quip
Quip (Quip NYC Inc.) is a Brooklyn-based consumer oral care company founded in 2014 that designs electric toothbrushes, water flossers, toothpaste, and whitening strips sold DTC and through mass retailers to over 12 million consumers, monetizing via hardware sales plus a recurring refill subscription.
- Company typePrivate
- Founded2014
- HeadquartersBrooklyn, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What quip does
Quip (Quip NYC Inc.) is a Brooklyn-based, Delaware-incorporated consumer oral care company founded in 2014 that designs, sells, and distributes electric toothbrushes, water flossers, toothpaste, whitening strips, and refillable floss through both direct-to-consumer e-commerce and mass-market retail channels. Its product portfolio spans the original battery-powered Sonic line ($25-$30), the Rev Oscillating family ($50-$70, launched July 2024), the premium Ultra Smart Sonic ($100, Bluetooth-connected), the mid-tier Ultra Lite Sonic ($60, February 2026), kids' brushes, water flossers ($49-$75), and consumable refills, with three lines carrying the ADA Seal of Acceptance. The technical platform centers on Bluetooth connectivity between smart brushes and the quip iOS/Android app for automatic brushing telemetry, pressure-sensor alerts, two-minute timers, and the EasyClick Brush Pod refill system, the latter of which reduces waste by approximately 70% relative to standard brush head replacements.
The business model combines one-time hardware sales with a subscription refill service that auto-ships brush heads and oral care consumables on 3-12 month cadences, offering up to 15% off bundles, free first-shipment shipping, and up to 20% back in quip Perks loyalty credits. Revenue streams therefore include hardware sales, recurring subscription refills, and a smaller B2B professional services stream via quippros.com. Distribution spans the owned getquip.com storefront, Amazon, and major US retailers including Target, Walmart, CVS, Walgreens, HEB, and Wegmans. The company has raised over $150M in disclosed equity capital, including a $100M Series B in August 2021 led by Cowen Sustainable Investments, and acquired Toothpic in April 2022 to enter tele-dentistry and virtual dental screenings. Quip claims a user base of more than 12 million individual consumers, with reported DTC unit share of 18-25% in the US cordless water flosser category.
quip firmographics
Firmographics- Name
- quip
- Legal name
- Quip NYC Inc.
- Website
- https://getquip.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Quip (Quip NYC Inc.) is a Brooklyn-based consumer oral care company founded in 2014 that designs electric toothbrushes, water flossers, toothpaste, and whitening strips sold DTC and through mass retailers to over 12 million consumers, monetizing via hardware sales plus a recurring refill subscription.
- Ownership category
- akta.pro rank
quip industry classification
Industry- Product category
- Consumer Oral Care
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Electric Toothbrushes & Power Brush Heads (CRABAFAC)
- akta.pro secondary industries
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA), Toothpaste & Toothpowder (CRABAFAA), Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ)
Keywords
Where quip is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
quip business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Subscription Refills: Quip's primary recurring revenue stream centers on its subscription model, delivering brush heads, floss refills, and oral care products (toothpaste, whitening strips) to subscribers on a quarterly or customizable schedule. Subscribers earn quip Perks loyalty credits (up to 20% back) and receive free first-subscription shipping. Subscriptions are cancelable anytime.
- One-Time Product Sales: Quip generates one-time revenue from direct sales of electric toothbrushes (Sonic, Ultra, Ultra Lite, Rev), water flossers, toothpaste, whitening strips, brush head refills, and accessories through its DTC website and retail partners.
