Spate measured Americans’ interest in oral hygiene by combining Google searches, TikTok views, and Instagram posts. Between September 2025 and August 2026, this interest increased by 10.5% year-over-year. Instagram posted the sharpest increase (+15.9%), ahead of Google and TikTok. For the coming year, the platform forecasts a sharp slowdown, with growth of 2.2%.

Oral care is increasingly drawing inspiration from the beauty industry. Hyaluronic acid, a star ingredient in skincare, is a good example. Its popularity in oral care products has increased more than 20-fold in one year.

From cleaning to care

Toothpaste is no longer just about cleaning; it must also care for the mouth. Brands are now talking about the microbiome. Products that target the oral microbiome are still rare. According to Spate, no brand has yet established itself in this space, and the opportunity is there for the taking. When it comes to ingredients, hydroxyapatite is gaining the most traction. This mineral, naturally present in tooth enamel, is highlighted for its ability to prevent cavities. Consumers are also seeking formulas that are alcohol-free, fluoride-free, or sulfate-free.

Whitening, yes, but pain-free

Teeth whitening remains the hottest trend. In just one year, the popularity …