Toothpaste is a crowded everyday category where modern direct-to-consumer brands compete on formula, ingredients, and values. The brands here include Boka and Risewell with fluoride-free hydroxyapatite formulas, Bite Toothpaste Bits with plastic-free tablets, Hello Products with vegan drugstore options, and Burst Oral Care with electric toothbrushes. Studying their ads shows how a low-ticket, repeat-purchase product earns attention against giant incumbents. You can see which claims, hooks, and offers each brand keeps running, and where whitespace remains for a new angle.
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.
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.
Marvis is a Florentine oral care brand originally founded in 1958 and repositioned in the 2000s as a luxury lifestyle toothpaste. Known for its distinctive striped retro tubes and adventurous flavours—jasmine mint, ginger mint, amarelli—Marvis has become a global cult gifting product sold DTC and through premium beauty and lifestyle retailers worldwide.
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.
Schmidt's is a natural deodorant and personal care brand selling aluminum-free deodorants, soaps, and toothpaste made with plant-based ingredients. Founded in Portland, Oregon, it grew from a farmers-market brand into a widely distributed natural personal care label sold through major retailers and its own site.
Tom's of Maine (tomsofmaine.com) is a pioneering natural personal care brand founded in 1970 in Maine, acquired by Colgate-Palmolive in 2006. The brand offers fluoride-free and fluoride toothpastes, mineral deodorants, and mouthwash via DTC subscription, claiming the position as America's original natural oral care brand with decades of consumer trust. Also searched as Tom's.
Twice (smiletwice.com) is a DTC oral care brand founded in 2018 by dentist siblings Cody and Julian Levine and musician Lenny Kravitz, born from a dental mission trip to the Bahamas. The brand offers plant-powered, dentist-formulated toothpaste, mouthwash, and whitening products via DTC subscription, donating 10% of profits to the GLO Good Foundation. Also searched as Twice.
Most toothpaste advertisers lead with a point of difference, not the basic job of cleaning teeth. Boka and Risewell build ads around what is left out, such as fluoride, and what goes in, such as hydroxyapatite. Bite centers on the sustainability story, with refillable glass jars and chewable tablets as the visual hook. Hello Products leans on approachable natural, vegan, and cruelty-free positioning at a mainstream price. Formats tend to split into three groups. Short UGC-style videos show the taste, texture, or unboxing. Static ads carry ingredient callouts and comparison framing. Founder or dentist voices lend credibility, which matters because oral health is a trust-heavy purchase. Offers usually push subscriptions, starter bundles, or a first-order discount, since toothpaste is a replenishable product and lifetime value depends on reorders.
Start with longevity. Ads that stay live for weeks signal a hook that works for that brand. Compare how each advertiser frames the same problem, whether that is sensitivity, whitening, safety concerns, or waste, and note which audience each message is written for. Then look at the proof layer. Some brands rely on dentist endorsement, as Burst Oral Care does with its hygienist network. Others use ingredient education, reviews, or founder stories. Notice the landing flow behind each ad: single product page, bundle, or subscription builder. Finally, check the gaps. If most competitors speak to health-conscious adults, a family or kid-focused angle may be underused. Use what you find to test a differentiated hook rather than copying a competitor's claim.
Once you have a list of toothpaste ads, sort them by promise: fluoride-free, zero-waste, dentist-backed, natural, or whitening. Pick two or three promises that match your product and write one hook for each. Keep the proof layer honest, using ingredients, packaging, or professional input you can actually support. Test format as well as message. A UGC taste test, an ingredient explainer, and a founder story will pull different audiences even with the same offer. Watch how Boka, Bite, and Hello Products vary tone from clinical to playful, and decide where your brand sits. Finally, plan the post-click experience, because subscriptions and starter bundles carry most of the value in this category. Review results after a few weeks, keep the hooks that hold attention, and retire the ones that fade, so each round of tests starts from what you have already learned.
Boka and Risewell both sell hydroxyapatite toothpaste formulated without fluoride, and their ads speak to health-conscious shoppers and families. Searching their ads side by side shows how each one explains the ingredient and which proof points, such as dentist involvement, they put in the creative.
Bite Toothpaste Bits is the clearest example. Its creative centers on plastic-free tablets and refillable glass jars, so the packaging itself becomes the hook. Ads tend to show the product ritual and the reduction in waste to reach zero-waste shoppers. Filter by how long an ad has run to spot likely winners, and note the format and opening line, since those usually reveal what the brand has already validated with spend.
Replenishable oral care usually pushes subscriptions, starter kits, and bundles. Check each advertiser's live ads to see whether the offer is a discount, a bundle, or a risk-free trial, and how it changes across audiences. Save the examples that stand out into a swipe file and tag them by angle, so you can compare patterns across brands instead of copying a single ad.
Burst Oral Care sells electric toothbrushes and built its go-to-market around dental hygienist ambassadors. Curaprox is known for ultra-soft toothbrushes. Browse their ads to compare design-led and clinical-led messaging. Remember that ads show messaging, not results, so treat what you see as a source of hypotheses to test rather than proof of what performs for that brand.
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