Naturals trend spills over into oral care

By Simon Pitman

- Last updated on GMT

The naturals trend has long been evident in skin care but now it is
increasingly moving into oral care, underlined by a new range
launched by Fabulous Smiles.

The Atlanta-based company, founded by Dr. Danielle Wilson, has launched a new toothpaste range called kissable, which is formulated from a number of natural-based ingredients said to provide strong oral care attributes. The range comes in three varieties, Mango Orange and Pineapple, Peppermint & Spearmint and Xtra Whitening, that have all been formulated to provide a distinct taste experience as well as effectiveness at fighting oral bacteria. Meeting demand for natural oral care ​ Wilson says that the toothpaste range has been formulated and launched against the growing demand from consumers 'to pair holistic health techniques with the best in beauty and cosmetic improvements'. The ingredients used in the formulations have been chosen for their 'cleansing restorative, and freshening properties'. Dr. Wilson says that the most innovative of the ingredients is cranberry extract, which she compares to 'Teflon for the teeth', because the extract makes it difficult for the bacteria that causes tooth decay to stick to the surface enamel. Cranberry fights oral bacteria ​ The incorporation of this ingredient is based on scientific studies, such as one recently carried out by the University of Rochester Medical Center, that have shown cranberry products such as juice or other extracts, can be used to help prevent cavities. There are a small number of other oral care products on the market that incorporate cranberry extract, including Radius Cranberry Dental Floss and there are several other toothpastes on the market that have also incorporated the ingredient recently. The Kissable range also includes aloe vera, which is often incorporated into personal care products for its moisturizing and wound healing capabilities. Aloe vera as oral care antioxidant ​ However, it is also a powerful antioxidant, giving it strong anti-inflammatory and anti-bacterial skills that are particularly beneficial for the gums as well as improving mouth feel. And for flavoring, the toothpaste range incorporates Xylitol, a sweetner derived from fruit and vegetables, which offers a natural alternative to the strong chemical flavorings that are used in many conventional oral care products. In 2006 the market for natural-based personal care products in the US was estimated to be worth $3bn and was growing at the rate of 15 per cent per annum. One of the biggest natural oral care players, Tom's of Maine, recently announced an all new line of oral care products that comprises a new patented natural-based active ingredient Glycyrrhizin, which is formulated using licorice root. The new ingredient will be incorporated into the company's new Natural Clean & Gentle Care and Natural Sensitive Care toothpastes.

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