BURST Oral Care

What BURST Oral Care does

BURST Oral Care is a U.S.-based direct-to-consumer oral care company that designs, markets, and distributes electric toothbrushes, water flossers, dental floss, whitening products, toothpaste, and oral probiotics to end consumers. Founded by Hamish Khayat and headquartered in Covina, California, the company operates with a headcount of 11-50 employees and sells through owned e-commerce storefronts in the United States, Canada, the United Kingdom, and Ireland. Its flagship hardware is built around sonic vibration technology, with current product lines including the BURST Pro 2.0 and Curve adult sonic toothbrushes, the Nova kids' brush, expanding floss, cordless water flossers, and ancillary consumables.

The company's go-to-market is differentiated by a community-led model: more than 40,000 licensed dental professionals serve as ambassadors, generating peer-to-peer recommendations that act as a low-funnel acquisition channel. This is paired with subscription-based recurring revenue from consumables (replacement brush heads, floss refills, toothpaste) on top of one-time hardware purchases, bundles, and brand licensing deals. Reported commercial traction includes more than 85,000 customer reviews at a 4.9-star average and an estimated 18-25% share of U.S. cordless water flosser unit sales through online channels.

BURST has raised disclosed funding of more than $20M across a 2019 round led by Volition Capital and a May 2020 round from Goldman Sachs Growth Equity. Leadership includes Hamish Khayat as Founder and CEO, Brittany Stewart as Chief Operating Officer, and Neil Rothstein as Chief Product Officer. The company's announced Care Bears partnership with Cloudco Entertainment points to a further push into family and kids segmentation and brand licensing as an additional revenue layer.

Name

BURST Oral Care

Legal name

BURST.USA Inc.

Website

https://burstoralcare.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

BURST Oral Care is a U.S.-based direct-to-consumer oral care company selling sonic toothbrushes, water flossers, floss, toothpaste, and oral care consumables to consumers via e-commerce, supported by a 40,000+ dental professional ambassador network across the U.S., Canada, the U.K., and Ireland.

Ownership category

akta.pro rank

Product category

Consumer Oral Care

NAICS

Dental Equipment and Supplies Manufacturing (339114), Health and Personal Care Retailers (456)

SIC

Dental Equipment & Supplies (3843), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

akta.pro secondary industries

Electric Toothbrushes & Power Brush Heads (CRABAFAC), Dental Floss, Picks & Interdental Cleaners (CRABAFAE)

Keywords

• Oral care products
• Electric toothbrushes
• Dental hygiene products
• Teeth whitening
• Dental floss products

Headquarters

HQ city

Covina

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Subscription Consumables: Recurring subscription model for replacement brush heads, floss bobbins, whitening strips, probiotics, and other consumables delivered on 4-12 week schedules. Subscribers receive discounts and free gifts with purchase. This creates predictable recurring revenue and high customer lifetime value.
2. One-Time Hardware Sales: Direct purchase of sonic toothbrushes (Pro 2.0, Curve, Nova, Kids), water flossers, toothpaste, whitening products, and accessories at full price with occasional promotional pricing.
3. Bundle and Gift Sales: Pre-curated product bundles like Brittany's Beauty Bundle and Hamish's Hygiene Haul offered at discounted prices compared to individual products. Also includes digital gift cards.
4. Licensing Revenue: BURST Oral Care receives licensing fees for branded oral care products through partnerships such as the Care Bears licensing agreement with Cloudco Entertainment.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

BURST Oral Care designs, manufactures, and sells direct-to-consumer oral care products including sonic electric toothbrushes (Pro 2.0, Curve, Nova, Kids), expanding dental floss, water flossers, teeth whitening strips and trays, toothpaste, and oral probiotics. Products are sold primarily through the company's own e-commerce website at burstoralcare.com, with subscription-based refills for consumable brush heads, floss, whitening strips, and probiotics. The portfolio is co-developed with a community of 40,000+ dental professional Ambassadors who provide product feedback and endorsements.