- Professional Dental Network Services: Quip operates quippros.com, a professional network platform connecting the company with dental professionals and dental offices, generating revenue through B2B product supply and referral relationships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Ultra Smart Sonic Toothbrush – $100 (one-time) or subscription |
| Unit Pricing | Pay-as-you-go | Ultra Lite Sonic Electric Toothbrush – starting at $60 |
| Unit Pricing | Pay-as-you-go | Rev Oscillating Toothbrush – $50 (one-time) or subscription |
| Unit Pricing | Pay-as-you-go | Sonic Toothbrush – starting at $25.50 (sale price) |
| Unit Pricing | Pay-as-you-go | Kids Sonic Toothbrush – starting at $25 |
| Unit Pricing | Pay-as-you-go | Brush Head Refills – $8–$12 per unit |
| Unit Pricing | Pay-as-you-go | Daily Strengthening Anticavity Toothpaste – $7–$8 per tube |
| Unit Pricing | Pay-as-you-go | Whitening Strips – $22–$24 per 10-pack |
| Unit Pricing | Pay-as-you-go | Rechargeable Cordless Water Flosser – starting at $49 (sale price) |
| Subscription | Monthly | Subscription + Refill Plan – 15% discount on bundles |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels9 records
quip product offering
Product offeringCore offering
quip designs, manufactures, and sells consumer oral care products including electric toothbrushes (Sonic, Ultra Smart, Ultra Lite, Rev Oscillating, Rev Smart Oscillating, Kids Sonic), water flossers, dissolvable whitening strips, fluoride toothpaste, floss refills, and brush head refills. The company sells directly through its DTC website and mobile app, through major U.S. retail chains, and via a subscription refill program that auto-ships replacement brush heads, toothpaste, and floss on a 3–12 month cadence, with a Bluetooth-connected app offering brushing tracking, coaching, and quip Perks loyalty rewards.
Product overview
quip is an oral healthcare company offering a multi-tiered portfolio of consumer oral care products built around smart electric toothbrushes, supported by a subscription refill service and a companion mobile app. The core product line spans three electric toothbrush types: (1) the original Sonic Battery Toothbrush (battery-powered, ADA-accepted, entry-level at $25-35); (2) the premium Ultra Smart Sonic Toothbrush ($100, Bluetooth-connected, app-tracking, 10+ intensity settings via LED touch bar, EasyClick pod system); and (3) the Rev Oscillating Toothbrush ($50, July 2024 launch, rotating/pulsating bristles) alongside the newer Rev Smart Oscillating Toothbrush ($65-70, Bluetooth-enabled, 2026). The mid-range Ultra Lite Sonic ($60, February 2026) bridges the original Sonic and premium Ultra tiers. quip extends its ecosystem with water flossers ($49-75), dissolvable whitening strips (Rapid and Ritual, $22 each), fluoride toothpaste ($7-8, new 2025 formula), and replacement brush heads for all brush lines. The quip app (iOS/Android) connects smart brushes via Bluetooth for automatic habit tracking and quip Perks reward credits, while the subscription service auto-ships refills on 3-12 month schedules. A professional platform (quippros.com) connects the brand with dental providers. The April 2022 acquisition of Toothpic (telehealth startup) expanded the platform toward virtual dental screenings, and the $100M Series B (August 2021) funded expansion including a planned virtual orthodontist service.
Differentiator
Problem solved
Functional benefit
Brands
- Toothpic: Dental telehealth platform acquired by quip enabling virtual dental screenings
Products and services
- Ultra Next Generation Smart Sonic Toothbrush Premium rechargeable sonic electric toothbrush with Bluetooth connectivity for automatic app syncing, brushing habit tracking, and rewards. Features 15x more plaque removal, 2x more whitening within 1 week, 10+ intensity settings via dynamic LED touch bar, guiding pressure sensor, up to 30-day battery life, 2-minute timer with 30-second quadrant pulses, and the EasyClick Brush Pod refill system (70% less waste). ADA Accepted. Available at $100 in Stone, Dusk, Moss, Onyx, and Eclipse colorways.
- Ultra Lite Sonic Electric Toothbrush Mid-range rechargeable sonic electric toothbrush featuring the EasyClick Brush Pod system, three intensity modes (Gentle, Daily, Deep Clean), wireless magnetic charging, guiding pressure sensor, up to 30-day battery life, 2-minute timer with 30-second quadrant pulses, and auto shutoff. Silicone handle design with 70% less waste versus standard brush heads. Not Bluetooth-enabled; supports manual habit logging in the quip app. Available at $60 in Ash, Iris, Air, and Meadow colors.
