What's Your Oral Care Routine? Survey of 1,334 Beauty-Savvy LIPS Users Reveals Habits and Preferences!

LIPS (Lips), a beauty platform operated by AppBrew Inc. (Headquarters: Bunkyo-ku, Tokyo; CEO: Takashi Matsuda), conducted a survey on "oral care" among 1,334 LIPS users. This survey examined users' specific behaviors and values, including their oral care routines, priorities, and how they gather information.

1. Oral Care Habits: Generational Gap in Floss Usage

Over 40% of respondents use oral care products beyond toothbrushing, primarily due to concerns about bad breath.

When asked about their regular oral care practices, 45% use dental floss, 37% use mouthwash or spray, and 26% use a tongue cleaner—revealing that a significant number of users incorporate products beyond basic brushing.

The most notable difference is in floss usage across generations: only 31% of users in their teens use floss, compared to 59% of those in their 30s—a 28 percentage point gap. As awareness of periodontal disease tends to increase around age 30, this may explain the rise in floss adoption. In contrast, tongue cleaner usage is consistently around 26% across all age groups, indicating that awareness of bad breath care is already widespread.

2. Whitening Tops Priorities Over Cavity Prevention

Appearance, health, and social impression are the three main drivers of oral care demand.

When asked which aspects of oral care they prioritize, "tooth discoloration and whitening" ranked highest at 32%, followed by "cavity prevention" at 30% and "bad breath prevention" at 23%.

Whitening is especially popular among teens, with 42% citing it as a priority—over 10 percentage points higher than other age groups. For younger generations, who frequently share content on social media, having white teeth is closely tied to visual appeal. In contrast, "gum health" is prioritized by 19% of users aged 40 and above, compared to just 2% of teens—a 17-point difference—indicating a shift toward health-focused care with age.

3. Product Selection: Cavity and Bad Breath Top Criteria, Gum Care Varies by Age

Younger users prioritize bad breath and cavities; those 40+ focus on periodontal care.

When selecting oral care products, "bad breath prevention" (72%) and "cavity prevention" (71%) are top priorities across all age groups, followed by "stain prevention" (63%).

"Periodontal disease prevention" shows the largest generational gap: only 30% of teens prioritize it, compared to 66% of those aged 40 and above—a 36-point difference. As periodontal disease risk increases with age, this need becomes more prominent in the 30s and 40s. Users aged 40+ also place greater emphasis on gentle ingredients and low irritation, suggesting a more protective approach to oral health.

4. 70–80% Are Bothered by Others’ Bad Breath or Tooth Stains

Approximately 78% of respondents said they notice bad breath in others.

When asked if they notice others’ oral care habits, 78% cited bad breath as the most noticeable issue, followed by tooth discoloration (56%) and misaligned teeth (43%). Bad breath is perceived as the most directly impactful issue, with 84% of users in their 30s noticing it—the highest rate across all age groups.

Only 7% said they don’t notice anything, indicating that most people are aware of others’ oral hygiene to some extent.

5. 94% Believe Oral Care Is Part of Beauty

About 94% of respondents view oral care as part of their beauty routine.

When asked, "Do you consider oral care part of beauty?", 94% answered "yes." This high level of agreement is consistent across age groups, from 93% of teens to 95% of those aged 40 and above.

This reflects a widespread belief that clean, white teeth contribute directly to a fresh, polished appearance—similar to skincare and makeup. While this may reflect the beauty-conscious nature of LIPS users, it also signals a broader cultural shift, with oral care increasingly seen as a form of "inner beauty."

6. Most Spend Between ¥500 and ¥1,000 Monthly on Oral Care

Approximately 48% spend between ¥500 and ¥1,000 per month on oral care.

The most common monthly spending range is "¥500 to under ¥1,000" (48%), followed by "under ¥500" (26%). Combined, these groups represent about 74% of users who spend under ¥1,000 per month.

Only 5% spend ¥2,000 or more, though this rises to 8% among users in their 30s and 7% among those aged 40 and above. Despite growing interest in electric toothbrushes and advanced mouthwashes, most users still keep their oral care budgets modest—highlighting a strong market opportunity for products that balance affordability and functionality.

7. Product Information Sources: Reviews and SNS Dominate, but Trust Shifts with Age

Younger users rely on SNS and reviews; older users trust dentists and drugstores.

The most common source of information when purchasing oral care products is "reviews and review sites" (52%), followed by "SNS (Instagram, TikTok, etc.)" (42%) and "recommendations from dentists or dental hygienists" (42%).

Age-based trends are clear: users in their teens and 20s are more influenced by SNS and video content (YouTube, influencers), while those aged 30 and above place greater trust in dentist recommendations and drugstore rankings. Only 7% said they don’t check any information sources, indicating that most actively use external input when choosing products.

8. Whitening Products Top "Items I Want to Try" at 72%

Whitening-related products dominate future interest at 72%.

When asked about oral care products or services they’d like to try, "oral care products with whitening effects" topped the list at 72%—a clear favorite across all age groups, with consistent interest between 71% and 73%. Next are "bad breath-specific mouthwashes or sprays" (52%) and "tongue care products" (37%).

