Startups To Watch
From toothpaste tablets to popping breath mints, startups are innovating across the direct-to-consumer oral care space as consumers increasingly look to at-home solutions.
Oral health is receiving greater attention as a contributing factor to overall health and appearance. In recent years, startups have brought innovation to the $40B+ oral health market with connected products, eco-friendly designs and formulations, and new formats for longstanding staples like toothpaste.
Startups and larger players alike are revamping the at-home consumer oral care space, as people remain quarantined amid Covid-19. Brands like Apa Beauty are positioning their oral health products as luxury offerings, while others like SmileDirectClub — which went public in September 2019 — are reducing the cost of in-office treatments like teeth straightening.