In a world where self-care now includes gut flora, daily journaling, and skincare routines with more steps than a Broadway choreography, Cynthia Erivo is reminding us of something refreshingly simple: wash your damn mouth. The Tony-, Grammy-, and Emmy-winning powerhouse has officially partnered with Listerine for its bold new “Wash Your Mouth” campaign—a high-profile push to shift the narrative around oral health from “minty fresh” to “mission critical.”
“For me, oral care has always been an important part of my self-care routine,” said Erivo in a statement. “What I love about partnering with Listerine is their commitment to making sure a basic daily routine is executed thoroughly…with the final touch of using Listerine Total Care Alcohol Free mouthwash, I know my mouth is super clean—and that means I really am ready for anything.”
And if you’ve heard Erivo hit a note, you know a clean mouth is not just cosmetic, it’s a weapon. The 38-year-old Wicked star says she never warms up her iconic vocal cords without a rinse first. That’s right: no mouthwash, no magic. Watch below:
The “Wash Your Mouth” campaign was developed in partnership with creative agency Billion Dollar Boy and is running across TV, digital, retail, and influencer channels. It positions mouthwash not just as a breath-freshener but as a vital third step in a complete oral care routine, one as non-negotiable as your morning shower. Think less “minty rinse,” more “oral hygiene glow-up.”
To support the rollout, Listerine will drop an exclusive “Wash Your Mouth Kit” on August 4. It includes Listerine Total Care Alcohol Free mouthwash, a swish cup, a Quip toothbrush, dental floss, and other oral health essentials. Supplies are limited, so expect the oral hygiene equivalent of a sneaker drop.
This isn’t Listerine’s first duet with a Wicked alum. Kristin Chenoweth previously lent her voice to a campaign in 2012 that raised $100,000 for America’s ToothFairy, a nonprofit focused on children’s dental health. Now, Erivo takes the spotlight as Listerine’s latest leading lady, bringing both star power and a surprisingly fierce perspective on floss.
“We wanted to do something creatively bold, relevant, and rooted in wellness,” said Kamran Shahzad, head of U.S. oral care at Kenvue (Listerine’s parent company). “Cynthia embodies all of that.”
And it turns out, she’s not alone. Joining Erivo is a lineup of cultural tastemakers—musicians, foodies, sommeliers, beatboxers—each explaining why a clean mouth is essential to their craft. Whether you’re sipping wine or spitting bars, your oral microbiome matters.
The campaign also reflects a bigger trend in wellness: a move toward whole-body health that includes the mouth. According to Dr. Jaskaren Randhawa, founder of Sama holistic dental wellness, inflammation in the mouth can lead to severe conditions ranging from autoimmune issues to malnutrition. “Oral care isn’t just about your teeth anymore,” she says. “It’s about your entire well-being.”
With the oral health industry projected to hit $10.8 billion in U.S. sales this year (per Mintel), brands like Listerine are staking a bold claim in the self-care space—one swish at a time.
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