- Rev Oscillating Toothbrush Rechargeable oscillating electric toothbrush with rotating and pulsating bristles. Features up to 11x more plaque removal, up to 2x more whitening starting day 1, three intensities (Gentle, Daily, Deep Clean), pressure sensor alerts, dual-length soft bristles (outer for gumline/interdental, inner for polishing/whitening), up to 30-day battery life, and 2-minute timer with 30-second pulses. ADA Accepted. Priced at $50.
- Rev Smart Oscillating Toothbrush Smart variant of the Rev Oscillating Toothbrush with Bluetooth connectivity for automatic app syncing, brushing habit tracking, and rewards. Combines oscillating brush technology (up to 11x plaque removal, 3 intensities, pressure sensor, up to 30-day charge) with smart connectivity. Launched at $65-70 in Crescent color.
- Sonic Battery Toothbrush (Original) Original battery-powered sonic electric toothbrush with sensitive sonic vibrations, 2-minute timer with 30-second pulses, soft bristles on replaceable brush head, slim lightweight travel-ready design with travel cover doubling as mirror mount. ADA Accepted. Available in 30+ colors (including metal and glow-in-the-dark editions) at $30 (sale $21.25).
- Kids Sonic Toothbrush Battery-powered sonic electric toothbrush designed for children with compact size, soft bristles, 2-minute timer with 30-second pulses, and travel cover/mirror mount. Available in Wonder, Spark, Dream, Thrive colors plus glow-in-the-dark editions at $25.
- Rechargeable Cordless Water Flosser Rechargeable cordless water flosser for interdental cleaning with metal body design, magnetic USB charger cable, stand, and travel case. Available in All-Black, White, Sky Blue, and Midnight Blue colors. Priced at $75 (sale $49).
- Refillable Floss String Refillable dental floss string dispenser in copper metal finish providing a sustainable alternative to disposable floss picks.
- Rapid Dissolvable Whitening Strips Fast-acting dissolvable whitening strips with 8% peroxide for pro-strength results. Dissolve in approximately 15 minutes. TSA approved. Priced at $24 for a 10-pack.
- Ritual Dissolvable Whitening Strips Gentle peroxide-free dissolvable whitening strips designed for sensitive teeth. Dissolve in approximately 15 minutes. TSA approved. Priced at $24 for a 10-pack.
- Daily Strengthening Anticavity Toothpaste Fluoride toothpaste for everyday protection and cavity prevention. Available in Cool Mint and Fresh Watermelon flavors at $7-8 per tube. Travel-size toothpaste available at $5. New formula launched in 2025.
Quantifiable outcome
- Up to 15x more plaque removal between teeth (vs. manual toothbrush, in vitro study)
- +6 more outcomes
Companies that use quip
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
quip technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature6 records
quip partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- GlowbarminorLimited-time partnership (April 26–30, 2026) where Glowbar clients booking services at 23 U.S. locations received complimentary quip Dissolvable Whitening Strips. The collaboration aligned both brands around routine-driven self-care wellness, with joint CEO commentary highlighting the shift from indulgence to consistency in consumer self-care attitudes.
- ToothpiccoreQuip acquired Toothpic, a dental telehealth startup, enabling quip to offer virtual dental screenings and expand its platform to address oral healthcare needs in underserved areas. The acquisition expanded quip's user base to over 40 million and marked entry into tele-dentistry services.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
quip competitors and assessment
Company assessmentEmerging players
- Snow Teeth Whitening: Snow is a DTC brand specializing in teeth whitening strips, LED kits, and related oral cosmetic products sold direct-to-consumer. Snow overlaps with Quip's whitening strips category and shares a DTC subscription and influencer-driven GTM model.
- Boka: Boka is a DTC natural oral care brand selling fluoride-free toothpaste, floss, and whitening strips with a subscription model. It targets the same health-conscious consumer as Quip and competes most directly in the toothpaste and whitening adjacencies.
- Hello Products: Hello is a DTC-friendly natural oral care brand selling toothpaste, mouthwash, floss, and toothbrushes through retail and online. It is a partial peer in the broader oral care category, overlapping with Quip's toothpaste and kids lines.
