Coconut oil is said to have antioxidant, antibacterial and antiviral properties. And as it becomes increasingly coveted, brands are harnessing its powers. Cocowhite is a teeth whitening brand claiming its coconut-based product can give you a naturally bright smile.

People aren’t great at taking care of their teeth. Quip, a direct-to-consumer toothbrush brand, is looking to change that by offering inexpensive toothbrushes, which are accompanied by a built-in subscription model that send customers new brush heads and toothpaste every few months.

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?

Fight plaque! Abolish stains! Stop bad breath! Oral care isn't enjoyable - it's something we wrestle with twice a day. But with one in ten adults forgetting to brush and only 5% bothering to floss, can ‘beauty device’ ISSA make it a pampering experience rather than a chore?