What Boka does

Boka is a Minneapolis-based, privately held oral care brand founded in 2015 (per firmographic data) by James Hagen, operating across the United States and Canada with 11-50 employees. The company's core technology is a nano-hydroxyapatite (n-Ha) fluoride-free formulation platform — a biomimetic mineral originally developed for astronauts in the 1970s that constitutes 97% of natural enamel — which Boka extends across multiple product formats including toothpastes (multiple flavors plus a Sensitive SKU with 5% potassium nitrate as an OTC desensitizing active), a peroxide-free PAP-based whitening powder, probiotic toothpaste (with Lactobacillus paracasei), alcohol-free mouthwash tablets and prebiotic liquid mouthwash, sonic electric toothbrushes, and flavored dental floss. All SKUs are positioned as clean-label, fluoride-free, SLS-free, paraben-free, sulfate-free, peroxide-free, PETA-certified cruelty-free, and vegan, with clinical credibility supported by a five-member Oral Health Advisory Committee drawn from Colgate-Palmolive, Henkel, Unilever, the European Space Agency, and academic dental medicine.

Boka operates a hybrid omni-channel go-to-market: owned DTC e-commerce at boka.com with a Subscribe & Save recurring program (10-15% discounts); mass-market retail across Amazon (ranked #1 in toothpaste), Walmart (nationwide in all 4,500 stores as of March 2026), Target, and CVS; premium specialty retail at Erewhon; wholesale to independent retailers via Faire; and an application-based B2B Dental Pros channel for licensed dental professionals in the U.S. and Canada offering up to 55% professional pricing and patient sampling. Pricing is positioned at a premium $10-$14 per tube, materially above the sub-$5 mass-market baseline, with the Sensitive SKU at $11.88-$14.00 and sitewide promotional discounts up to 34%. Revenue mechanics span subscription recurring, transactional retail, professional services (B2B), and wholesale — though no revenue, funding beyond a single $200K 2015 round, or ownership details are disclosed. The company's strategic posture is a defensive-to-offensive pivot: building mass-market retail reach (Walmart nationwide, March 2026) on top of a previously premium-anchored brand (Erewhon), while broadening the product platform from a single n-Ha toothpaste hero into a full oral-care portfolio.

Name

Boka

Legal name

Boka.com

Website

https://boka.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Boka is a Minneapolis-based privately held oral care brand that sells fluoride-free nano-hydroxyapatite toothpaste, whitening, sensitivity, probiotic, mouthwash, and electric toothbrush products to health-conscious U.S. and Canadian consumers via DTC, Amazon, Walmart, Target, CVS, Erewhon, and a B2B Dental Pros channel at premium $10-$14 price points.

Ownership category

akta.pro rank

Product category

Premium Oral Care

NAICS

Dental Equipment and Supplies Manufacturing (339114), Offices of Dentists (621210)

SIC

Dental Equipment & Supplies (3843), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

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

akta.pro secondary industry

Ethnic Convenience & Bodega-Style Stores (CRAHAFAN)

Keywords

• Nano-hydroxyapatite toothpaste
• Fluoride-free oral care
• Natural oral hygiene
• Premium toothpaste brand
• Biomimetic dental care

Headquarters

HQ city

Minneapolis

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

Revenue model

1. Direct-to-consumer e-commerce: One-time and subscription purchases of toothpaste, mouthwash, toothbrushes, floss, whitening products, and kits on boka.com, with subscribers receiving 10% off every order, exclusive rewards, and the ability to swap, pause, or cancel.
2. Mass-market retail sales: Wholesale distribution of fluoride-free n-Ha toothpaste and oral care products through Walmart (4,500 stores nationwide), Target, CVS, Amazon (ranked #1 in toothpaste), Erewhon, and other retailers, including end-cap promotional displays.
3. B2B Dental Pros program: Recurring professional-channel revenue from licensed dental practitioners in the U.S. and Canada purchasing at up to 55% off with sample distribution for in-practice patient sampling.
4. Wholesale via Faire: Wholesale channel for independent retailers via Faire (faire.com/direct/boka).

