RiseWell

What RiseWell does

RiseWell is a privately held, New York-based oral care company founded in 2016 that develops and distributes hydroxyapatite-based consumer and professional dental products. Its core technology leverages biomimetic mineral formulations: a Signature line built on 10% micro-hydroxyapatite sourced from French mines, and a PRO line combining an additional 5% nano-hydroxyapatite (NanoXIM CarePaste from Fluidinova, EU/SCCS-approved after eight years of safety studies) with the 10% micro base. The catalog spans adult and kids toothpastes (Wild Mint, Cake Batter, Flavorless variants), alcohol-free balancing mouthwash, hydroxyapatite-infused PFAS/Teflon-free floss, bamboo toothbrushes, on-the-go a-HA mints, professional-strength hydroxyapatite varnish, and bundled/travel SKUs — with one ancillary hand soap SKU under a sub-brand called Melo.

The company's business model is a three-channel hybrid. The primary engine is direct-to-consumer e-commerce at risewell.com on Shopify, anchored by a subscription program that offers a 15% discount versus one-time purchase and supports flexible monthly, bi-monthly, quarterly, or quad-monthly delivery, with free U.S. shipping above $40 and a 30-day money-back guarantee. Pricing is segmented into two tiers — Signature at $12 ($10.20 subscription) for a 3.4 oz tube and PRO at $22 ($18.70 subscription) — plus a $98 professional varnish. A secondary dental professional channel operates through [email protected] and places RiseWell varnish and select SKUs in over 1,000 U.S. dental practices, generating both chairside and at-home demand. A third wholesale channel accepts non-dental wholesale inquiries and an implied Amazon marketplace presence rounds out distribution. The company markets through content (blog, science page, podcasts), organic social (Facebook, Instagram, LinkedIn, TikTok), email, customer reviews (17,000+ aggregated, 4.7–4.9 stars), and dental-professional referrals.

RiseWell is founder-controlled, with three co-founders — John Estrada, Kori Estrada, and Dr. Derek Gatta (a Walter Reed-trained, board-certified prosthodontist) — and is supported by a Scientific Council of dentists and physicians. No institutional funding rounds, acquisitions, subsidiaries, or parent entities have been disclosed. Customer segments addressed include health-conscious families, individuals with dental sensitivity, dental professionals seeking a fluoride-free alternative, and clean-beauty/wellness consumers prioritizing ingredient transparency.

Name

RiseWell

Legal name

RiseWell Co.

Website

https://risewell.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

RiseWell is a privately held, NYC-based oral care company that develops and sells hydroxyapatite-based toothpaste, mouthwash, floss, mints, toothbrushes, and dental varnish to health-conscious families and dental professionals via DTC e-commerce subscriptions and a 1,000+ dental practice channel.

Ownership category

akta.pro rank

Product category

Natural Oral Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Dental Equipment and Supplies Manufacturing (339114)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Dental Equipment & Supplies (3843)

akta.pro industry

PRIMARYCRADAMAA

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

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Health & Hygiene OTC Consumer Goods (First Aid, Oral Care, Personal Health)

SECONDARYCRABAFAA

Toothpaste & Toothpowder

Consumer Products & Retail/Beauty & Personal Care/Oral Care

SECONDARYCRABAFAD

Mouthwash & Rinses

Consumer Products & Retail/Beauty & Personal Care/Oral Care

SECONDARYCRABAFAE

Dental Floss, Picks & Interdental Cleaners

Consumer Products & Retail/Beauty & Personal Care/Oral Care

SECONDARYCRABAFAJ

Children’s Oral Care (Kids Toothpaste/Brushes/Training)

Consumer Products & Retail/Beauty & Personal Care/Oral Care

SECONDARYHLABAHAD

Fluoride Treatments (Varnish/Gel)

Healthcare & Life Sciences/Dental Care Services/Dental Hygiene & Preventive Services

Keywords

• Hydroxypatite oral care
• Natural toothpaste
• Fluoride-free toothpaste
• Enamel remineralization
• Clean oral care

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Oral Care Products: RiseWell generates revenue primarily through direct-to-consumer sales of hydroxyapatite-based oral care products including toothpaste, mouthwash, floss, mints, toothbrushes, and varnish. Products sold through own e-commerce storefront at risewell.com with both one-time purchase and subscription options. Subscription model provides recurring revenue with 15% subscriber discount.
2. Dental Professional Channel: Sale of RiseWell products through dental practices. The company notes its varnish is offered in over 1,000 dental practices. Professional/dental inquiries handled through dedicated email ([email protected]).
3. Wholesale/B2B: Wholesale partner inquiries accepted for non-dental wholesale distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

RiseWell manufactures and sells hydroxyapatite-based oral care products including toothpaste, mouthwash, floss, mints, toothbrushes, and professional varnish. The company offers two main lines—Signature (10% micro-hydroxyapatite) and PRO (highest concentration combining 5% nano-hydroxyapatite with 10% micro-hydroxyapatite)—sold primarily direct-to-consumer via their e-commerce website with subscription options, and through dental practices.

Product overview

RiseWell is a natural oral care brand offering hydroxyapatite-based toothpaste, mouthwash, floss, and complementary products organized in two main lines: Signature (10% micro-hydroxyapatite from France) and PRO (highest concentration with 5% NanoXIM CarePaste nano-hydroxyapatite plus 10% micro-hydroxyapatite). The product portfolio includes adult and kids toothpaste variants in multiple flavors (wild mint, cake batter, flavorless), alcohol-free balancing mouthwash, hydroxyapatite-infused scrubby floss, bamboo toothbrushes, enamel-supporting a-HA mints, professional-strength hydroxyapatite varnish for chairside/at-home use, and various bundled offerings. All products share core attributes: fluoride-free, SLS-free, paraben-free, vegan, gluten-free, and cruelty-free. Manufacturing is primarily in the USA with some products (Teflon-free floss) made in Italy. The company emphasizes clean ingredients, dentist development, and hydroxyapatite sourced from Fluidinova (EU/SCCS approved) and French mines.

