Sink your teeth into all things luxe

New devices, formulas, and packaging...well, quiet luxury has now entered the oral care segment.

- Anjan Sachar

You mindfully double cleanse your skin, treat yourself to a face massage, and indulge in your weekly “everything” shower. However, brushing your teeth has remained one of those mundane tasks you do automatically twice a day, without giving much thought to your choice of toothbrush or toothpaste. But when the rest of your routine is so carefully curated, your teeth and mouth also deserve the same level of attention. With consumers spending on beauty and wellness products at an all-time high, oral care has got a much-needed upgrade. Homegrown brands including Seven Oral Care, Perfora, Salt Oral Care, and POLR are reinventing the way we approach brushing, offering formulas that not only do more for you but look great on your bathroom shelf as well.

MEET THE PLAYERS

Cosmetic dentist Dr Namrata Jadwani, who co-founded Seven Oral Care, launched the luxury oral beauty brand with the idea of bringing mindful brushing to the forefront. “As a practising dentist for over a decade, I’ve found a lack of authentic, all-encompassing oral care products in India. There were functional products, but nothing aesthetic, innovative, or with updated formulations. We invest in our hair, skin, and make-up, yet oral beauty has been completely neglected.” The brand’s sonic, rechargeable toothbrushes come in a variety of hues, making them even more desirable.

When it comes to elevating oral care in India, Perfora is yet another brand that comes to mind. With a first-mover advantage and a broad product range, they brought electric toothbrushes to the average Indian consumer at affordable prices (between ₹1,000 and ₹1,500) in contrast to international giants like Oral-B, which previously dominated the market. Perfora also offers tongue cleaners, manual brushes, oil pulling products, and a children’s range—covering most categories and consumer needs.