Happybrush
Happybrush is a Munich-based German oral care company that designs and sells electric, sonic, and rotatory toothbrushes plus water flossers, toothpaste, and replacement heads across DACH retail (dm, Müller, Rossmann, Edeka) and its own D2C e-commerce, serving health-conscious and eco-minded consumers with B-Corp-certified, recycled-material products.
- Company typePrivate
- Founded2016
- HeadquartersMünchen, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Happybrush does
Happybrush GmbH is a Munich-based, privately-held oral care company founded in 2016 by Stefan and Flo, operating primarily in the DACH region with localized e-commerce storefronts in France, Switzerland, and the Netherlands. The company designs and sells a full portfolio of electric and sonic toothbrushes (Eco Vibe 3+, Eco Vibe 3, Eco Vibe LITE, Eco R2, Eco Vibe Kids, and the manual Eco Change), supported by a water flosser (Eco Flow Munddusche), replacement brush heads sold under a recurring Abo subscription, toothpaste variants, interdental products, and accessories such as the Dental Pod and Travel Case. Core technology centers on high-frequency sonic vibration (up to 40,000 vibrations per minute) with proprietary triple-bristle heads and rotatory-oscillating mechanisms; clinical performance is validated by a 2024 University of Witten/Herdecke study reporting up to 7x more plaque removal versus manual brushing.
The business model combines direct-to-consumer e-commerce at happybrush.de with omnichannel physical retail distribution across German drugstore chains (dm, Müller, Rossmann) and supermarkets (Edeka), complemented by a separate professional dental shop (happybrush-dentalshop.de). Revenue streams include one-time hardware sales (€39.95 to €127.41 across sets), recurring consumables via the Abo subscription (10% discount on brush heads), bundled sets, and a circular-economy Refurbished/B-Ware program. Marketing leverages flagship brand ambassador Manuel Neuer, influencer collaborations (twenty4tim), category-cross partnerships (AMORELIE intimate wellness line), and ESG positioning anchored by B-Corp certification, Deutscher Nachhaltigkeitspreis 2025 finalist status, and 100% recycled-material housings on flagship models.
The company has raised approximately $6.5M cumulatively across funding rounds in 2018, 2021, and a 2026 round led by SevenVentures, and reports a cumulative customer base exceeding 5 million and over 20 million products sold. Customer segments are primarily consumer personas (health-conscious adults, eco-conscious buyers, parents with children aged 3-12), with secondary endorsement-driven demand from dental hygienists and prophylactic professionals; named value chain partners include Uni Witten/Herdecke (clinical validation), One Earth - One Ocean (sustainability mission), and major German retail chains for distribution.
Happybrush firmographics
Firmographics- Name
- Happybrush
- Legal name
- happybrush GmbH
- Website
- https://happybrush.de
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Happybrush is a Munich-based German oral care company that designs and sells electric, sonic, and rotatory toothbrushes plus water flossers, toothpaste, and replacement heads across DACH retail (dm, Müller, Rossmann, Edeka) and its own D2C e-commerce, serving health-conscious and eco-minded consumers with B-Corp-certified, recycled-material products.
- Ownership category
- akta.pro rank
Happybrush industry classification
Industry- Product category
- Consumer Oral Care / Electric Toothbrushes
- NAICS
- Dental Equipment and Supplies Manufacturing (339114), Health and Personal Care Retailers (456)
- SIC
- Electric Housewares & Fans (3634), 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), Mouthwash & Rinses (CRABAFAD), Toothbrushes (Manual) (CRABAFAB)
Keywords
Where Happybrush is headquartered
LocationHeadquarters
- HQ city
- München
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Happybrush business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Electric Toothbrush Hardware Sales: One-time purchase of electric toothbrushes (sonic and rotatory models) at various price points ranging from entry-level (Eco Vibe LITE at €39.95) to premium (Eco Vibe 3+ at €69.99+). Multiple bundle/set sizes (S, M, L, XL) with varying inclusions.
- Replacement Heads and Consumables: Recurring sales of brush heads/refill packs, toothpaste, mouthwash, interdental products, and accessories. Subscription (Abo) model offers 10% discount with automatic replenishment.
- Bundled Sets and Cross-Sells: Pre-configured bundles combining toothbrushes with replacement heads, toothpaste, travel cases, and accessories at discounted prices vs. individual items. Cross-sell of complementary products (e.g., Eco Flow water flosser + toothbrush bundle).
