This issue of C&T both embraces the consumer experience and reexamines reemerging markets, first with an overview of modern oral care innovations. AP/deo formulating in today’s greener, natural age is presented, while AP/deo fundamentals are given. In an attempt to glimpse inside consumers’ minds, a review is featured on test methods to measure emotional response. The question of safety in terms of regional regulatory differences is considered, as are changes to Asian regulations. Finally, in the spirit of self-care, wellness and health, a citizen science approach to microbiome research and case study are presented. We hope our latest edition moves your inner innovator.