Oral care has shifted from supermarket aisles to subscription boxes and social feeds. This directory includes Boka, Bite Toothpaste Bits, Burst, Risewell, Hello Products, Hismile, Quip, Curaprox, and Zenyum. Their ads cover fluoride-free formulas, zero-waste tablets, electric brushes, whitening, and clear aligners. Studying them shows how brands make a low-interest daily product feel worth switching to, and how they balance health claims with design and values, which matters because dental claims are sensitive.
Bite Toothpaste Bits is a Vancouver-founded, US-headquartered zero-waste oral care brand founded by Lindsay McCormick in 2018. The brand sells chewable toothpaste tablets in refillable glass jars, targeting eco-conscious consumers through sustainability-first DTC marketing. Also searched as Bite.
Boka is a Los Angeles-based DTC oral care brand founded by Nik Hall and Josh Elizetxe in 2019. The brand sells nano-hydroxyapatite toothpaste and oral care products formulated without fluoride, targeting health-conscious consumers through ingredient-science-led advertising.
Burst Oral Care is a Los Angeles-based DTC electric toothbrush brand co-founded by Hamish Khayat and Brittany Stewart in 2017. The brand built its GTM strategy around a network of 10,000+ dental hygienist ambassadors who earn commissions and create UGC, delivering professional-tier social proof at scale. Also searched as Burst.
Curaprox is a Swiss oral care brand founded in 1972 by Hans-Beat Häfliger in Kriens, Lucerne. The brand disrupted the dental category with ultra-fine CUREN bristle technology and strikingly colourful packaging. Sold DTC, through pharmacies and dental professionals globally.
Fixodent is a P&G-owned denture adhesive brand and global market leader in its category. In Australia it is marketed through pharmacy and digital channels by Mundipharma. The brand's advertising is predominantly aimed at older adults seeking secure denture fit.
Hello Products was founded in 2012 by Craig Dubitsky in New Jersey, making vegan, cruelty-free oral care — toothpastes, mouthwashes, and whitening products — that are SLS-free, gluten-free, and free of artificial sweeteners. Sold at Target, Walmart, Walgreens, and Amazon alongside its DTC website, Hello took natural oral care mainstream by pricing at mass retail levels rather than premium-only channels. Also searched as Hello.
HiSmile is a Gold Coast oral care brand founded by Nik Mirkovic and Alex Tomic in 2014. The brand scaled to $100M+ revenue through a celebrity influencer seeding strategy (Logan Paul, KSI, Conor McGregor) and heavy Meta performance advertising, expanding from teeth whitening into a full subscription oral care range.
Pick'em is a Berlin startup founded by Joel Enayat, Maximilian Schröpfer and Niklas Terrahe offering flavoured toothpicks as a lifestyle alternative to chewing gum. The brand went viral on TikTok with 250M+ organic views, secured a deal on Die Höhle der Löwen and gained attention from celebrities including Macklemore and KSI. Available at dm, Rossmann and online. Also searched as Pick'em.
Quip is a New York-based DTC oral care brand founded by Simon Enever and Bill May in 2015. The brand won Apple's Design Award for its minimalist electric toothbrush and built a subscription model around quarterly brush head refills delivered by mail.
Risewell is a Chicago-based DTC oral care brand co-founded by John Estrada, Kori Estrada, and prosthodontist Dr. Derek Gatta in 2019. The brand sells hydroxyapatite toothpaste formulated without fluoride, targeting health-conscious families through dentist-authority-led paid social and clean-ingredient education.
Zenyum is a Singapore-founded dental DTC brand offering telehealth-enabled clear aligners and premium oral care products. Founded in 2018 by Julian Artopé, the brand operates across 8 Asian markets — connecting patients with a network of certified dentists and offering treatment at a fraction of traditional orthodontic costs.
Zero Waste Cartel is a US-based sustainable oral-care brand founded in 2018, best known for bamboo toothbrushes sold in 10-packs at under $1.49 per brush—cheaper than branded plastic alternatives. The brand ships plastic-free from the US, plants a tree per order, and has sold over one million brushes with distribution through its DTC site, Amazon, and a wholesale channel serving dental offices. Also searched as Zero.
Toothpaste is a habit product, so the job of the ad is to give someone a reason to switch. Newer brands do that with a clear point of difference. Boka and Risewell speak to health-conscious buyers who want fluoride-free hydroxyapatite formulas. Bite sells chewable tablets in refillable jars to zero-waste shoppers. Burst and Quip lean on design and routine, while Hismile centers on whitening visuals. Creative formats include demos, before-and-after style visuals where permitted, founder or dentist-led explanations, and unboxing content. Subscription is a major mechanism: offers often bundle a starter kit with refills so the brand gets repeat orders. Because health topics are regulated, claims are phrased carefully, and many brands use expert voices or ingredient explanations in place of bold promises. Read the copy closely to see how each brand words benefits, and note where they route traffic: direct to a starter kit, a bundle, or a quiz.
Start with the switching reason. Is the ad built on ingredient philosophy, sustainability, convenience, aesthetics, or professional endorsement? Each one implies a different buyer and a different objection to overcome, such as whether a fluoride-free formula can be trusted. Next, look at how brands handle proof. Dentist or hygienist voices, ingredient explainers, and customer testimonials all appear. Compare which format a brand keeps live over time, since stable ads usually indicate a working concept. Then examine the offer structure. Starter bundles, subscription discounts, and gift sets show how the brands think about lifetime value. Notice how they position refills and replacement heads, because recurring revenue is the engine of the category. Finally, check the visual identity. In a category dominated by clinical white and blue, distinctive color and design are a clear way to stand out, and worth noting for your own creative testing.
They focus on a clear reason to switch, such as fluoride-free formulas, zero-waste packaging, or stylish electric brushes. Demos, expert voices, and subscription starter kits are common formats. Comparing several brands side by side shows which hooks, formats, and offers they repeat.
Brands like Boka and Risewell emphasize hydroxyapatite formulas and health-conscious positioning, often with ingredient explanations and expert-backed messaging. Careful wording matters because health claims are regulated. Comparing several brands side by side shows which hooks, formats, and offers they repeat.
Several direct-to-consumer brands in this directory, including Quip, Burst, and Bite, build offers around starter kits and recurring refills. Their ads show how to frame replacement cycles as convenience. Comparing several brands side by side shows which hooks, formats, and offers they repeat.
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