"gum care-specific products" show a 29-point gap between teens (16%) and those aged 40+ (45%), reflecting how age-related concerns shape product interest. Water flossers are most popular among users in their 30s (25%), aligning with increased investment in oral care during this life stage.

9. 52% Use Mouthwash; Usage Among Teens Remains Low at 36%

About half of users use mouthwash or spray.

Overall, 52% of respondents use mouthwash or spray. Usage is lowest among teens (36%) and highest among those aged 40+ (59%)—a 23-point gap—indicating that the habit of using products beyond brushing becomes more common with age. Given that 52% also listed mouthwash as a product they’d like to try, there appears to be strong latent demand among non-users.

Among the 698 mouthwash users, 79% use liquid types, while only 11% use sprays. However, spray usage is notably higher among teens (23%), reflecting demand for portability and convenience. Among users aged 40+, liquid types are used by 90%, indicating a preference for thorough cleansing. Tablet and individually packaged types remain niche (around 8% combined), suggesting they are still underpenetrated despite their convenience.

10. Most Use Mouthwash as a Final Step Before Bed

Most common usage scenarios: preventive use before sleep and immediate care before social interactions.

The most common time to use mouthwash is "before going to bed at night" (27%), followed by "right before meeting someone (work, date, etc.)" (24%) and "when noticing bad breath while out" (19%). Among users aged 40+, "before bed" rises to 34%, indicating a well-established habit of thorough nighttime care.

In contrast, teens are more likely to use mouthwash "right before meeting someone" or "when noticing bad breath while out" (both 27%), suggesting they use it primarily for immediate social situations.

11. Bad Breath Prevention Is the Top Reason for Using Mouthwash at 56%

Approximately half of mouthwash users cite bad breath prevention as their main reason.

"Bad breath prevention" is the top reason for using mouthwash, cited by 56% of users. Among teens, this jumps to 75%, highlighting the strong link between social awareness and breath care.

Among users aged 40+, however, "bad breath prevention" drops to 38%, while "cavity prevention," "periodontal disease prevention," and "final step after brushing" each hover around 15–16%. This suggests that as users age, they use mouthwash for more complex purposes, including gum care and overall oral health maintenance.

Summary

This survey reveals that oral care is now firmly established as a routine that bridges both beauty and health. With 94% viewing it as part of beauty, interest in whitening and bad breath care is widespread across generations. At the same time, older users place greater emphasis on gum care and overall oral health, showing a generational difference in the depth of care.

While toothbrushes remain central (93%), usage of complementary products is rising: 45% use floss, 52% use mouthwash, and 26% use tongue cleaners. Although mouthwash usage is lower among teens, strong interest in trying it suggests significant growth potential.

Information sources are split among review sites, SNS, and dentist recommendations. Younger users are more influenced by social media and video content, while older users trust professionals and in-store advice—revealing distinct generational touchpoints.

While most users spend under ¥1,000 per month, interest in premium products like whitening items and water flossers is high, indicating that oral care is increasingly seen as a form of "inner grooming." Moving forward, multi-layered product strategies tailored to age and specific concerns will likely be key to market expansion.

If you're unsure which oral care products to choose, check out LIPS' popular rankings:

https://lipscosme.com/rankings/202

https://lipscosme.com/rankings/390

https://lipscosme.com/rankings/263

Survey Details

Method: Online questionnaire

Period: February 20 (Fri) – February 24 (Tue), 2026

Target: LIPS users

Sample size: 1,334 respondents

Reprint Guidelines

When referencing or republishing this survey or rankings, please credit the source as follows and include the links:

(Example: "Survey by LIPS," "LIPS survey")

https://lipscosme.com/rankings/202

https://lipscosme.com/rankings/390

https://lipscosme.com/rankings/263

About LIPS

Launched in January 2017, LIPS is Japan’s #1 downloaded beauty and cosmetics review app (*Source: AppTweak, Japan iOS & Android combined, January 2020 – June 2025). In October 2022, it rebranded with a new logo embodying its mission: "To help you become your ideal self, more freely." Gender- and age-neutral, LIPS empowers users to freely pursue happiness and self-expression through makeup and beauty. As of February 2025, it has surpassed 14 million cumulative downloads (※AppBrew internal data, January 2017 – February 2025, App Store and Google Play combined). The platform offers free access to product reviews, user discussions, popularity rankings, new product updates, and giveaways.

Company Overview

Company: AppBrew Inc.

Address: 4F, Tosei Honcho Building, 1-11-6 Hongo, Bunkyo-ku, Tokyo

CEO: Takashi Matsuda

Business: Planning, development, and operation of the beauty platform app "LIPS"

LIPS (iOS/Android): https://lipsapp.onelink.me/dKgM/rbjqu2xv

LIPS (WEB): https://lipscosme.com/

Contact

PR Department, AppBrew Inc.

TEL: 03-3868-3329

FAX: 03-3868-2366

Email: pr@appbrew.io