Oral care has had a well-deserved upgrade—here’s everything on our radar

You mindfully double-cleanse your skin, treat yourself to a face massage, and indulge in your weekly “everything” shower. However, brushing your teeth has remained one of those mundane tasks you do automatically twice a day, without giving much thought to your choice of toothbrush or toothpaste. But when the rest of your routine is so carefully curated, your teeth and mouth also deserve the same level of attention. With consumers spending on beauty and wellness products at an all-time high, oral care has got a much-needed upgrade. Homegrown brands including Seven Oral Care, Perfora, Salt Oral Care, and POLR are reinventing the way we approach brushing, offering formulas that not only do more for you but look great on your bathroom shelf as well.

Meet the players

Cosmetic dentist Dr Namrata Jadwani, who co-founded Seven Oral Care, launched the luxury oral beauty brand with the idea of bringing mindful brushing to the forefront. “As a practising dentist for over a decade, I’ve found a lack of authentic, all-encompassing oral care products in India. There were functional products, but nothing aesthetic, innovative, or with updated formulations. We invest in our hair, skin, and make-up, yet oral beauty has been completely neglected.” The brand’s sonic, rechargeable toothbrushes come in a variety of hues, making them even more desirable.

When it comes to elevating oral care in India, Perfora is yet another brand that comes to mind. With a first-mover advantage and a broad product range, they brought electric toothbrushes to the average Indian consumer at affordable prices (between 1,000 and 1,500) in contrast to international giants like Oral-B, which previously dominated the market. Perfora also offers tongue cleaners, manual brushes, oil-pulling products, and a children’s range—covering most categories and consumer needs.

To attract a new customer base, brands are creating products that work and have a covetable aesthetic i.e. luxury without the need to shout about it. Co-founded by Karan Raj Kohli and Viraj Kapur, Salt Oral Care caters to those who love minimalist design. Their pastel-hued portfolio, accented with black details, includes toothpastes—in metal tubes for day, night, and sensitivity, along with a squeezer key to get every last drop— mouthwashes, breath sprays, a teeth whitening pen, and sonic brushes. “We scrutinised global regulations, removed controversial ingredients, and crafted products that are safe, effective, and rooted in science,” shares Kohli. “We wanted to combine the wisdom of traditional oral care with the modern consumer’s desire for sustainability, transparency, and simplicity.”

Oral care receiving a lifestyle upgrade wasn’t on our bingo cards for 2024, but with brands consciously reinventing the segment, there’s much to look forward to. “Our products feature clean, high-quality ingredients, eco-friendly packaging, and a design that reflects our values,” says Kapur. “Consumers should feel proud of what they keep on their bathroom countertops. Oral care shouldn’t be a chore—it should be an exciting moment in self-care. Salt is all about promoting healthier lifestyles, with formulations that protect your well- being while protecting the planet.”

The real deal

Brushes offered by these brands are often way more expensive than the regular ones. For instance, Seven Oral Care offers two brush types: the Sonic SuperBrushes for adults at ₹5,999 each, and kids’ brushes (one for ages 3+ and another for 5+) at ₹2,999 each. “You often think you are just buying a brush, but in reality, you’re investing in technology that saves you from pain and future dental bills,” explains Dr Jadwani. “It is like investing in actives for your skin or a serum for your hair—products that need replenishing faster than a toothbrush. We’re here to shift the mindset about oral beauty.” So, what makes the price worth it? “Our SuperBrushes for both adults and kids have features unlike any other brush on the market. Plus, you’ll spot a Seven SuperBrush in a crowd. We offer a 60-day battery life, a brush head replacement reminder, an inbuilt tongue cleaner, and a matching vegan leather travel case. We’re also more sustainable, as we don’t require replaceable batteries or plastic travel cases.” The toothbrushes also feature a two-minute timer that buzzes every 30 seconds, prompting you to move to the next quadrant of your mouth, ensuring complete cleaning. For kids, the brushes have an inbuilt light, an ergonomic palmar grasp, and a sticker chart to make brushing fun and encourage daily use. “They get to place AM and PM stickers every time they brush—an incentive to brush regularly and help build good habits.”

Salt’s toothpastes are priced at ₹295 for a 100g tube, a tad higher than the price of any standard toothpaste available at drug stores. The premium price reflects their ingredient-first, customised approach. “We are excited to introduce our latest innovation, Cinnamint toothpaste, a diabetic-friendly formula that won’t spike insulin levels. We know health-conscious consumers want to smile without compromise,” says Kohli. “For those with a sweet tooth, our upcoming Indulge variant is a date-flavoured dessert toothpaste that offers a refreshing and indulgent experience every time you brush.”

 

 

Global standards

Luxury oral care is also on the rise on a global scale, with brands like Selahatin and DJ Khaled-backed Aurezzi making waves. Stockholm-based Selahatin offers a vast range of toothpaste, mouthwash, and mouth sprays that are reminiscent of a luxury fragrance house. A 65ml tube costs about ₹2,000—an indulgence for sure. Sweden’s Aurezzi, co-founded by a dentist, is aiming to set the gold standard in oral care, literally, with gold-plated toothbrushes, toothpaste, mouthwash infused with 24-carat gold particles, and premium leather travel cases. Toothpaste from this brand starts at ₹3,300 approximately, and their toothbrush and leather travel case set can cost up to ₹17,000.

Talking about how oral care is as much a part of the wellness and self- care industry, Dr Jadwani wraps up, “We want our customers to look forward to their AM and PM oral beauty routines as much as they do their other self-care rituals. Who would have thought that SuperBrushes would become a gift for weddings, Diwali, Secret Santa, bachelorette parties, kids’ birthdays, and return gifts? But here we are. And that’s how we know we’re onto something.”

Images: Getty images and ADOBESTOCKPHOTOS.COM

This article first appeared in Cosmopolitan India, November-December 2024, print edition.

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