Oral care personal care products which are classed as cosmetics in certain global regions such as Europe benefit from in vitro testing to help accelerate product development and support marketing claims. Novel oral care products need to be safe for use by consumers and must also perform well and whilst in vivo clinical studies for oral care products are the gold standard in terms of product assessment, these can be rather complex, time-consuming and expensive. Instead, a well-designed in vitro test can often yield the required data much more quickly and at a lower cost.

Our expert, Pete Hall, introduces in vitro study approaches for oral care products and illustrate with several case studies how such studies – whether they are to support early-stage development of a product formulation or in support of marketing claims or pack claims - may accelerate product development.