The clean personal care category is evolving — and oral care brand Coslus is looking to help define what comes next. For Coslus, the future isn’t just about clean ingredients. Rather, it’s about developing products that feature both clean ingredients and professional-grade performance, and making those products accessible to consumers.
Across the beauty and wellness market, demand for clean and trustworthy products remains high. As Glossy reported earlier this year, a Mintel study found that more than half of U.S. adults who use clean personal care products said they only buy clean products in that category. And Modern Retail reported that collections featuring clean products account for a growing share of sales at major retailers like Ulta Beauty and Sephora. As shoppers grow more informed, they’re looking beyond labels — and toward results grounded in science.
“We believe the next chapter of oral care lies in making professional-level results accessible to every home,” a spokesperson from the Coslus founding team said. “For years, consumers have had to choose between convenience and true performance. We bridge that gap.”
The growing preference for expert-backed products mirrors Coslus’ founding principle. With its team of engineers and dental consultants, the brand set out to make scientifically precise tools that fit seamlessly into daily life.
“That’s when wellness truly becomes simple,” a spokesperson from the Coslus product development team said.
For the Coslus brand team, there’s a shift happening in the personal care category toward products that come with credibility and give consumers tangible results. It’s resulting in an evolution that takes personal care beyond the idea of clean to products that are trustworthy and effective.
“People now seek products that are trustworthy, effective and intelligently designed,” a spokesperson from the brand team said. “The future belongs to brands that combine professional science with everyday usability.”
Tapping into consumer interest in trustworthy and effective personal care
When it comes to personal care and beauty products, a Harris Williams survey conducted last fall found that shoppers prefer that products come from people with scientific and medical expertise, Modern Retail reported. For instance, nearly three-quarters of respondents to the survey said they were more likely to buy skincare products from dermatologist-founded brands.
In this same vein, the Coslus sales team believes the key to appealing to consumers seeking these types of products in the oral care space is to look beyond quality control and focus on quality design.
Part of that is thinking through product designs to offer consumers personal care that performs at a professional quality but that also feels effortless and removes points of friction for shoppers.
“Today’s consumers are informed — they don’t just want ‘clean labels,’ they want proof,” a spokesperson from the sales team said.
In the eyes of consumers, the line between professional care and the kind of personal care achieved at home has become blurred, the sales team spokesperson explained. What that means in oral care, for example, is that shoppers expect more from products like water flossers and toothbrushes than just marketing promises — they want the products to actually deliver dentist-level performance.
“They want solutions that are efficient, trustworthy and proven,” the spokesperson said.
For Coslus, this has meant starting the product development process by analyzing “hundreds of thousands” of reviews to learn what shoppers really want when it comes to personal care, a spokesperson from the Coslus product development team said. What the brand has learned is that, when it comes to clean and trustworthy personal care, consumers want three things: simplicity, reliability and effectiveness.
“Our biggest strength is our user-centered innovation,” the product development spokesperson said. “We don’t add features for complexity’s sake; we refine details for real impact.”
That “real impact” shows up in Coslus’ research and development philosophy as a combination of precision and human comfort, the spokesperson said. To achieve this, the brand employs engineers and dental consultants who collaborate as early as possible in the product design process to perfect details such as water pressure calibration and ergonomics.
“Coslus proves that evidence-based design can make professional care truly accessible,” the spokesperson said.
Effectiveness, safety and transparency as pillars of trust
One of the key aspects for Coslus in making shoppers feel like the brand is making professional-grade personal care accessible to them is focusing on the effectiveness, safety and transparency of its products.
“These are the pillars of trust,” the product development team spokesperson said. “Effectiveness ensures value, safety protects that value and transparency earns it.”
In fact, 82% of global consumers told NielsenIQ in May that labels on health and wellness products need to be more transparent and easier to understand, illustrating the importance of transparency in the personal care space.
In the oral care category, Coslus achieves this by making its products from food-grade materials and putting them through rigorous testing, the product development spokesperson added.
“The consistent feedback we receive is that people want products that work — reliably, safely and over time,” they said. “This understanding guided our design philosophy: create professional care solutions that anyone can trust and use with confidence.”
At the end of the day, a spokesperson for the Coslus brand team said the most important things for brands who are looking to develop products that stand out in today’s personal care market are credibility, usability and consistency. Specifically, credible personal care products should be backed by measurable results like clinical testing, safety certifications and transparent data. Usability should be based on whether a product’s design fits into a consumer’s daily life. And consistency is what allows brands to build trust and loyalty among shoppers.
In terms of product development, the product development team spokesperson said the R&D process needs to be constant rather than episodic because consumer needs evolve faster than the technology whose goal it is to meet those needs.
“A strong R&D team doesn’t just launch products — it learns, adapts and iterates with every piece of feedback,” the product development spokesperson added. “We see development not as a phase, but as a commitment to keep improving, even after launch.”
Shaping the future of personal care
As brands like Coslus evolve to meet consumer demands for trustworthy, effective products in the clean personal care space, the brand team spokesperson said they see oral care specifically moving toward portable care and products that offer personalization along with clinic-level hygiene. Eventually, they expect oral care to integrate into the overall wellness environment to become part of preventative health care rather than just a step in consumers’ hygiene routines.
The brand team spokesperson added that building trust with consumers and keeping the focus on product design from the shopper’s perspective is what will get Coslus there.
The brand’s leaders feel that the next era of personal care is deeply personal. It’s about blending professional science, products with everyday usability and trust built through transparency.
“We see personal care moving toward a ‘professional-grade for everyone’ era — where reliability, safety and thoughtful engineering replace superficial trends,” the spokesperson from the Coslus founding team said. “Coslus represents this direction: a brand built on performance, refined for daily life.”
Sponsored by Coslus