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels7 records

Core offering

Boka manufactures and sells fluoride-free oral care products built on a proprietary nano-hydroxyapatite (n-Ha) biomimetic mineral platform, including toothpaste, mouthwash, toothbrushes, floss, whitening powders, and probiotic variants. The company distributes these products direct-to-consumer through its own boka.com storefront and subscription program, through mass-market retailers (Walmart nationwide, Amazon, Target, CVS), premium grocery (Erewhon), and through a B2B Dental Pros channel serving licensed dental professionals in the U.S. and Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Boka BrightBoost: Peroxide-free whitening product line from Boka, including BrightBoost Peroxide-Free Whitening Powder and the BrightBoost Peroxide-Free Whitening Kit, formulated with nano-hydroxyapatite, PAP, and vitamins A, C, and E.
• Boka Probiotics
• Boka Restore

Products and services

• Ela Mint Nano-hydroxyapatite Toothpaste Boka's flagship fluoride-free toothpaste formulated with nano-hydroxyapatite (n-Ha), peppermint and spearmint oils, xylitol, and natural flavors; positioned as a biomimetic alternative to fluoride for daily enamel care.
• Nano-hydroxyapatite Toothpaste Line Multi-flavor fluoride-free toothpaste line (Coco Ginger, Lemon Lavender, Cinna Mint, Cucumber Mint, Charcoal Yuzu Mint) using nano-hydroxyapatite as a biomimetic alternative to fluoride, free of SLS, parabens, sulfates, peroxide, and artificial flavors/colors; PETA-certified cruelty-free and vegan.
• Toothpaste for Sensitive Teeth (Mint Coconut Cream) Fluoride-free, SLS-free, paraben-free OTC drug product combining 5% potassium nitrate as the active desensitizing ingredient with nano-hydroxyapatite for enamel support, targeted at adults with dentinal hypersensitivity to cold, heat, acids, sweets, or contact.
• Refresh Mint Whitening Nano-hydroxyapatite Toothpaste Boka's whitening-positioned fluoride-free n-Ha toothpaste variant combining nano-hydroxyapatite with a peroxide-free whitening system for everyday surface stain removal.
• BrightBoost Peroxide-Free Whitening Powder Peroxide-free water-free whitening powder formulated with Phthalimidoperoxycaproic Acid (PAP), nano-hydroxyapatite, probiotics, aloe vera, and vitamins A, C, and E; designed as a toothpaste alternative for removing surface stains (coffee, tea, wine) without hydrogen peroxide.
• BrightBoost Peroxide-Free Whitening Kit Whitening kit under the BrightBoost sub-brand combining the BrightBoost Peroxide-Free Whitening Powder with complementary nano-hydroxyapatite oral care products for a fluoride-free, peroxide-free whitening routine.
• Boka Probiotic Toothpaste Line Boka's probiotic toothpaste line combining nano-hydroxyapatite with Lactobacillus paracasei probiotics in a fluoride-free, biocompatible formula designed to support good bacteria; available in Peppermint Blossom and Citrus Mint flavors.
• Boka Renew Prebiotic Liquid Mouthwash Alcohol-free fluoride-free liquid mouthwash formulated with prebiotic ingredients, sold on Boka.com and eligible for the Subscribe & Save auto-replenishment program.
• Boka Restore Mouthwash Tablets Boka Restore alcohol-free, fluoride-free hydroxyapatite mouthwash tablets in Mint and Citrus Mint variants, sold as a tablet-format alternative to traditional liquid mouthwash.
• Boka Pocket Sonic Electric Toothbrush Compact sonic electric toothbrush featuring Sonic Pulse technology, soft bristles, and a travel cap; designed to pair with Boka's n-Ha toothpaste line for daily enamel-care routines.
• Boka Kids Sonic Electric Toothbrush

Quantifiable outcome

• Ranked #1 Toothpaste on Amazon (per Dental Pros landing page), with active growth at Target, Walmart, and CVS.
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Eleven partnerships are on record, tiered flagship mass-market retail partnership, premium flagship cultural collaboration, flagship nonprofit/esg partnership, indie retailer wholesale channel, core advisory committee member and minor professional endorsement.

