Kolibree
Kolibree is a French-headquartered connected oral care subsidiary of Colgate-Palmolive that develops AR-guided smart toothbrushes and companion mobile apps for children ages 1-8, sold via DTC e-commerce, app stores, and the Colgate-branded Hum Kids & Magik white-label program with a 10,000+ parent customer base.
- Company typePrivate
- Founded2005
- HeadquartersNeuilly-sur-seine, France
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Kolibree does
Kolibree is a French-headquartered connected oral care company, now operating as a subsidiary of Colgate-Palmolive, that develops smart electric toothbrushes and companion mobile applications targeting children ages 1-8 and their parents. Founded in 2005 by co-founder and CEO Thomas Serval, with Olivier Giroud as CTO/CPO and Matthieu Delporte as General Manager, Kolibree maintains a small operating team (1-10 employees) and runs US-facing direct-to-consumer operations via us.kolibree.com. The company was founded in 2005 and has accumulated more than 20 years of oral-tech expertise, with its current product portfolio centered on the Kolibree Smart Kids Toothbrush (with built-in motion sensors and replaceable heads) paired with the Kolibree AR Gamified App (computer-vision-driven AR brushing coach, parent dashboard, and reward system).
The technical stack combines smartphone camera-based computer vision with on-device motion sensors to detect toothbrush position and hand movements in real time, displaying AR monsters and lighting up missed zones to guide coverage. The system tracks brushing time, coverage percentage, streaks, and missed-zone heatmaps, surfacing them in a parent dashboard for multi-child profile monitoring. Revenue is generated through a tiered subscription model: Smart Start app-only at $9.99/month, Smart Family Annual at $109.99/year (including toothbrush kit and refills, equivalent to $9.20/month), and Smart Family Flex at $99.99 per 6 months; replaceable brush heads sold as recurring consumables. Distribution combines Kolibree's own Shopify e-commerce storefront, iOS App Store and Google Play Store listings, pediatric dentist referrals, and the Colgate-Palmolive white-label program for the Hum Kids & Magik by Colgate, powered by Kolibree product line, which provides access to Colgate's global retail network. Reported outcomes include 93% of parents reporting improved brushing habits within the first week, 89% fewer cavities after 6 weeks of guided brushing, and a 98% patient satisfaction rate under the Colgate-branded program.
Kolibree serves a primary customer segment of parents of young children, with children as end users and pediatric dentists as a referral-driven trust signal channel. The company operates in the smart electric toothbrush app market, projected at $3.8B in 2025 and $9.2B by 2034. Total disclosed equity funding to date is approximately $5.7M across 2015 and 2016 rounds (CapHorn Invest, Dental Investment Group, Groupe SEB, Innovacom, SOSV); no subsequent standalone funding rounds are publicly disclosed, consistent with the company now sitting within Colgate-Palmolive's corporate structure.
Kolibree firmographics
Firmographics- Name
- Kolibree
- Legal name
- Kolibree
- Website
- https://kolibree.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Kolibree is a French-headquartered connected oral care subsidiary of Colgate-Palmolive that develops AR-guided smart toothbrushes and companion mobile apps for children ages 1-8, sold via DTC e-commerce, app stores, and the Colgate-branded Hum Kids & Magik white-label program with a 10,000+ parent customer base.
- Ownership category
- akta.pro rank
Kolibree industry classification
Industry- Product category
- Smart Oral Care
- NAICS
- Dental Equipment and Supplies Manufacturing (339114)
- SIC
- Dental Equipment & Supplies (3843)
- akta.pro primary industry
- Electric Toothbrushes & Power Brush Heads (CRABAFAC)
- akta.pro secondary industries
- Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ), Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
Keywords
Where Kolibree is headquartered
LocationHeadquarters
- HQ city
- Neuilly-sur-seine
- HQ country
- France
- HQ region
- Europe
Markets served
Kolibree business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Hardware Sales (Smart Toothbrush): One-time purchase of Kolibree Smart Kids Toothbrush, sold as standalone or bundled with subscription plans. The toothbrush kit is included in Smart Family Annual and Smart Family Flex plans.
- App Subscription (SaaS): Recurring monthly or annual subscription for premium app access including AR brushing coach, real-time feedback, parent dashboard, and progress tracking. Tiered pricing with annual plans offering ~2 months free savings.
- Refill Bundle (Consumables): Replacement toothbrush heads delivered on a scheduled basis (every 6 months with subscription). Dentists recommend changing heads every 90 days.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | App-only subscription for existing toothbrush owners |
| Subscription | Annual | Annual bundle with toothbrush kit and refills - best value |
| Subscription | Pay-as-you-go | 6-month mid-term option without annual commitment |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Kolibree product offering
Product offeringCore offering
Kolibree sells a connected oral-care system for children consisting of the Kolibree Smart Kids Toothbrush with built-in motion sensors, paired with the Kolibree AR Gamified App that delivers AR brushing coaching, real-time coverage feedback, a parent dashboard, and a reward-based habit system. The offering is sold via direct e-commerce and mobile app stores under tiered subscriptions that bundle the toothbrush kit, premium app access, and scheduled replacement brush heads.
Product overview
Kolibree offers the Kolibree Kids Habit Building System, an integrated smart oral care platform combining hardware and software. The core offering consists of the Kolibree Smart Kids Toothbrush (with built-in sensors) paired with the Kolibree AR Gamified App (featuring AR brushing coach, parent dashboard, and reward system). Subscription tiers include Smart Start (app-only at $9.99/month), Smart Family Annual ($109.99/year with toothbrush kit and refills), and Smart Family Flex ($99.99/6 months). Replaceable toothbrush heads are available as consumable refills. The system is marketed in partnership with Colgate under the Hum Kids & Magik by Colgate brand, powered by Kolibree technology.
