China's oral care industry is undergoing a significant transformation, driven by shifting consumer demands, technological innovation, and the rise of agile domestic brands. The market, projected to exceed 80 billion yuan in 2026, is moving beyond basic cleaning products towards precise health management, with high-end products expected to account for 40% of the market.
A key driver of this change is the emergence of new domestic players. Shenzhen Xiaokuo Technology, the parent company of the popular brand "Canban", has filed for an IPO in Hong Kong. The company has seen explosive growth, with its revenue surging from 1.1 billion yuan in 2023 to 2.5 billion yuan in 2025. Canban has established itself as a leader in the online market for oral care products and toothpaste, and has rapidly expanded its offline presence to over 110,000 retail outlets.
In contrast, established brands are doubling down on research and development. Usmile, a leading electric toothbrush brand, has invested a decade in developing its own core motor technology, resulting in a product that is smaller, more powerful, and quieter than many competitors. This focus on core technology has earned the company over 750 patents and allowed it to expand into more than 30 international markets.
The competitive landscape is now a three-tiered battle. International giants like Colgate and Crest continue to dominate the high-end sector with their technological expertise. Domestic stalwarts such as Yunnan Baiyao maintain a strong hold on the mid-range market with their "medicated" positioning. Meanwhile, new brands like Canban and Usmile are carving out niches through innovative product design and digital marketing, appealing particularly to the younger generation of consumers.
Consumer trends are also evolving. There is a growing demand for functional products, with items like probiotic toothpaste and portable mouthwash gaining popularity. The market for electric toothbrushes and water flossers is expanding rapidly, with smart features like AI-powered pressure sensors and app connectivity becoming key differentiators. This shift reflects a broader trend where oral care is no longer just about hygiene, but an integral part of a holistic approach to personal health and wellness.
