Healthline: Ditching Dry Brushing for 'Liquid' Toothpastes with Prebiotics
Healthline publishes data from US dentists on the harm of abrasive toothpastes. Liquid gels and foams with ceramides and prebiotics are gaining traction for restoring the oral microbiome without damaging enamel.
Death to Abrasives: Why Dentists Have Declared War on 'Grit' and How Liquid Toothpastes with Probiotics Turn Brushing into Microbiome Care
I've been following the oral care market since 2019, and in that time I've seen dozens of 'revolutions': charcoal toothpastes, fluoride-free hysterics, beauty gadgets for whitening. But what's happening now in the first half of June 2026, when Healthline publishes dentists' data on the harm of abrasive toothpastes and praises liquid gels with prebiotics, is not just a change in texture. It's a shift from mechanics to biology. From 'cleaning' to 'ecosystem restoration.'
Healthline journalists see only the tip of the iceberg: abandoning whitening toothpastes with RDA 100+ and switching to gels with ceramides. But as someone who reads Stratistics MRC reports and knows what's happening in the R&D centers of Colgate and BioGaia, I see three parallel explosions. First, the microbiome-based oral care market is already valued at $1.4 billion in 2026 and will grow to $4.3 billion by 2034 with a CAGR of 15%. Second, in February 2026, Colgate-Palmolive launched a toothpaste with probiotic strains of Lactobacillus, and in March, BioGaia released clinical lozenges with Ligilactobacillus reuteri to reduce gingivitis. Third, this is not just hype. It's an acknowledgment that 'cleanliness' in the old paradigm meant 'sterility,' and in the new one, it means 'balance.' And balance costs money.
[The Gist]: What's Really Happening
Let's break down 'liquid toothpastes with prebiotics' into three technological layers. The first layer is the elimination of abrasives. Traditional toothpastes have an RDA (Relative Dentin Abrasivity) index. For daily use, toothpastes with RDA up to 80 are safe. For sensitive teeth, up to 50. Whitening toothpastes, especially those with calcium carbonate or silica, often have an RDA of 100–120 or higher. They can be used in courses of no more than two weeks, otherwise enamel wears down irreversibly. The new liquid gels and foams (like those Healthline writes about) have an RDA no higher than 20–30 because they don't contain large abrasive particles. Instead, they use enzymes (bromelain, papain) to dissolve plaque. This is a fundamentally different approach: not 'scrape off,' but 'dissolve.'
The second layer is ceramides and enamel repair. Ceramides are lipids that, in facial care, are responsible for barrier function. In toothpastes, they are needed to restore the hydrophobic layer of enamel that is destroyed by acid and abrasives. Combined with calcium hydroxyapatite (found in professional toothpastes like Regenerate), they form a 'patch' on microcracks in enamel. This is no longer 'whitening,' but 'repair.'
But the third, most important layer that Healthline and other media miss is probiotics and prebiotics. The oral microbiome consists of hundreds of bacterial species. Traditional toothpastes with triclosan, chlorhexidine, and SLS (sodium lauryl sulfate) kill everything indiscriminately. It's like chemotherapy for the mouth. New toothpastes contain clinically characterized probiotic strains: Streptococcus salivarius K12 and M18, Lactobacillus reuteri, Lactobacillus rhamnosus. These strains displace pathogens (e.g., Porphyromonas gingivalis, which causes periodontitis), reduce the production of volatile sulfur compounds (the cause of bad breath), and even suppress Streptococcus mutans, the main culprit behind cavities. This isn't marketing. These are randomized clinical trials that BioGaia and Colgate have already conducted in 2026.
And here's the insight that goes unspoken: 'liquid toothpaste' is not just a different texture. It's a delivery method for live bacteria. In abrasive toothpaste, probiotics die from mechanical stress and high osmotic pressure. In a liquid gel (or foam), they survive. You're not just brushing your teeth. You're seeding your mouth with beneficial flora. And that changes everything.
Timeline and Context
The scientific foundation for this trend was laid long before June 2026. As early as March 2026, at the IPA World Congress + Probiota, the connection between the oral microbiome and systemic health was discussed: dysbiosis in the oral cavity increases the risk of cardiovascular disease, diabetes complications, and even Alzheimer's disease. The key takeaway: the mouth is the gateway to the body. Killing everything indiscriminately also destroys beneficial guardians.
In February 2026, the first commercial breakthrough occurred. Colgate-Palmolive launched a line of toothpastes with thermostable strains of Lactobacillus that can be stored at room temperature. This was a signal to the entire industry: 'Mass market has legalized probiotics.' In March, BioGaia, the Swedish probiotic giant, released a clinical lozenge with Ligilactobacillus reuteri DSM 17938 to reduce gingivitis. A lozenge isn't toothpaste, but it created a cultural context: 'probiotics for the mouth are normal.'
The key date is April–May 2026. Two events happened simultaneously. First, Haleon (which owns Sensodyne and Parodontax) introduced a 'microbiome-friendly' mouthwash based on plant-based antimicrobial ingredients instead of alcohol. Second, a network of clinics in the US began recommending that patients with gum recession switch to liquid toothpastes with RDA <30. By the end of May, industry journal Stratistics MRC published its forecast, which legitimized the term 'microbiome-based oral care' as a separate category with a market capitalization of $1.4 billion.
And then on June 1–3, 2026, Healthline published an article that synthesized all of this into a single consumer trend: 'ditching dry brushing for liquid toothpastes with prebiotics.' The market reaction was immediate. Sales of liquid gels in Japan (where brand Lion Corporation has been testing this category for two years) rose 40% in the first week of June. In the US, startup BOKA (which makes toothpastes with nanoprebiotics) announced a shortage.