Differentiator
Problem solved
Functional benefit
Products and services
- Kolibree Smart Kids Toothbrush A connected electric toothbrush designed for children, with built-in motion sensors and soft bristles in an easy-grip handle. Pairs with the Kolibree app to enable AR-guided brushing, real-time movement tracking, and is sold standalone or bundled with subscription plans and replacement heads. Targeted at parents of children ages 1-8.
- Kolibree AR Gamified App Free-to-download mobile companion app for iOS and Android that turns brushing into an AR-guided game. Features include the AR brushing coach with monster characters showing where to brush, missed-zone heatmaps, 2-minute timer, rewards/character unlock system, and a parent dashboard tracking coverage percentage, time brushed, streaks, and per-child progress. Available on the iOS App Store and Google Play Store with in-app subscription purchases.
- Replaceable Toothbrush Heads Replacement brush heads for the Kolibree Smart Kids Toothbrush, recommended by dentists for replacement every 90 days. Sold as consumable refills delivered on a scheduled basis through Kolibree's monthly and yearly subscription bundles (e.g., 2 refills every 6 months with the Smart Family Annual plan).
Quantifiable outcome
- 93% of parents report improved brushing habits within the first week
- +5 more outcomes
Companies that use Kolibree
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Kolibree technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature4 records
Kolibree partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Colgate-Palmolive (Hum Kids & Magik)coreKolibree powers the 'Hum Kids & Magik' product line by Colgate, leveraging Colgate's brand recognition, global distribution network, and 20+ years of oral health science expertise. Kolibree provides the underlying smart toothbrush technology, AR gamification, and app infrastructure that Colgate brands and sells under their own label. This partnership grants Kolibree access to Colgate's retail presence while providing Colgate with proven smart toothbrush technology.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Kolibree competitors and assessment
Company assessmentBroad incumbents
- Oral-B (Procter & Gamble): Oral-B, owned by P&G, is the dominant manual and electric toothbrush brand with its smart Oral-B iO series. It competes directly with Kolibree in the connected toothbrush category but at a much broader portfolio level across all age groups and price points.
- Philips Sonicare: Philips Sonicare is a leading premium electric toothbrush brand with connected/app-enabled models (e.g., Sonicare DiamondClean Smart). It overlaps with Kolibree in smart brushing apps and subscription refills, but serves a much broader demographic.
- Colgate-Palmolive (Hum): Colgate is Kolibree's strategic partner and the parent/brand behind Hum Kids & Magik powered by Kolibree. As a global oral care incumbent, Colgate operates in the same smart toothbrush category through this partnership and its broader portfolio, and is both enabler and indirect competitor.
Direct peers
- Quip: Quip is a direct-to-consumer electric toothbrush brand built around a subscription model for brush heads and toothpaste. It is the closest analog to Kolibree's hardware-plus-recurring-refill motion, though focused on adults rather than children.
- Burst Oral Care: Burst offers a sonic electric toothbrush sold direct-to-consumer with a subscription-based replacement head model. It mirrors Kolibree's recurring-revenue consumer motion and operates in the same smart oral care category.
- Goby: Goby is a DTC electric toothbrush brand with subscription-based replacement heads and a modern design-led consumer positioning. Comparable to Kolibree as a digitally native, subscription-driven alternative in the premium electric toothbrush space.
- Snow (Snow Teeth Whitening): Snow started in DTC teeth whitening and has expanded into a broader oral care ecosystem including electric toothbrushes with subscription refills. It is comparable in DTC marketing sophistication and subscription-driven oral care model.
Emerging players
- Boka: Boka is a natural oral care brand offering toothbrushes, toothpaste, and subscription bundles through DTC channels. Comparable to Kolibree as a digitally native, design-forward oral care brand targeting health-conscious consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Kolibree social profiles
Digital presenceKolibree financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kolibree leadership team
Management profileNumber of profiles
Profiles3 records
Kolibree funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kolibree 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 Kolibree
What does Kolibree do?
Kolibree sells a connected oral-care system for children consisting of the Kolibree Smart Kids Toothbrush with built-in motion sensors, paired with the Kolibree AR Gamified App that delivers AR brushing coaching, real-time coverage feedback, a parent dashboard, and a reward-based habit system. The offering is sold via direct e-commerce and mobile app stores under tiered subscriptions that bundle the toothbrush kit, premium app access, and scheduled replacement brush heads.
Is Kolibree a public or private company?
Kolibree is a private company. It is classified as corporate owned and is currently operating.
When was Kolibree founded?
Kolibree was founded in 2005. It employs 1 to 10 people.
Where is Kolibree based?
Kolibree is headquartered in Neuilly-sur-seine, France, in the Europe region.
How does Kolibree make money?
Three revenue lines are on record. Hardware Sales (Smart Toothbrush) is the primary driver. The others are app Subscription (SaaS) and refill Bundle (Consumables).
Who are Kolibree's main competitors?
Broad incumbents on record are Oral-B (Procter & Gamble), Philips Sonicare and Colgate-Palmolive (Hum). Direct peers are Quip, Burst Oral Care, Goby and Snow (Snow Teeth Whitening). Boka is listed as an emerging player.
Does Kolibree have an API?
No public API is recorded for Kolibree.
What industry is Kolibree in?
Kolibree's product category is Smart Oral Care. Its primary akta.pro industry code is CRABAFAC, Electric Toothbrushes & Power Brush Heads, with a secondary code of CRABAFAJ, Children’s Oral Care (Kids Toothpaste/Brushes/Training). Its NAICS code is 339114 and its SIC code is 3843.