Toothpaste is one of the most predictable products in personal care: a minty paste in a tube, designed for efficacy over experience. But as Gen Z increasingly looks to upgrade every part of their daily routines, and as GRWM-style content spills into non-beauty categories — see: granola — oral care is entering a cute new era. Hello, the oral-care brand founded in 2013 and acquired by Colgate-Palmolive in 2020, is among the brands driving the trend. To start, it’s taking a texture-first approach: In December, it launched Whipped toothpaste, a velvety foam that dispenses in a swirl-shaped “nurdle” and lathers as you brush. Available in Mellow Mint Dream and Peppermint Stick, with more flavors to come, the product was engineered with Gen Z in mind. “We’ve done our best to take a category that can feel a bit stale and boring, and bring a little bit of magic and disrupt that category,” said Diana Haussling, Hello’s CEO.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
