The company has been selected as one of three winning Probiota Pioneers for its work in supporting the oral microbiome, a growing area of interest for consumers.
According to data from Future Market Insights, the probiotics for oral health market was valued at $3 billion in 2025, and is expected to reach $5.7 billion by 2035, growing at a CAGR of 6.5%. However, Samangi Wijesena, Luvbiotics co-founder and microbiologist explained that this shift has not been without challenges.
“Many dental professionals continue to believe that antibacterial action is the best approach to oral care, making education a key barrier to adoption,” she told NutraIngredients. “However, as awareness increases, more holistic dental professionals are beginning to recommend probiotic-based oral care as a way to support long-term oral health rather than simply eliminating bacteria.”
The brand was officially launched in 2021, however, research and development started around three to four years before that, Wijesena said.
“At the time, there were many products for the gut microbiome and skin microbiome, but very few consumer-friendly products focused on the oral microbiome,” she said. “Most oral care brands still focus on killing everything in the mouth rather than balancing it, so our mission became to create oral care products that work with the oral microbiome, not against it, helping to balance it using probiotics rather than sterilizing the mouth.”
Formulating for oral health
The product line includes mint, cherry and lemon-flavored lozenges as well as mouthwashes and toothpastes, all of which launched at the same time. The idea was to reduce barriers for consumers by using formats they are already familiar with, Wijesena explained.
The company selected two probiotic strains to include in their products, Lactobacillus reuteri and Lactobacillus paracasei, both of which are scientifically recognized for their ability to reduce cavity-causing bacteria such as Streptococcus mutans and Porphyromonas gingivalis.
The challenge for Luvbiotics was finding probiotic strains which were suitable for water-based products, Wijesena explained. As mouthwash is water-based, live probiotics aren’t suitable and encapsulation is expensive and difficult to scale. For this reason, the mouthwash and toothpaste uses inactivated bacteria, while the lozenges use live freeze-dried probiotics.
Market demand for oral probiotics
The brand operates through third party sellers such as Amazon, Holland & Barrett, and Superdrug, as well as direct to consumers. Through sales, Luvbiotics has verified that there is a strong global demand for more holistic-minded oral care.
Having entered the United States a year and a half ago, it is now LuvBiotics’ biggest market, while sales in the Middle East sales are also growing rapidly. In Europe, Germany and Spain lead in demand, with France also growing quickly. Having originally launched in the UK, it is still a leading region.
“Consumers are becoming more aware of how the oral microbiome is linked to systemic health,” Wijesena said. “There’s increasing research and awareness, and dental professionals are beginning to recommend probiotics, especially alongside oral microbiome testing.”
IPA World Congress + Probiota 2026
Luvbiotics, alongside other Probiota Pioneers Totality Bioscie nces and Microvitality, will be on the program for the three-day event, which will take place Feb. 11–13, 2026, at The Convention Centre, Dublin.
“We’re looking forward to seeing more scientific research from other companies, connecting with research partners for potential clinical trials, and meeting like-minded people who are enthusiastic about probiotics,” Wijesena said.
Secure your spot at Probiota 2026 here !
