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Published April 30, 2021
Published April 30, 2021
Spotlight Oral Care

The oral care category has been having a moment as it aligns with beauty and wellness, cleaning up formulations, and focusing on sustainability. Fueling market growth is increased consumer focus on oral health and cosmetic dental treatments. The toothpaste market was valued at $26.09 billion in 2018, and it is projected to reach $37 billion by 2024, registering a CAGR of 6.1%.

Now, a new generation of dentists focused on aesthetics and a mastery of social media have thrown their hats into the product ring, merging science, beauty, and wellness. Spotlight Oral Care, an Irish, women-owned oral care brand that was started by two dentist sisters, Dr. Vanessa Creaven and Dr. Lisa Creaven, has worked to create a space for people to be proactive about their oral health. Through working with their patients, they’ve created multiple formulas which effectively address common oral health concerns.

Spotlight Oral Care continues to innovate the category, launching the world’s first Pregnancy Toothpaste specifically for use by moms during pregnancy and breastfeeding. “Anything that goes into your mouth is directly absorbed into your bloodstream without passing through your stomach and metabolic pathways, which act to reduce exposure to toxic ingredients,” explains Dr. Lisa Creaven.

Pregnancy Toothpaste’s clean, effective, active-ingredient formula is supported by folic acid to address the needs of expectant and postpartum moms—including cavity protection, strengthening enamel, and reducing inflamed, bleeding, and sore gums—placing health first. Studies show that folic acid in toothpaste can aid in reducing gum inflammation, which is a common side effect and pain point during and after pregnancy. In addition to folic acid, Pregnancy Toothpaste also includes calcium, vitamin B12, and fluoride to help promote a clean and healthy smile.

“As moms ourselves, we know how critical it is to be aware of what we are consuming during and after pregnancy. We see skincare as a topic of discussion often, but we also have to be cognizant of what chemicals we are putting into our mouths they are 50 times more absorbent than our skin,” said Lisa Creaven. “We are thrilled to be able to create the first-ever toothpaste for moms and moms-to-be that takes into account the overall health of mom and baby.”

A shifting trend toward the adoption of organic maternity personal care products because of safety concerns about chemical-based products is changing the overall market. Advertising and social media are increasing influencing and boosting the adoption of pregnancy care products. The global pregnancy care products market is expected to reach $33.22 million by 2025 at a 5.1% CAGR, according to Grand View Research, Inc.


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