Kiyo

What Kiyo does

Kiyo AG is a privately held Swiss consumer packaged goods company, founded in 2019 and headquartered in Luzern, that designs, manufactures, and sells natural, plastic-free oral care products. Its core product architecture is a solid tablet format for toothpaste (Zahnpasta Tabs) and mouthwash (Mundspül Tabs) that eliminates the 40–50% water content of conventional products, thereby removing the need for preservatives and stabilizers. Formulations use naturally derived ingredients including Xylitol (antibacterial), Hydroxyapatite (enamel remineralization), Calcium Carbonate, and optional Sodium Fluoride, with all products developed and manufactured in Switzerland (Canton of Aargau). The portfolio has expanded from a single toothpaste SKU at the September 2022 online shop launch into a full oral-care routine: mouthwash tabs, oil pulling (Mundziehöl in Mind Fuel and Power Fuel variants), xylitol-sweetened dental gum, kids' toothpaste tabs, and accessories (Swiss beech wood toothbrushes, interdental brushes, dental floss with coconut activated charcoal, stainless steel tongue cleaners, apple-leather toiletry bag), offered both individually and via bundles (Starter, Daily Routine, Full House, Wellness, Essentials).

The business runs a direct-to-consumer e-commerce model at kiyo-natural.com with a recurring subscription/refill program (15% discount, 1.5–4 month cadence, 6-month minimum) and a one-time purchase option across ~10+ product lines, supplemented by wholesale distribution through more than 80 partner retail locations in Switzerland (including MANOR department stores, Drogerie pharmacies, and unpackaged/sustainability stores) and CO2-neutral shipping to 27 EU member states. Pricing is in Swiss Francs (CHF 9.90–89.90), with free Swiss shipping above CHF 55 and bundles priced at a 10–15% discount to one-time purchases. The company was co-founded by Jeffrey Christen and Nando Nichele, employs 1–10 people, and has remained founder-controlled with no institutional equity disclosed beyond a small Zunder round in November 2024 and an earlier Wemakeit crowdfunding campaign in 2021; an appearance on 'Die Höhle der Löwen Schweiz' in November 2022 generated national brand visibility without securing a deal. Customer acquisition leans on PR/media features (Blick, NZZ Bellevue, watson, Annabelle), organic social (Instagram, Facebook, TikTok, LinkedIn), content marketing via a blog on oral health, and endorsements from named dental professionals; the impact partnership with Swiss NGO Buy Food with Plastic, established in August 2022, links a portion of revenues to plastic-recycling and development projects in Ghana, Nicaragua, and India.

Name

Kiyo

Legal name

Kiyo AG

Website

https://kiyo-natural.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Kiyo AG is a Swiss-founded (2019, Luzern) D2C oral care brand that sells natural, plastic-free toothpaste tablets, mouthwash tablets, oil pulling, and dental accessories to environmentally conscious consumers in Switzerland and the EU via its own e-commerce site, subscriptions, and 80+ retail partners.

Ownership category

akta.pro rank

Product category

Natural Oral Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Toothbrushes (Manual) (CRABAFAB), Tongue Cleaners & Breath Fresheners (CRABAFAI), Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ)

Keywords

• Natural oral care
• Toothpaste tablets
• Plastic-free packaging
• Sustainable dental products
• Oral hygiene tablets

Headquarters

HQ city

Luzern

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through kiyo-natural.com online store. One-time purchases of individual products and bundles. Products include toothpaste tabs (CHF 15.90), mouthwash tabs (CHF 19.90), oil pulling (CHF 29.90), dental gum (CHF 9-29.90), and accessory products.
2. Subscription/Refill Program: Recurring subscription model for toothpaste and mouthwash tabs with 15% discount. Delivered every 1.5, 2, 3, or 4 months. Initial delivery includes glass container, subsequent deliveries are refills. Minimum commitment of 6 months (initial + 2 refills) before cancellation.
3. Wholesale to Partner Retailers: Products sold through partner retail stores including MANOR department stores, pharmacies, and unpackaged/sustainability stores across Switzerland. This represents B2B wholesale revenue channel.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Kiyo manufactures and sells Swiss-made, natural, plastic-free oral care products including toothpaste tablets, mouthwash tablets, oil pulling products, and dental accessories. Products are sold direct-to-consumer online at kiyo-natural.com and through partner retailers such as MANOR, with a subscription program offering recurring delivery at a 15% discount.

