Grinnatural
Grinnatural is a New Zealand-based, founder-led DTC oral care company selling hydroxyapatite-based toothpastes, toothbrushes, and floss across Grin Core, Grin Pro, and Grin Kids sub-brands to natural and health-conscious consumers in 6+ international markets via subscription and one-time e-commerce.
- Company typePrivate
- Founded2018
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Grinnatural does
Grinnatural (trading as Grin Natural) is a New Zealand-based, founder-led natural oral care company founded in 2018 by Tara Tan, headquartered in Auckland. The company develops and sells hydroxyapatite-based toothpastes, toothbrushes, dental floss, and oral care accessories organized across three sub-brands: Grin Core (everyday natural oral care), Grin Pro (professional-grade advanced formulations), and Grin Kids (age-segmented products from 6-24 months through 7 years).
Core product technology centers on nano-hydroxyapatite (n-HA) and micro-hydroxyapatite for enamel remineralization, a triple-enzyme whitening system using papain and bromelain, postbiotics for oral microbiome support, and silver ion bristle protection in children's toothbrushes. The portfolio includes 30+ SKUs spanning fluoride and fluoride-free formulations, with specialty products such as red-dot-award-winning kids toothbrushes and nano-hydroxyapatite-infused floss picks. Bundles range from NZD $18.53 to NZD $63.73.
The company operates a direct-to-consumer e-commerce model via grinnatural.co.nz with both one-time purchases and a subscription option (20% discount, flexible cadence). Revenue is supplemented by an affiliate marketing program paying 10% commission. Products ship internationally via DHL to New Zealand, Australia, the UK/EU, Asia Pacific, the Middle East, and the USA. The company holds a B Corp certification with a score of 97.9 (top 0.01% globally) and runs the Share A Grin social impact initiative, through which it has donated 500,000+ toothbrushes, 2,000,000+ brushing charts, and 2% of global revenue to over 320 charity and school partners across New Zealand, Australia, and the Pacific.
Grinnatural firmographics
Firmographics- Name
- Grinnatural
- Legal name
- Grinnatural, Inc.
- Website
- https://grinnatural.co.nz
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Grinnatural is a New Zealand-based, founder-led DTC oral care company selling hydroxyapatite-based toothpastes, toothbrushes, and floss across Grin Core, Grin Pro, and Grin Kids sub-brands to natural and health-conscious consumers in 6+ international markets via subscription and one-time e-commerce.
- Ownership category
- akta.pro rank
Grinnatural industry classification
Industry- Product category
- Natural Oral Care
- NAICS
- Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
- akta.pro secondary industries
- Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ), Baby Oral Care (Toothpaste, Brushes) (CRABAJAF), Kids Oral Care (CRABAJAL), Toothpaste & Toothpowder (CRABAFAA), Mouthwash & Rinses (CRABAFAD), Tongue Cleaners & Breath Fresheners (CRABAFAI)
Keywords
Where Grinnatural is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Grinnatural business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations
Revenue model
- Product Sales - Direct to Consumer: Primary revenue from selling oral care products (toothpaste, toothbrushes, floss, bundles) directly to consumers through their e-commerce platform. Both one-time purchase and subscription options available with 20% subscriber discount.
- Affiliate Program: 10% commission on sales referred through affiliate partner links.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products - Entry Level |
| Subscription | Monthly | Subscription Model - 20% Savings |
| Unit Pricing | Pay-as-you-go | Bundle Products - Value Tier |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Grinnatural product offering
Product offeringCore offering
Grinnatural develops and sells naturally derived oral care products, including toothpastes and related dental hygiene items, formulated with plant-based and naturally sourced ingredients for health-conscious consumers.
Product overview
Grinnatural is a New Zealand-based natural oral care company offering a comprehensive portfolio of hydroxyapatite-based toothpastes, toothbrushes, floss products, and accessories for adults and children. The product lineup includes three main sub-brands: Grin Natural (core daily oral care with natural ingredients), Grin Pro (advanced formulations with nano/micro-hydroxyapatite, enzymes, and postbiotics for targeted care), and Grin Kids (age-specific children's products from babies to 7 years). Key technologies include nano-hydroxyapatite and micro-hydroxyapatite for enamel remineralization, natural enzymes (papain, bromelain) for whitening, and postbiotics for microbiome support. The company emphasizes sustainability through 100% recycled plastic packaging and holds B-Corp certification with a score of 97.9, placing it in the top 0.01% globally. Products are available as individual items or through curated bundles offering savings across multiple oral care needs.
Differentiator
Problem solved
Functional benefit
Brands
- Grin Pro: Professional-grade oral care line featuring advanced formulations with nano-hydroxyapatite and enzyme-based toothpastes for targeted care needs.
