Natural Toothpaste Market Trend

In the past couple of years, toothpaste has seen a huge shift away from bricks-and-mortar stores to e-commerce, even more so since the pandemic. The toothpaste market was valued at around $26bn in 2018 and is projected to reach $37bn by 2024. Despite a slow start, natural toothpaste is already one of the fastest growing sectors of the beauty industry, a trend that is expected to continue with the growing consumer interest in wellness and health.

Indeed, the ‘clean’ lifestyle trend is impacting all areas of the beauty industry, yet only recently have people started to take a stand against the long ingredient lists on toothpaste tubes. Typically composed of aloe vera, coconut oil, plant extracts and essential oils (e.g., peppermint, myrrh, eucalyptus, etc…) natural toothpastes are generally free of toxic ingredients such as parabens, fluorides, foaming agents and artificial sweeteners. In addition to ethical and sustainability concerns, experts say there are medical reasons to avoid these ingredients.

This trend is encouraging many companies to introduce natural variants of toothpastes. Some brands are established, such as Davids, a high-performance, waste-free natural toothpaste launched in 2012 that is now one of the best-selling natural toothpastes on Amazon. In addition, many new players are entering the market. For example, sustainable oral care company Plus Ultra recently launched a new line of natural toothpastes available in classic toothpaste and gel formulas.

Essencia is excited to be able to join this trend and has therefore created a new collection of organic oral care specifically developed for natural toothpastes. Contact us for more information.

Sources: Grandview Research, Herbal Toothpaste Market Size, forecast 2019-2025, Courier Mailchimp Rise Natural Toothpaste

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