Differentiator

Problem solved

Functional benefit

Brands

• PRO Line: Professional-grade oral care line formulated with the highest concentration of hydroxyapatite on the market, designed for those prone to cavities and sensitivity.

Products and services

• Mineral Toothpaste (Wild Mint) Signature toothpaste powered by 10% micro-hydroxyapatite sourced from France, designed to clean, support, and whiten tooth enamel naturally with wild mint flavor and essential oils.
• Mineral Toothpaste Flavorless Flavorless variant of signature toothpaste formulated without essential oils or extracts, designed for allergy-prone and taste-sensitive populations, containing 10% micro-hydroxyapatite.
• Kids Mineral Toothpaste (Cake Batter) Children's toothpaste with cake batter flavor powered by 10% micro-hydroxyapatite, formulated to be safe to swallow for kids' developing teeth, SLS-free and paraben-free.
• PRO Mineral Toothpaste Advanced toothpaste formulated with the highest concentration of hydroxyapatite on the market, combining 5% NanoXIM CarePaste nano-hydroxyapatite (from Fluidinova) with 10% micro-hydroxyapatite, designed for those prone to cavities and sensitivity.
• PRO Mineral Toothpaste (Flavorless) Flavorless version of PRO toothpaste without essential oils or extracts, formulated for sensitive populations and containing nano and micro-hydroxyapatite combination.
• Kids PRO Mineral Toothpaste Children's version of PRO toothpaste with cake batter flavor, combining nano and micro-hydroxyapatite for enhanced enamel support in kids prone to cavities.
• Balancing Mouthwash Alcohol-free mouthwash powered by xylitol and baking soda to balance mouth pH and nourish oral microbiome, in wild mint flavor with natural essential oils.
• Scrubby Floss Hydroxyapatite-infused, PFAS/Teflon-free dental floss designed to expand and remove debris between teeth, made with vegan wax and natural essential oils.
• a-HA Mints Portable hydroxyapatite mints containing 10% micro-hydroxyapatite concentration for on-the-go enamel support and fresh breath, sugar-free with natural sweeteners.
• Bamboo Toothbrush Eco-friendly bamboo toothbrush with soft bristles for gentle cleaning, BPA-free with natural antibacterial and antimicrobial properties.
• Kids Bamboo Toothbrush Child-sized bamboo toothbrush with soft bristles designed for kids' gentle oral care, eco-friendly and BPA-free.
• Hydroxyapatite Varnish (Wild Mint) Professional-strength hydroxyapatite varnish with 5% micro and 8.5% nano-hydroxyapatite concentration (54.7% NanoXIM CarePaste) for advanced enamel support, sensitivity relief, and whitening, available in wild mint for chairside or at-home use.
• Kids Hydroxyapatite Varnish Professional-strength hydroxyapatite varnish for children with cake batter flavor, formulated with micro and nano-hydroxyapatite for enamel support and cavity prevention.
• Signature Full-Size Bundle Complete oral care bundle including full-size Mineral Toothpaste, Balancing Mouthwash, Scrubby Floss, and RiseWell canvas bag for gifting or travel.
• PRO Full-Size Bundle

Quantifiable outcome

• 17,000+ aggregate customer reviews across major products with average ratings of 4.7-4.9 stars
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 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.

• 1,000+ Dental PracticescoreChannel Partner/ Reseller/ DistributorRiseWell products are offered in over 1,000 dental practices across the United States. Dental professionals use RiseWell varnish chairside and recommend products to patients. Professional channel managed through [email protected].

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Boka: Direct competitor in the US DTC hydroxyapatite toothpaste space with similar dentist-endorsed positioning and subscription e-commerce model.
• David's Toothpaste: Direct competitor in premium natural toothpaste DTC with similar clean-ingredient positioning, subscription model, and broad oral care line.
• Bite: Direct competitor offering DTC clean-ingredient toothpaste tablets and pastes through a subscription model targeting similar health-conscious consumers.
• Twice (oral care): Subscription-based DTC oral care brand with clean ingredients and premium positioning aimed at millennial/Gen-Z consumers.
• Hello Products: Direct competitor in natural, clean-ingredient oral care (toothpaste, mouthwash, floss) sold through DTC and mass retail channels.
• Apagard: Japanese hydroxyapatite oral care pioneer; closest functional/ingredient comparable and decades of clinical backing informs the broader category narrative.

Broad incumbents

• Sensodyne (Haleon / GSK Consumer Healthcare): Incumbent sensitivity-focused toothpaste brand that overlaps with RiseWell PRO positioning on sensitivity claims and could enter hydroxyapatite space.
• Colgate-Palmolive (Oral Care): Largest oral care incumbent that could launch competing hydroxyapatite lines leveraging superior distribution and marketing budget.
• Tom's of Maine: Incumbent natural oral care brand owned by Colgate-Palmolive; competes broadly in the fluoride-free/clean segment with mass retail scale RiseWell lacks.

Emerging players

• Dr. Bronner's All-One Toothpaste: Clean-ingredient natural oral care brand with organic/Fair Trade positioning and adjacent natural-product credibility that competes for the same wellness consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RiseWellCo
• LinkedInlinkedin.com/company/risewell
• Instagraminstagram.com/risewellco
• TikToktiktok.com/@risewell

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 RiseWell