Product overview

BURST Oral Care is a direct-to-consumer oral care brand that offers a comprehensive product portfolio across multiple categories including electric sonic toothbrushes, dental floss, toothpaste, teeth whitening products, water flossers, and oral probiotics. The core offering centers on three sonic toothbrush lines: the premium Pro 2.0 with advanced features (LED display, 5 modes, pressure sensor), the travel-focused Curve (curved design, long battery), and the budget-friendly Nova (battery-powered). The floss line features unique expanding technology that reacts with saliva. Whitening products include strips, trays, and pens. Water flossers provide cordless interdental cleaning. The probiotic line targets oral microbiome health. All products are co-developed with a community of 40,000+ dental professional Ambassadors. The company operates on a subscription model with replacement plans for brush heads, floss, and other consumables.

Differentiator

Problem solved

Functional benefit

Brands

• BURSTkids: Kid-specific oral care product line including kids sonic toothbrush, kids water flosser, kids toothpaste, kids oral probiotics, and kids flossables.

Products and services

• Pro 2.0 Sonic Toothbrush Premium flagship sonic electric toothbrush with 36,000 VPM, 5 brushing modes (Whitening, Clean, Massage, Sensitive, Freshen), smart LED display, pressure sensor, and up to 9-month battery life. Clinically proven to remove up to 10x more plaque than manual brushes. Targets health-conscious adult consumers seeking professional-grade home dental care.
• Curve Sonic Toothbrush Travel-focused sonic electric toothbrush with curved ergonomic design, up to 75-day rechargeable battery, 2 brushing modes, and protective travel cap. Targets travelers and consumers seeking a compact secondary brush.
• Nova Sonic Toothbrush Entry-level affordable sonic toothbrush with aluminum handle, 18,000 VPM, single brushing mode, and AAA Duracell battery-powered operation. The most affordable brush option, targeting first-time sonic toothbrush buyers.
• Kids Sonic Toothbrush Pediatric sonic electric toothbrush with super-soft bristles, 2 brushing modes, 30-day rechargeable battery, and kid-friendly design. Removes up to 26x more plaque than manual brushes. Targets children ages 2+ and their parents.
• Expanding Floss Proprietary black dental floss that expands on contact with saliva to reach between teeth and remove plaque, featuring soft thread with adsorptive xylitol coating. Clinically proven to remove 2x more plaque than regular unwaxed floss. Available in Mint Eucalyptus, Watermelon Mint, and Juniper Berry flavors. Targets adult consumers seeking effective interdental cleaning.
• Water Flosser Compact cordless electric oral irrigator using a powerful water jet to clean between teeth and along the gumline, with 3 pressure settings. Co-created with dental professionals. Targets consumers seeking interdental cleaning beyond string floss.
• Kids Water Flosser Pediatric water flosser with compact design, 3 pressure settings, rechargeable battery, and braces-friendly safe silicone tip. Targets children, especially those with orthodontic appliances.
• Non-Slip Whitening Strips At-home teeth whitening strips with non-slip grip technology containing 6% hydrogen peroxide. Clinically proven to deliver visible whitening from the first 15-minute treatment, with a no-sensitivity formula safe for sensitive teeth. Available in Mint and Watermelon flavors.
• Prefilled Whitening Trays Professional-grade at-home whitening trays with 15% hydrogen peroxide in flexible 360° fit trays, enamel-safe with soothing xylitol, aloe, and coconut. Targets consumers seeking fast, mess-free, dentist-grade whitening at home.
• Precision Whitening Pen Portable precision whitening pen for targeted tooth whitening on the go, shown to whiten teeth by up to 5 shades after 7 days of use.
• Dissolving Breath Strips Dissolving oral strips that simultaneously whiten teeth and fight bad breath by killing 93% of germs. A two-in-one breath freshening and whitening solution.
• Oral Health Probiotics Chewable probiotic lozenges with 6 billion live CFUs of clinically studied BLIS K12 and BLIS M18 Streptococcus salivarius strains. Clinically shown to reduce bad breath in over 85% of users by rebalancing the oral microbiome. Targets adults seeking microbiome-based oral care.
• Kids Oral Probiotics Children's oral probiotic supplement with clinically studied strains to support oral microbiome, immune system, and daily wellness in kids.
• Wild Mint Toothpaste Fluoride toothpaste with clean ingredients that promotes a healthy oral environment by balancing pH levels while cleaning and whitening. Co-developed with the Ambassador community of 40,000+ dental professionals.
• Charcoal Coconut Salt Toothpaste Whitening toothpaste featuring activated charcoal and coconut oil formulated for stain removal and enamel protection.
• UV Toothbrush Sanitizer UV-C light sanitization accessory that kills 99.99% of germs on toothbrush heads in 5 minutes, with dual-head capacity and USB-C rechargeable battery. Targets hygiene-conscious consumers seeking to disinfect their toothbrush heads.
• Big Floss Dispenser Countertop floss dispenser delivering 273 yards of Expanding Floss in a refillable design made from 95% recycled plastic. Targets families and eco-conscious consumers.
• Brittany's Beauty Bundle Premium gift bundle featuring a Rose Gold Pro 2.0 Sonic Toothbrush with whitening, flossing, and beauty accessories. Discounted compared to buying items individually and includes subscription refills.
• Hamish's Hygiene Haul Everyday essentials bundle centered on the black Pro 2.0 Sonic Toothbrush bundled with floss, whitening strips, and interdental care products. Discounted versus individual product purchase and includes subscription refills.
• Care Bears Branded Oral Care (Licensed Line) Licensed Care Bears branded oral care products offered under a licensing partnership with Cloudco Entertainment. Generates licensing revenue for BURST Oral Care while extending brand reach through co-branded oral care SKUs.