Broad incumbents
- Colgate-Palmolive: Colgate-Palmolive is a global oral care incumbent with manual toothbrushes, toothpaste, and the Colgate hum smart toothbrush. It competes with Quip across both manual and electric categories and has the scale to undercut Quip on retail pricing and shelf placement.
- Philips Sonicare: Philips Sonicare is the global category leader in sonic electric toothbrushes, sold across dentists, retail, and DTC at a wide range of price points. Quip competes head-to-head in sonic technology and is explicitly benchmarked against Sonicare by reviewers and consumers.
- Oral-B (Procter & Gamble): Oral-B is the dominant oscillating/rotating electric toothbrush brand owned by Procter & Gamble, with deep dentist-channel relationships and broad retail distribution. Quip's Rev Oscillating line and Ultra Smart compete directly against Oral-B's iO and Genius lines on both technology and shelf space.
Direct peers
- Burst Oral Care: Burst is the closest direct competitor to Quip: a DTC oral care brand selling electric toothbrushes (sonic and oscillating), brush head subscriptions, and whitening products online and through retail. The two are repeatedly mentioned together as the leading US DTC challengers in the electric toothbrush subscription segment.
- Waterpik: Waterpik is the leading US water flosser brand, directly comparable to Quip's Rechargeable Cordless Water Flosser line. Quip and Burst together are identified as the DTC disruptors taking share from Waterpik in the cordless water flosser category.
- Goby: Goby is a DTC premium electric toothbrush brand offering a sonic brush with subscription brush head refills and direct online sales. It targets a similar design-conscious, health-conscious consumer at a comparable price point, making it a direct peer in the premium DTC sonic category.
- BURST (water flosser/ortho accessories): Burst's Pro Water Flosser and broader oral accessory line directly competes with Quip's cordless water flosser and whitening offerings in the same DTC-plus-retail channels. The two brands are repeatedly cited together as the primary subscription-led DTC disruptors in US oral care.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
quip social profiles
Digital presencequip compliance and trust
Trust signalCompliance3 records
quip financial estimates
Financial estimateRevenue estimate
Valuation estimate
quip leadership team
Management profileNumber of profiles
Profiles8 records
quip subsidiaries and ownership
Company hierarchySubsidiaries1 record
quip funding detail
Funding detailFunding overview
Funding rounds11 records
Investors20 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
quip M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about quip
What does quip do?
quip designs, manufactures, and sells consumer oral care products including electric toothbrushes (Sonic, Ultra Smart, Ultra Lite, Rev Oscillating, Rev Smart Oscillating, Kids Sonic), water flossers, dissolvable whitening strips, fluoride toothpaste, floss refills, and brush head refills. The company sells directly through its DTC website and mobile app, through major U.S. retail chains, and via a subscription refill program that auto-ships replacement brush heads, toothpaste, and floss on a 3–12 month cadence, with a Bluetooth-connected app offering brushing tracking, coaching, and quip Perks loyalty rewards.
Is quip a public or private company?
quip is a private company. It is classified as venture growth investor backed and is currently operating.
When was quip founded?
quip was founded in 2014. It employs 101 to 250 people.
Where is quip based?
quip is headquartered in Brooklyn, United States, in the North America region.
How does quip make money?
Three revenue lines are on record. Subscription Refills are the primary driver. The others are one-Time Product Sales and professional Dental Network Services.
Who are quip's main competitors?
Emerging players on record are Snow Teeth Whitening, Boka and Hello Products. Broad incumbents are Colgate-Palmolive, Philips Sonicare and Oral-B (Procter & Gamble). Direct peers are Burst Oral Care, Waterpik, Goby and BURST (water flosser/ortho accessories).
Does quip have an API?
No public API is recorded for quip.
What industry is quip in?
quip's product category is Consumer Oral Care. Its primary akta.pro industry code is CRABAFAC, Electric Toothbrushes & Power Brush Heads, with a secondary code of CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening). Its NAICS code is 3256 and its SIC code is 2844.