For the Wellness Briefing, Glossy spoke with founders of recently launched oral-care brands looking to disrupt the space, including Köppen, Evenmouth and Bastét, which offer products based on a three-step system, microbiome-focused protocol and novel ingredients, respectively. Additionally, P&G agrees to acquire supplement maker Thorne for $3.8 billion, Function Health takes on $450 million to acquire new customers, and Crunch Fitness launches a 3.0 gym concept to compete with boutique fitness studios.
New oral-care disruptors are racing to win shoppers with better-for-you ingredients, multi-step systems and novel product categories
The oral-care market has a new class of disruptors looking to redirect consumer spending in the $12 billion domestic oral-care marketplace.
“Most of the oral care [in the U.S.] was designed, and has been dominated, by three main players,” Dr. Eve Lofthus, DDS, co-founder of microbiome-focused Evenmouth, told Glossy. “It’s really hard to get into a market like that, and really disrupt it, because their [cost of goods] are so low. … The ingredients that they use are so cheap.”
The U.S. oral-care market was valued at $12.36 billion in 2026, according to Mordor Intelligence, and is estimated to reach $14.56 billion by 2031. Its leaders include Colgate-Palmolive, maker of Colgate and Tom’s of Maine; Procter & Gamble, which owns Oral B and Crest; Unilever, maker of Pepsodent and Closeup; and Kenvue, owner of Listerine.