Quantifiable outcome

• Sonic toothbrush removes up to 10x more plaque than manual toothbrush
• +5 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Quip: Quip is a direct DTC competitor offering subscription electric toothbrushes, floss, and oral care refills with a similar community/professional endorsement model. Both brands compete head-to-head in the DTC subscription electric toothbrush category and target the same premium consumer segment.
• Hismile: Hismile is a DTC oral care brand focused on teeth whitening strips, kits, and toothpaste with strong social media virality. It competes directly with BURST's whitening line (strips, trays, pens) and shares a similar direct-to-consumer, influencer-driven growth model.

Broad incumbents

• Philips Sonicare: Philips Sonicare is the global market-leading sonic electric toothbrush brand sold through retail and dental professional channels. While it operates at a much larger scale and broader portfolio, it directly competes with BURST Pro 2.0 on sonic cleaning technology and premium pricing tiers.
• Oral-B (Procter & Gamble): Oral-B is the dominant manual and electric toothbrush brand globally, owned by Procter & Gamble. It competes across BURST's full product range (brushes, floss, toothpaste, water flossers) via mass retail distribution with substantially larger marketing and R&D budgets.
• Colgate-Palmolive (Colgate): Colgate is the global toothpaste and oral care leader, expanding into electric toothbrushes and whitening strips. It overlaps directly with BURST's toothpaste, whitening, and brush categories and uses its massive retail footprint to undercut emerging DTC entrants.
• Waterpik (Church & Dwight): Waterpik is the established leader in water flossers, owned by Church & Dwight. It competes directly with BURST's cordless Water Flosser through extensive retail distribution and brand recognition in the professional dental channel.
• Crest (Procter & Gamble): Crest is one of the largest oral care brands globally, offering toothpaste, whitening strips, and electric toothbrushes. It competes with BURST across multiple product categories through mass retail distribution and brand awareness built over decades.

Regional players

• Spotlight Oral Care: Spotlight Oral Care is an Ireland-based premium oral care brand selling electric toothbrushes, toothpaste, and whitening products with a strong dental professional endorsement model. It is highly comparable to BURST on product range and community-led GTM, but it primarily serves the UK and Irish markets rather than the US.

Emerging players

• Hello Products: Hello Products is a fast-growing natural oral care brand offering toothpaste, mouthwash, and floss with a clean-ingredient positioning. It overlaps with BURST's toothpaste and floss lines through retail and DTC channels and appeals to similar health-conscious consumers.
• Snow Teeth Whitening: Snow is a DTC premium teeth-whitening brand with LED kits, strips, and serums. It competes directly with BURST's whitening portfolio and shares a similar influencer/celebrity-driven, direct-to-consumer growth motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/burstoralcare
• LinkedInlinkedin.com/company/burst-oral-care
• TikToktiktok.com/@burstoralcare

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BURST Oral Care