Times have changed in the world of caring for one’s teeth. An industry once dominated by grocery store toothbrushes and color-laden pastes now scoffs at the notion of anything but a bespoke brush on a vanity counter. The toothbrush, specifically, has become the latest target of tech disruption. Direct-to-consumer models, affiliate programs, and monthly subscription-based saving services are the new normal for oral care companies. And while everyone is aiming at the same object, select brands have stood out as superior marksmen. See below to learn about those giving new meaning to putting money where your mouth is.
Founded in 2017 by Hamish Khayat and Brittany Stewart, the direct-to-consumer subscription brand has pushed both industry norms and competing oral care companies out of complacency. They break idle rules and forge their own — ones that have later been mimicked unsuccessfully by contenders. Supported by a team of dental professionals, their products boast rare numbers of consumer reviews, consistently out-perform well-known industry titans, and are favored by celebrity smiles. With the recent launch of an oral probiotic, BURST’s résumé remains robust.
Standout products: Sonic Toothbrush, Natural Toothpaste, Oral Probiotics
A pioneer in Nano-Hydroxyapatite toothpaste, OJOOK is a niche, new brand that combines Eastern wellness philosophies with Western practices. Aiming to provide fluoride-sensitive consumers with a new and more natural alternative, this paste integrates science with heritage rituals. With an emphasis on mindfulness, OJOOK wants users’ routines to resemble more of a self-healing ritual. Featuring Jukyeom, an ancient mineral salt baked nine times in bamboo, and non-toxic fluoride alternative (nHA) remineralizes teeth and aims to establish a healthy oral microbiome.
Standout product: Toothpaste with nHA and Bamboo Salt
RiseWell is a natural oral care brand rooted in science. Founded by a wife, husband, and brother-cum-dentist team, RiseWell came from the desire to make natural and effective oral care accessible to families. Another brand utilizing Hydroxyapatite, RiseWell says the star ingredient has been the gold standard in Japanese dentistry for over four decades. With products fit for the whole family, RiseWell prides itself on eliminating chemicals from bathroom counters.
Standout Products: Kids Hydroxyapatite Toothpaste, Balancing Mouthwash
A whiskey flask-shaped bottle of Olas Marine Bio-Active Mouthrinse is no stranger to Instagram’s most famous vanities. A dentist and surfer, founder Dr. Christopher Perez aimed to combine his joy of the ocean with his passion for dentistry and healthy smiles. Dubious of alcohol-based rinses and mouthwash, Dr. Perez sought out to create a sustainable mouthrinse to support a healthy oral microbiome. What he got was a cult-favorite product.
Standout Product: Marine Bio-Active Mouthrinse
vVARDIS Instant Bright and White Concentrate
A new brand founded by renowned Swiss dentists and sisters Golnar and Haleh Abivardi, vVardis makes the chic whitening product that has beauty editors buzzing. Their new brand features a propriety and globally patented formula they call WX. While the actual contents of WX Formula remain unclear, the brand promises that it is the first tooth whitener that is actually good for your teeth, but it does contain fluoride. Set to launch this month, vVardis is a heavily anticipated luxury player in the oral care game.
A brand founded by a dental hygienist, ToothShower aimed to conquer a simple realization: people hate flossing. Their patented new water flossing system is designed for use in the shower, a mechanism the brand knew would simplify an oftentimes overlooked element of proper oral care. Connecting to any showerhead attachment and configuration, consumers simply attach the water flosser suite to their shower wall and link to its water supply.