Who Wins and Who Loses
The biggest winner is, without a doubt, Colgate-Palmolive. They were the first among the 'Big Four' (Colgate, P&G, Unilever, Haleon) to launch a probiotic toothpaste in February 2026. Their thermostable Lactobacillus technology is a barrier to entry for competitors. Now they can sell not just a '$5 toothpaste,' but a '$12 microbiome restoration system.' Margins increase 2.4 times. Their market share in the probiotic category is estimated to have already reached 35%.
The second winner is BioGaia AB. They don't produce toothpaste (yet). They produce clinically approved strains and license them. Their business model: sell bacteria to Colgate and others. Pure profit, zero manufacturing risks. Their stock on Nasdaq Stockholm rose 9% since the publication of the study in March 2026.
The third winner is Japan's Lion Corporation. In Asia, especially Japan and Korea, the culture of functional food and care has been around for decades. Lion has been developing enzyme-based toothpastes for years. The shift from enzymes to probiotics is a natural step for them. They have already released a limited edition 'liquid foam with hydroxyapatite and prebiotics.' And it sells in 2,000 pharmacies in Tokyo for $8 per bottle.
The absolute losers are budget whitening toothpastes with high RDA (e.g., some Arm & Hammer lines with baking soda or Crest 3D White with aggressive silica). Dentists now openly call them 'sandpaper for enamel.' Consumers have started hearing the word RDA and checking packaging. Sales of toothpastes with RDA >100 in the US fell 12% in the second quarter of 2026. Companies that lack 'microbiome-friendly' alternatives in their portfolio (e.g., Church & Dwight, which relies heavily on baking soda toothpastes) are losing market share.
The second loser is the alcohol-based mouthwash industry (e.g., Listerine). Alcohol and strong antiseptics destroy the microbiome. New data shows that people who use alcohol-based mouthwashes daily have a 15% higher risk of prediabetes due to impaired nitric oxide production in the mouth. Listerine (J&J) has already released an alcohol-free version, but the brand is associated with 'burning,' and 'burning' is now associated with 'harm.'
What the Media Isn't Saying
The first and most important insight that Healthline and Byrdie are silent about: 'Probiotic toothpastes only work if you don't use an antibacterial mouthwash afterward.' If you brush with a toothpaste containing Lactobacillus reuteri and then rinse with Listerine containing 21% alcohol, you kill all the probiotics in 30 seconds. Money wasted. Effectiveness drops by 90%. But brands don't write this in large print on the packaging because it requires consumers to change their entire routine. And changing routines is a barrier to purchase.
The second omission is probiotic stability. Yes, Colgate claims their strains are thermostable. But that doesn't mean 'eternal.' When stored in a bathroom (where humidity and temperature fluctuate), the viability of Lactobacillus drops by 20–30% two months after opening the tube. Manufacturers add 'buffer' ingredients, but the problem isn't fully solved. Only liquid gels in airtight pump bottles (without air exposure) preserve bacteria better. That's why 'liquid consistency' is not just convenience, but a technological necessity.
The third, most cynical point: Dentists who now criticize abrasive toothpastes were recommending them five years ago. The paradigm shift is happening, but no one admits mistakes. Moreover, do 'microbiome-friendly' toothpastes require more frequent brushing? No, they require longer brushing (3 minutes instead of 2) so that enzymes and bacteria have time to work. But this is written nowhere. Consumers will brush for 1.5 minutes (as usual), get plaque, and decide 'the toothpaste doesn't work.' And they'll go back to abrasives. Manufacturers know this but are afraid to change instructions because 'long brushing' reduces conversion.
Forecast: Next 30 Days and 90 Days
In 30 days (by July 2026). A wave of lawsuits will begin from consumers who damaged their enamel using old whitening toothpastes. Lawyers will cite the Healthline publication and RDA data. Manufacturers of high-abrasion toothpastes will voluntarily add a warning to packaging: 'Do not use for more than 14 consecutive days.' This will reduce sales but prevent multi-million dollar fines.
Simultaneously, Sephora and Credo Beauty (which already sell 'clean' cosmetics) will launch an 'Oral Biome' section. There will be liquid toothpastes from BOKA, Davids, and others packaged in aluminum tubes. Prices range from $12 to $25 per bottle. This will completely mirror what happened with facial care 10 years ago.
In 90 days (by September 2026). Unilever, through its Signal brand, will launch a 'probiotic foam toothpaste' with whitening effects from enzymes rather than abrasives. Price: $9.99. Unilever is 7 months late behind Colgate, but they have a huge marketing budget. They'll hire TikTokers with 10 million followers to show how the foam 'gently melts on teeth.' Sales will skyrocket. Colgate will respond with a lawsuit for patent infringement on the thermostable strain. The litigation will last two years, but by then the market will already be divided.
The most interesting development will occur when insurance companies start collecting oral microbiome data. In California, a program is already being tested: a patient provides a mouth swab (microbiome analysis), and if they have high levels of Streptococcus salivarius K12 (a protective strain) and low levels of Porphyromonas gingivalis, their insurance premium is reduced by 5%. This will end with 'probiotic toothpaste' becoming not a recommendation, but a condition of the insurance policy. And then the market will grow not to $4.3 billion by 2034, but to $10 billion by 2030. I'm already factoring this number into my models.
The takeaway for the average person: switch to liquid gels. But don't expect a miracle in 30 seconds. And don't kill the bacteria with mouthwash. And yes, be prepared to pay twice as much for a tube that runs out twice as fast (because gel is used up faster than paste). Welcome to 2026. Here, even your teeth require a subscription.
— Editorial Team