- Grin Kids
- Grin Core
Quantifiable outcome
- Clinically effective whitening in 14 days without chemicals or abrasives
- +2 more outcomes
Companies that use Grinnatural
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles1 record
Grinnatural technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Grinnatural partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Heilala Vanilla FoundationminorIn June 2025, the Heilala Vanilla Foundation partnered with Grin to provide every student at Utungaki and Talihau Schools in Vava'u, Tonga with their own toothbrush, toothpaste, and fun sticker chart. This partnership brought joy to students who received their oral care essentials.
- Sea MercycoreCharity partner for delivering oral care products to remote islands in Fiji. Grin toothbrushes are delivered by yacht through Sea Mercy's outreach missions to Rotuma and Lau islands, where essential supplies typically arrive only once a fortnight by boat. This partnership addresses the challenge of access in isolated Pacific communities.
- Smiles for the PacificcoreCharity partner providing vital free dental care through visiting hygienists and dentists. Grin products are distributed as part of this holistic approach to improving oral health outcomes in Pacific communities.
- Affiliate PartnersminorAffiliate marketing program offering 10% commission on sales generated through unique referral links. Partners share Grin products with their communities and earn commission on resulting purchases.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Grinnatural competitors and assessment
Company assessmentBroad incumbents
- Tom's of Maine: Tom's of Maine (owned by Colgate-Palmolive) is a US natural oral and personal care brand with broad retail distribution. It competes with Grin on the natural-ingredients positioning but as part of a much larger, mass-market portfolio.
- Schmidt's (Unilever):
- Colgate-Palmolive: Colgate-Palmolive is the global oral care incumbent with Colgate, elmex, meridol and Tom's of Maine. It defines shelf economics and pricing pressure for the entire category and increasingly competes in the natural/hydroxyapatite space Grin occupies.
Direct peers
- David's Natural Toothpaste: David's is a US premium natural toothpaste brand focused on sustainable packaging, hydroxyapatite formulations, and a premium positioning. It competes directly with Grin for the same eco-conscious adult premium-paste consumer through DTC and select retail.
- Apagard: Apagard is a Japanese oral care brand that pioneered hydroxyapatite-based toothpaste (m-HAp / n-HAp). It is the original hydroxyapatite-focused brand globally and competes on the same core technology narrative as Grin's Pro line.
- Hello Products: Hello is a US natural oral care brand offering fluoride-free toothpastes, mouthwashes, and floss with playful branding. It is a direct natural-oral-care competitor with broader retail distribution (Target, Whole Foods) and a comparable ingredient story to Grin.
- Bite: Bite is a US-based DTC oral care brand built around hydroxyapatite-based, fluoride-free toothpaste tablets and rinses. It directly mirrors Grin's hydroxyapatite-led positioning and DTC subscription model while competing for the same eco-conscious, fluoride-alternative consumer.
- Red Seal (NZ): Red Seal is a long-established New Zealand natural health and personal care brand with a sizable oral care range. As a fellow NZ-based natural oral care label, it is the most direct domestic competitor to Grin and competes in many of the same retail and pharmacy channels across NZ and Australia.
Emerging players
- SURI: SURI is a UK-based premium sustainable electric toothbrush brand with a recyclable brush head and natural toothpaste line. It overlaps with Grin on the eco-conscious adult oral care consumer and competes on sustainability credentials rather than formulation depth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Grinnatural social profiles
Digital presenceGrinnatural compliance and trust
Trust signalCompliance1 record
Grinnatural financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grinnatural leadership team
Management profileNumber of profiles
Grinnatural funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grinnatural 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 Grinnatural
What does Grinnatural do?
Grinnatural develops and sells naturally derived oral care products, including toothpastes and related dental hygiene items, formulated with plant-based and naturally sourced ingredients for health-conscious consumers.
Is Grinnatural a public or private company?
Grinnatural is a private company. It is classified as unknown and is currently operating.
When was Grinnatural founded?
Grinnatural was founded in 2018. It employs 11 to 50 people.
Where is Grinnatural based?
Grinnatural is headquartered in Auckland, New Zealand, in the Oceania region.
How does Grinnatural make money?
Two revenue lines are on record. Product Sales - Direct to Consumer is the primary driver. The others are affiliate Program.
Who are Grinnatural's main competitors?
Broad incumbents on record are Tom's of Maine, Schmidt's (Unilever) and Colgate-Palmolive. Direct peers are David's Natural Toothpaste, Apagard, Hello Products, Bite and Red Seal (NZ). SURI is listed as an emerging player.
Does Grinnatural have an API?
No public API is recorded for Grinnatural.
What industry is Grinnatural in?
Grinnatural's product category is Natural Oral Care. Its primary akta.pro industry code is CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening), with a secondary code of CRABAFAJ, Children’s Oral Care (Kids Toothpaste/Brushes/Training). Its NAICS code is 456 and its SIC code is 2844.