• Walmartflagship mass-market retail partnershipChannel Partner/ Reseller/ Distributor · 31 March 2026Nationwide launch across all 4,500 U.S. Walmart stores on March 31, 2026, supported by a month-long end-cap display and the debut of Boka's new Sensitive Toothpaste. Marks the brand's move from premium retail (Erewhon) into mass-market channel.
• Erewhonpremium flagship cultural collaborationGTM or Marketing Partner · 1 November 2025November 2025 co-branded a toothpaste-inspired smoothie with Erewhon as part of the grocer's celebrity/brand smoothie collaboration series, leveraged to amplify Boka's premium, culturally relevant brand positioning.
• America's ToothFairyflagship nonprofit/esg partnershipGTM or Marketing Partner · 1 January 20252025 partnership under which Boka donated 2,000 dental hygiene kits to provide underserved children access to essential oral care and tooth decay prevention education; surfaced on About Us page.
• Faireindie retailer wholesale channelChannel Partner/ Reseller/ DistributorWholesale distribution via Faire (faire.com/direct/boka), enabling independent retailers to stock Boka's oral care line.
• Diane Cumminscore advisory committee memberStrategic or Co-development PartnerIndependent consultant and internationally respected oral health scientist (ex-Colgate, ex-Unilever) serving on Boka's Oral Health Advisory Committee, contributing clinical validation, regulatory, and scientific oversight.
• Dr. Foti Panagakoscore advisory committee memberStrategic or Co-development PartnerDMD, PhD in Biochemistry and Molecular Biology, Founding Dean of the School of Dental Medicine at Pacific Northwest University of Health Sciences; member of Boka's Oral Health Advisory Committee providing clinical and scientific guidance.
• Raj Kohli, PhDcore advisory committee memberStrategic or Co-development PartnerFormer Executive Vice President of Global R&D and Technology Strategy at Colgate-Palmolive with 40+ years of CPG R&D experience; member of Boka's Oral Health Advisory Committee contributing oral care, personal care, skin health, and home care R&D expertise.
• Alan Wolpertcore advisory committee memberStrategic or Co-development PartnerFormer President of Consumer Brands at Henkel North America with prior Colgate-Palmolive leadership experience; member of Boka's Oral Health Advisory Committee advising on innovation, brand growth, and business transformation.
• Dr. Victoria Sampsoncore advisory committee memberStrategic or Co-development PartnerFunctional dentist and researcher based in London (Barts and The London), affiliated with the European Space Agency and NASA, known for salivary diagnostics and oral microbiome testing; member of Boka's Oral Health Advisory Committee.
• Dr. Vladana Babcic Tal, DMDminor professional endorsementStrategic or Co-development PartnerFeatured clinician providing a testimonial that Boka is a 'healthy and effective dental product to provide our patients,' surfaced on the Our Science page.
• Dr. Amy HaTruong, DDSminor professional endorsementStrategic or Co-development PartnerFeatured clinician endorsing Boka as a way to bring 'high-quality and innovative oral health products directly to their door,' surfaced on the Our Science page.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• David's (formerly David's Premium Natural Toothpaste): Premium, natural, fluoride-free nano-hydroxyapatite toothpaste brand sold DTC and through natural/specialty retail. Boka and David's are co-listed by Grand View Research as key brands in the global n-Ha market, making David's the most direct head-to-head competitor in formulation and positioning.
• Hello Products: Clean-label, vegan, fluoride-free toothpaste and mouthwash brand sold across mass retail (Target, Walmart, Whole Foods). Closely comparable to Boka on natural ingredients, multi-flavor line, and broad retail penetration in the U.S.
• Twice (oral care): Premium DTC oral care brand with subscription model, clean formulations, and direct competition to Boka in the premium subscription toothpaste segment for health-conscious consumers.
• Quip: DTC subscription oral care brand offering electric toothbrushes plus toothpaste refills. Comparable on DTC, subscription GTM, premium positioning, and cross-category (toothbrush + paste) expansion strategy.
• MySmile: DTC nano-hydroxyapatite whitening brand co-listed with Boka by Grand View Research as a key player in the global n-Ha market; directly comparable on formulation and direct-to-consumer distribution.

Broad incumbents

• Tom's of Maine: Long-established natural toothpaste brand owned by Colgate-Palmolive. Directly comparable to Boka on fluoride-free/natural positioning, but operates at massive scale with parent distribution and shelf advantages across U.S. mass retail.
• Sensodyne (Haleon): Global sensitivity-toothpaste leader and the dominant OTC potassium-nitrate desensitizer brand. Boka's Sensitive Toothpaste (5% potassium nitrate) is a direct functional substitute, making Sensodyne the most relevant incumbent threat in Boka's newest product category.
• Colgate (Colgate-Palmolive): The dominant global toothpaste brand. Boka is explicitly positioned against Colgate and Crest at premium $10–$12 price points, making the Colgate portfolio the primary category incumbent Boka must differentiate from.
• Burt's Bees (oral care line): Natural personal-care brand (owned by Clorox) with a natural toothpaste line positioned around clean ingredients. Comparable to Boka in the natural-ingredient, mass-retail oral care aisle.
• Crest (Procter & Gamble): One of the two mass-market toothpaste incumbents Boka is explicitly positioned against. Relevant as the scale player whose marketing, shelf, and pricing power set the baseline competitive context for Boka's premium play.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/loveyourboka
• Instagraminstagram.com/boka
• TikToktiktok.com/@loveyourboka
• Pinterestpinterest.com/loveyourboka/_saved
• Xx.com/loveyourboka

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Boka