Oral care is getting more attention in beauty care

This article is available for reading in Trade magazin 2025/5.

Procter & Gamble’s Oral-B, Blend-a-med and Blend-a-dent product lines offer a wide choice tailored to different needs.

Yvette Krubl
corporate communications
manager, CEE
Procter&Gamble

“Value for money remains paramount and demand is growing for larger and duo packs, with packs of 4-6 heads proving to be the most popular when buying replacements. Lots of people are switching to electric toothbrushes, in order to take their oral care to the next level”,

says Yvette Krubl, corporate communications manager for Central Europe at Procter&Gamble.

Interest in premium products is growing, especially for advanced electric toothbrushes, while growth in manual types is more subdued. Consumers tend to favour therapeutic toothpastes, especially the sensitive versions. In line with these trends, Procter&Gamble has introduced the Oral-B Pro Expert range, with the top model being Oral-B Pro Expert Advanced. According to their research, cleaning teeth with the Oral-B electric toothbrush removes up to 100% more plaque than the manual alternative.

Consumers are increasingly favouring therapeutic toothpastes, especially the ones developed for sensitive teeth

Oral hygiene and aesthetics

Annamária Marinova
brand manager
Sager Dental

Annamária Marinova, brand manager of Sager Dental Kft. thinks teeth whitening and orthodontics are taking off. People are becoming more and more conscious about oral hygiene: not only beautiful teeth, but also healthy teeth are more important.

“Curaprox has been committed to education for 20 years. Our goal is to promote good oral hygiene and thus contribute to the lifelong health of our teeth. People have understood that a soft bristle toothbrush removes plaque from teeth and gum line effectively and gently at the same time. Curaprox’s Velvet toothbrush is unique in that it has 12,460 bristles, making it the gentlest toothbrush ever”,

informs the brand manager.

Interdental brushes are simpler and safer to use than dental floss. Curaprox interdental brushes are now available on the shelves of drugstores. Their innovative design allows for the contact-free replacement of worn brushes, guaranteeing maximum hygiene.

Oral care for babies

Viktória Tantics
marketing manager
Penta Pharma

Viktória Tantics, head of marketing at Penta Pharma Zrt. adds that parents are looking for gentler, cleaner versions for babies and toddlers.

“Penta Pharma Zrt. is the distributor of Nenedent children’s toothpastes, offering products from the time the first teeth appear. The Nenedent Baby learning kit can be used to clean even the first teeth with its silicone, finger toothbrush and fluoride-free toothpaste. This is also important because medical recommendations say it is best to get babies used to regular gum rubbing even before baby teeth emerge. The sooner we start cleaning the gums and baby teeth, the better the chances of avoiding early tooth decay and gum disease”,

explains Viktória Tantics.

Teeth whitening and orthodontics are on the rise: oral care has indisputably become part of the beauty category

Premium technology

Roger Yu
president of European region
Oclean