- Refurbished and B-Ware Sales: Sale of professionally refurbished and B-ware (tested but unused) electric toothbrushes at reduced prices, supporting circular economy and capturing price-sensitive segments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Eco Vibe LITE — Entry-level sonic toothbrush |
| One time/ perpetual license | Pay-as-you-go | Eco Vibe 3 — Mid-range sonic toothbrush |
| One time/ perpetual license | Pay-as-you-go | Eco Vibe 3+ — Premium Made-in-Germany sonic toothbrush |
| One time/ perpetual license | Pay-as-you-go | Eco R2 — Rotatory-oscillating toothbrush |
| One time/ perpetual license | Pay-as-you-go | Eco Flow Water Flosser |
| One time/ perpetual license | Pay-as-you-go | Eco Vibe Kids — Children's sonic toothbrush |
| Subscription | Monthly | Replacement Brush Heads (subscription available) |
| Unit Pricing | Pay-as-you-go | Toothpaste and Oral Care Products |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Happybrush product offering
Product offeringCore offering
Happybrush manufactures and sells sustainable electric and sonic toothbrushes, water flossers, replacement brush heads, toothpastes, and interdental care products under its own brand. The company offers a full oral care portfolio including the Eco Vibe 3/3+ sonic models, Eco Vibe LITE entry-level, Eco R2 rotating model, Eco Vibe Kids (Paw Patrol), Eco Flow water flosser, Colour Corrector toothpaste, and replacement brush heads sold through a subscription (Abo) model.
Product overview
Happybrush is a German oral care company offering a comprehensive product portfolio centered on electric and sonic toothbrushes. The core products include the Eco Vibe 3/3+ sonic toothbrush line (with Eco Vibe 3+ made in Germany), the Eco Vibe LITE entry-level model, the Eco R2 rotating toothbrush, Eco Vibe Kids for children, Eco Change manual toothbrush, and Eco Flow water flosser. Supporting the toothbrush line are replacement brush heads (Aufsteckbürsten) compatible with all models, interdental products (floss, brushes, mouthwash), toothpaste variants (SuperWhite whitening, SuperFresh, UltimateWhite, SuperKids, Colour Corrector color-correcting formula), and accessories (Travel Case, Dental Pod). The portfolio also includes collaboration lines with Manuel Neuer (endorsed products) and AMORELIE (intimate wellness attachments). Sustainable offerings include the Refurbished/B-Ware program for circular economy and Refill toothpaste packaging.
Differentiator
Problem solved
Functional benefit
Products and services
- Eco Vibe 3+ (Made in Germany) Premium sonic toothbrush manufactured in Germany, up to 40,000 vibrations per minute across 3 cleaning modes (Normal, Sensitive, Polishing), 8-week battery life, housing made from 100% recycled materials. For consumers seeking a Made-in-Germany premium oral care product.
- Eco Vibe 3 Mid-range sonic toothbrush delivering up to 40,000 vibrations per minute with 3 cleaning modes, 6-week battery life, integrated 2-minute timer with quadrant alerts, and Triple-Bristle technology. For adults seeking effective daily brushing with sustainability credentials.
- Eco Vibe LITE Entry-level sonic toothbrush with up to 25,000 vibrations per minute, slim lightweight design, 6-week battery life, USB-C charging, and Triple-Bristle technology. For consumers transitioning from manual brushing or seeking an affordable sonic option.
- Eco R2 Rotating-oscillating electric toothbrush with Flexkopf flex head, magnetic charging station, 3-week battery life, 3 cleaning modes, and Triple-Bristle technology. Removes up to 4x more plaque than manual brushing. For consumers preferring rotatory cleaning over sonic.
- Eco Vibe Kids (Paw Patrol) Children's electric toothbrush suitable for ages 3+, featuring up to 4 months battery life, 3 cleaning modes, 2-minute integrated timer, 17 customizable Paw Patrol stickers, and housing from 100% recycled materials. For parents seeking engaging, child-friendly oral care.
- Eco Change Manual toothbrush with interchangeable heads for sustainable oral care. Features ergonomic design and replaceable brush heads to reduce plastic waste. For consumers preferring manual brushing with lower environmental impact.
- Eco Flow Water Flosser (Munddusche) Water flosser featuring Eco Flow technology with up to 120 PSI water pressure, 360-degree rotatable nozzle, 3 cleaning modes, 2-minute timer, travel lock, 240ml water tank, and 3-week battery life. Handset housing made from up to 100% recycled materials. For consumers seeking interdental cleaning.
- Replacement Brush Heads (Aufsteckbürsten) Replacement brush heads compatible with V1, V2, V3, V3+, R2, and Eco Change models, available in regular and soft bristle firmness, multiple colors, and bamboo variants. Triple-Bristle technology with replacement indicator bristles. Sold via subscription (Abo) for recurring revenue.
