation. - **Digital-driven Oral Care:** As online presence and video communication grow, demand for innovative oral care products that ensure a camera-ready smile is reshaping the market landscape. - **At-home Beauty Solutions:** The increasing popularity of at-home solutions is challenging traditional professional services by offering convenient and effective alternatives. ### Where This Applies - **Oral Care:** The oral care industry is embracing consumer-centric innovations that promise immediate and visible results, appealing to an audience seeking self-improvement and confidence-boosting products. - **Digital Beauty:** Digital beauty, influenced by the persistent presence of social media, is pushing the development of products that cater to a generation obsessed with achieving a flawless appearance. - **Consumer-packaged Goods:** The consumer-packaged goods industry is shifting towards personalized and co-created offerings that reflect the evolving desires and needs of the modern consumer. ## Related on Trend Hunter - [Triple-Action Tooth Foams](https://www.trendhunter.com/trends/tooth-foam.md) - [Teeth-Whitening Serums](https://www.trendhunter.com/trends/ultra-violet-colour-corrector.md) - [Purple Oral Serums](https://www.trendhunter.com/trends/purple-serum.md) - [Beauty-Infused Oral Care Events](https://www.trendhunter.com/trends/optic-white-renewal.md) - [Dental Stain Concealers](https://www.trendhunter.com/trends/dental-stain-concealer.md) - [Advanced Theeth-Whitening Formulations](https://www.trendhunter.com/trends/pro-series-toothpaste.md) - [Stain-Removing Daily Toothpastes](https://www.trendhunter.com/trends/3dwhite-deep-stain-remover.md) - [Natural Whitening Toothpastes](https://www.trendhunter.com/trends/whiten-toothpaste.md) - [Stain-Neutralizing Vitamin Toothpastes](https://www.trendhunter.com/trends/vitamin-c-toothpaste.md)