While trends like #PerfumeTok and #HairTok dominate the beauty and wellness scenes, #TeethTok has quietly emerged as a powerful player, amassing 1.1 billion views on TikTok. This growing interest signals a shift in how people are approaching oral health, with experts attributing it to a broader understanding of the connection between oral health and overall well-being.
As consumers become more educated about the microbiomes of the gut and skin, the oral microbiome is now taking center stage. According to Holland & Barrett’s The Wellness Trends Report 2025, there is an increasing focus on oral microbiome health as the next frontier in holistic wellness.
The Oral Microbiome: The New Frontier of Wellness
The report highlights the importance of the oral microbiome, describing it as the second most diverse microbial community in the body, home to over 700 species of bacteria. As with gut health, maintaining a diverse and balanced oral microbiome is essential for overall health.
“When the oral microbiome is in dysbiosis, it can lead to harmful bacteria taking over, contributing to gum disease and other oral health problems,” the report notes. Conversely, a balanced oral microbiome supports not only oral health but also brain function, gut health, metabolism, and immunity. This growing awareness has sparked a wave of interest in products that promote a healthy oral microbiome.
The Impact of ‘Skinification’ on Oral Care
The influence of the “skinification” trend—where skincare ingredients are increasingly used in oral care products—is clear. Hyaluronic acid and other hero ingredients from the skincare world have made their way into oral care products, with formulations like serums now targeting gum and enamel care. This shift reflects a broader understanding that oral health is an integral part of overall wellness, much like skincare.
Probiotics for the Mouth: A New Wave of Oral Care Supplements
Building on the skinification trend, more brands are now introducing probiotics in oral care products, aimed at supporting the balance of the oral microbiome. These supplements are marketed not only for improving oral health but also for their broader health benefits, including gut health and immune support. Matthew Oster, Head of Health and Beauty at Euromonitor International, notes that oral care supplements, particularly those containing probiotics, are a growing sector within the wellness industry.
“Oral care-positioned supplements are a nascent but growing topic, with probiotics for the oral microbiome gaining popularity,” Oster told Cosmetics Business.
A Shift in Consumer Behavior
This shift toward oral health education and microbiome-centric care is being fueled in part by platforms like TikTok, where influencers and experts are demystifying oral hygiene practices and encouraging consumers to take a more proactive approach to their dental health. The viral success of #TeethTok demonstrates the public’s increasing awareness of the importance of oral health, as well as the growing interest in products that go beyond traditional toothpaste and mouthwash.
As awareness of the oral microbiome continues to rise, consumers are more likely to view their dental health as an integral part of their overall wellness routine. This trend is not just about improving the appearance of your smile but about investing in long-term health, further cementing the link between oral hygiene and overall well-being.
The Bottom Line
With the rise of #TeethTok, the oral microbiome is gaining recognition as an essential aspect of holistic health. As consumers become more educated on the importance of balancing oral bacteria, the oral care industry is evolving to meet these needs—introducing advanced products, probiotics, and supplements that not only enhance dental health but also support broader wellness goals. The future of oral health is now firmly linked to the microbiome, and it’s clear that oral care is becoming as essential as skincare and gut health in the wellness landscape.
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