The New Era of Oral Care: How Brands are Transforming Toothpaste for Gen Z

Toothpaste has long been viewed as a mundane part of our daily hygiene routines—simple, minty, and effective. However, as Generation Z steps into the spotlight, the demand for innovative and aesthetically pleasing products is reshaping the oral care landscape. This article explores how brands like Hello are revolutionizing toothpaste into something that not only maintains dental health but also enhances personal identity and daily rituals.

The Shift in Oral Care

Hello, an oral care brand launched in 2013 and acquired by Colgate-Palmolive in 2020, is at the forefront of this transformational movement. With a focus on engaging the senses, the company recently introduced Whipped toothpaste—a unique product boasting a velvety foam texture that lathers as you brush. Available in flavors such as Mellow Mint Dream and Peppermint Stick, Whipped is not just effective for cavity fighting; it’s designed to appeal to the younger demographic with its playful, visually appealing presentation.

“Toothpaste can sometimes feel stale and unexciting,” says Diana Haussling, CEO of Hello. “Our aim was to introduce an element of magic to the experience and disrupt the conventional approach to oral care.”

Understanding Gen Z’s Preferences

The rise of brands like Hello has been significantly influenced by Gen Z’s values and shopping preferences. According to Nielsen, this generation is projected to wield a spending power of $12 trillion by 2030, representing 25% of the global population. Gen Z consumers gravitate towards brands that resonate with their identities and often seek out products across multiple channels. Haussling notes that Hello’s clean aesthetic and thoughtful ingredients have contributed to their popularity among Gen Z.

In a bid to capture this market, Hello debuted its Whipped toothpaste on TikTok Shop, catering to a generation that relies heavily on social media for product recommendations. Statistics indicate that 44% of Gen Z made a purchase via social media in a recent month, underscoring the impact of digital platforms on shopping behavior.

A Unique Development Process

Creating Whipped toothpaste was no small feat; it took three years to develop this innovative product. Mohammad Aziz, Hello’s principal scientist, led the endeavor to engineer the unique whipped texture and swirl-shaped dispenser. “What started as a concept evolved into a beautifully designed, effective product that appeals to both aesthetics and performance,” Aziz explains.

The result is a foam toothpaste that is not only pleasant to taste—offering a subtle mintiness—but also visually striking, making it an attractive addition to any bathroom counter. Haussling emphasizes that the experience of using Whipped is as important as its dental benefits, aligning with how Gen Z integrates their routines into their identities.

Integrating Beauty and Oral Care

This trend reflects a broader cultural shift: products traditionally defined by clinical functionality are increasingly borrowing elements from the beauty industry. Brands are prioritizing texture, visual appeal, and social media-friendly aspects to enhance consumer engagement. The perception of oral care is evolving from a clinical necessity to a seamless extension of personal beauty routines.

Hello’s Whipped toothpaste has already received enthusiastic feedback on TikTok, prompting the brand to expand its marketing efforts. In March, Hello will introduce a “Chief Aura Officer,” a Gen-Z influencer who will play a crucial role in shaping the brand’s identity and resonating with its target audience.

Looking Ahead

As Hello prepares to launch traditional marketing campaigns featuring visually captivating content, they highlight their commitment to making oral care part of a larger, enjoyable self-care routine. Collaborations with social media influencers further amplify this mission, showcasing Whipped toothpaste through diverse and creative lenses.

This innovative direction isn’t confined to Hello alone. Other oral care brands are also seeking to make their products culturally relevant, highlighting the demand for products that align with Gen Z’s values and lifestyles.

Conclusion

The transformation of toothpaste from an overlooked hygiene product to a trendy, personality-driven item is here to stay. Brands that understand and cater to the preferences of younger consumers will likely thrive in this competitive landscape. As the lines between beauty and personal care blur, the focus shifts to experiences that are both enjoyable and effective. The future of oral care looks promising, offering opportunities for self-expression and enhanced daily routines.