- Colour Corrector Toothpaste Whitening toothpaste using color correction technology. Purple pigment neutralizes yellow tones on tooth surface using complementary color principles. Contains fluoride for caries protection, zinc and calcium, and provides 5-fold protection. For consumers seeking cosmetic whitening.
- Toothpaste Line (Zahnpasta) Full range of toothpastes including SuperWhite (whitening), SuperFresh (fresh breath), SuperBlack, UltimateWhite, Aktivkohle White (activated charcoal), SuperColor, SuperKids (children), Sensimed (sensitive), Repair & Care, and Refill (sustainable refill packaging).
- Interdental Care Products Range of interdental care products including SuperClean dental floss, SuperClean interdental brushes (ISO 0-1), and Mundspülung (mouthwash) in various formulations including sensimed+ gum protection variant.
- Refurbished / B-Ware Program Professionally refurbished and quality-checked electric toothbrushes offered at reduced prices, plus repair service for Eco Vibe 3 and 3+ (battery replacement and technical repairs). Supports circular economy by extending product lifecycle and capturing price-sensitive segments.
Quantifiable outcome
- Eco Vibe 3 removes up to 7x more plaque in the interdental space vs. a manual toothbrush (Uni Witten/Herdecke, 2024)
- +5 more outcomes
Companies that use Happybrush
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Happybrush technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Happybrush partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- Manuel NeuerflagshipManuel Neuer, multiple FIFA World Cup-winning goalkeeper and captain of the German national football team, serves as Happybrush's brand ambassador. He is featured across Happybrush product lines (Precision Set, Performance Set) and marketing materials, positioning the brand as the professional-grade, high-performance choice in oral care. The partnership leverages his authority as a world-class athlete to reinforce quality and peak performance messaging.
- AMORELIEcoreHappybrush partnered with AMORELIE (a sexual wellness brand) to develop the co-branded 'Happy End' Pleasure-Aufsatz (pleasure attachment) compatible with the Eco Vibe LITE toothbrush. This 2-in-1 product transforms the toothbrush into an intimate wellness device, targeting the self-care market with a unique crossover positioning. The collaboration was announced as the 'hottest cooperation of the year' and includes a limited edition Pleasure Set.
- twenty4tim (Tim Bergling)minorHappybrush collaborated with Swedish YouTube creator twenty4tim on a co-branded EcoChange toothbrush set. The partnership leverages the influencer's youth audience for product discovery and is trending on TikTok. twenty4tim Complete Clean toothpaste is also sold in Happybrush's lineup.
- One Earth — One Ocean (OEO)minorHappybrush supports the environmental organization One Earth — One Ocean (OEO) as part of its social mission and sustainability commitments. This partnership aligns with the company's circular economy goals and marine conservation efforts.
- Uni Witten/HerdeckecoreThe University of Witten/Herdecke conducted independent clinical studies (2024) verifying Happybrush's plaque removal performance — 7x more plaque removal vs. a manual toothbrush. This third-party clinical validation provides scientific credibility for marketing claims.
- Retail Partners (dm, Müller, Rossmann, Edeka)coreHappybrush products are distributed through major German retail chains including drugstores (dm, Müller, Rossmann) and supermarkets (Edeka). These partnerships expand Happybrush's distribution from online-only to physical retail presence across the DACH region, increasing brand accessibility and awareness.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Happybrush competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights7 records
Customer concentration
Happybrush social profiles
Digital presenceHappybrush financial estimates
Financial estimateRevenue estimate
Valuation estimate
Happybrush leadership team
Management profileNumber of profiles
Profiles2 records
Happybrush funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Happybrush M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Happybrush
What does Happybrush do?
Happybrush manufactures and sells sustainable electric and sonic toothbrushes, water flossers, replacement brush heads, toothpastes, and interdental care products under its own brand. The company offers a full oral care portfolio including the Eco Vibe 3/3+ sonic models, Eco Vibe LITE entry-level, Eco R2 rotating model, Eco Vibe Kids (Paw Patrol), Eco Flow water flosser, Colour Corrector toothpaste, and replacement brush heads sold through a subscription (Abo) model.
Is Happybrush a public or private company?
Happybrush is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Happybrush founded?
Happybrush was founded in 2016. It employs 11 to 50 people.
Where is Happybrush based?
Happybrush is headquartered in München, Germany, in the Europe region.
How does Happybrush make money?
Four revenue lines are on record. Electric Toothbrush Hardware Sales are the primary driver. The others are replacement Heads and Consumables, bundled Sets and Cross-Sells and refurbished and B-Ware Sales.
Does Happybrush have an API?
No public API is recorded for Happybrush.
What industry is Happybrush in?
Happybrush's product category is Consumer Oral Care / Electric Toothbrushes. 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 339114 and its SIC code is 3634.