Product overview

Kiyo is a Swiss natural oral care company offering a comprehensive portfolio of plastic-free, natural dental care products. The core offering consists of toothpaste tablets (Zahnpasta Tabs) available in multiple flavors (Iced Mint, Ginger, Coconut, Cherry, Pineapple) with and without fluoride, along with complementary products including mouthwash tablets (Mundspül Tabs), oil pulling products (Mundziehöl Mind Fuel & Power Fuel), and sugar-free dental gum (Dental Kaugummi). Accessories include Swiss beech wood toothbrushes (adult and children's versions), interdental brushes, dental floss with coconut active charcoal, and stainless steel tongue cleaners. The product line is complemented by various bundled offerings (Starter Bundle, Daily Routine Bundle, Full House Bundle, Wellness Bundle, Essentials Bundle) and a subscription/refill program. All products are developed and manufactured in Switzerland, are 100% natural, vegan, and free from plastic packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Toothpaste Tablets
• Mouthwash Tablets
• Oil Pulling Products
• Dental Accessories (Toothbrushes & Whitening)
• Subscription Refill Program

Quantifiable outcome

• One glass of mouthwash tabs replaces 3-4 bottles of traditional mouthwash
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Buy Food with PlasticcoreStrategic or Co-development Partner · 24 August 2022Swiss NGO partnership where Kiyo donates a portion of revenues to fund environmental and development projects. Buy Food with Plastic organizes events in Ghana, Nicaragua, and India where local populations pay for warm meals with collected plastic bottles. This creates jobs and generates recurring income, establishing a self-sustaining circular economy. The partnership aligns Kiyo's environmental mission with tangible social impact.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Colgate-Palmolive (Smile for Good / EltaMD): The global #1 oral care conglomerate with growing naturals/eco sub-lines (e.g., Smile for Good in recyclable tubes, elmex). Represents the eventual competitive ceiling; can replicate tablet formats with massive distribution leverage.
• Unilever (Signal, Zendium, Tom's of Maine): Major CPG incumbent with multiple natural oral care brands and significant sustainability commitments. Future competitor as it routes sustainability SKUs through its global distribution.

Emerging players

• Ben & Anna: German natural cosmetics brand expanding from deodorants and body care into oral care with plastic-free, vegan, and refillable lines. Comparable as a European eco-personal care brand migrating into oral care.

Direct peers

• The Humble Co. Swedish brand offering natural bamboo toothbrushes, toothpaste tablets, and dental accessories with a strong sustainability thesis. Direct overlap in sustainable oral care SKUs and European retail presence.
• Georganics: UK-based natural oral care brand with a strong zero-waste and plastic-free positioning, offering toothpaste tablets, mouthwash tablets, and oil pulling products. Highly comparable on format, sustainability messaging, and DTC subscription-led model.
• Hello Products: US natural oral care brand (toothpaste, mouthwash, floss) with playful branding and strong mass-retail distribution. Comparable on natural-ingredient positioning and broad oral care portfolio.
• David's Toothpaste: Premium natural toothpaste brand sold in metal tubes (not tablets), with similar natural-ingredient transparency, EWG-verified formulations, and a sustainability pitch. Comparable as a high-end natural DTC oral care brand.
• Lush (Fresh & Natural): Global handmade cosmetics retailer with extensive solid-format (shampoo bars, toothpaste tabs/Toothy Tabs, mouthwash tabs) experience and strong sustainability positioning. Highly comparable on solid-format, plastic-free personal care.
• Bite Oral Care: US-based pioneer of toothpaste tablets with subscription/refill model in glass jars. Closest direct competitor — identical product format (pressed tablets), refillable packaging, plastic-free positioning, and DTC-led GTM.

Regional players

• Curaprox: Swiss premium oral care brand with professional dental channel distribution across Europe. Most geographically and demographically comparable dental-professional-endorsed brand; competes mainly in brushes and traditional pastes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/kiyonatural
• LinkedInlinkedin.com/company/kiyo-natural
• Instagraminstagram.com/kiyonatural
• TikToktiktok.com/@kiyonatural?
• Xx.com/kiyonatural

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Kiyo