Oral-B is releasing an AI-powered electric toothbrush that uses sensors to show people how they can develop better dental healthcare practices via a scorekeeping app. With people keen to boost their physical wellbeing, they are looking to brands to provide engaging, digital experiences.

The US oral care market is dominated by the big four of P&G, Colgate, J&J and GSK. With its design-led packaging, fruity flavours and ‘natural’ ingredients, Hello is looking to take a bite out of their 72% market share. But is good-looking toothpaste enough to stop people buying Colgate?

Nearly a third of Americans never floss, while 37% floss less than daily. But, with its high-quality filaments and Instagram-worthy packaging, Cocofloss wants to transform this oral care technique from a boring chore into a daily indulgence. Could it be the least ostentatious status symbol ever?

In the age of quick-fix beauty, the market for cosmetic dentistry is growing as people seek the perfect smile for selfies. But a fear of dentists and questionable home treatments may be contributing to a decline in basic oral care. As modern dentistry faces a dilemma, how can brands help?