For a long time, dental products lived in a very specific mental box. They were functional. They were necessary.

Packaging reflected that belief. Toothpaste tubes leaned heavily on clinical cues. Blues, whites, sharp contrasts, aggressive claims of “whitening,” “germ kill,” and “fresh breath for 12 hours.” The objective was not emotional connection. It was compliance. Dental care was positioned as a responsibility, not a choice.

But something has shifted. And it’s not just visual. It’s behavioural, cultural, and generational.

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Emotional Positioning in a Functional Category

By no means have legacy brands stopped existing. People still buy Colgate and Pepsodent. The products deliver what they promise. But somewhere along the way, the positioning statements became redundant. Freshness. Whitening. Bright teeth.  Almost every toothpaste offered the same basic benefits. Other than taste preferences and personal loyalty, the category didn't see much disturbance. There was little reason to switch and little reason to care.

But Gen Z does not approach personal care in silos and they seem to care about everything all over again. For them, skincare, haircare, oral care, and wellness all exist within the same ecosystem, and suddenly a lot of categories didn't match their standards.

The Opportunity

This mismatch created space for a new kind of dental brand. One that could reposition the category not through better functionality, but through better alignment.This shift is visible in how newer Indian oral care brands are building themselves.

Brands like Perfora didn’t enter the market trying to outshout legacy players on functional superiority. Instead, they reframed the category visually. Calm palettes, clean layouts, lifestyle-led communication. The product feels considered, not corrective.

Similarly, Salt Oral Care approaches packaging with restraint. There’s a deliberate move away from clutter and towards a more premium, wellness-oriented aesthetic. The design signals intention. This is not a toothpaste you hide in a cabinet. It belongs on the counter.

Why it Matters?
Dental brands that are succeeding with a new outlook on visual strategy have recognized a fundamental truth: consumer expectations have changed.
For Gen Z, values like sustainability, ingredient transparency, and ethical sourcing matter. They're decision drivers.  Product functionality and promises are not an outlier anymore.

They are choosing brands that feel like an extension of their identity and brand loyalty is for brands that continue to match their views. Brands that understand this are using packaging as a strategic lever. They are repositioning oral care from obligation to lifestyle.

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