Cheeky
Cheeky is a Brooklyn-based direct-to-consumer oral care company founded in 2018 that sells custom-fit night guards, retainers, and sports mouth guards manufactured from at-home impression kits, alongside water flossers, whitening kits, electric toothbrushes, and mouth tape, primarily serving individual consumers seeking affordable alternatives to dentist-provided dental appliances.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cheeky does
Cheeky (legally GGA Products, d/b/a cheeky) is a direct-to-consumer oral care company founded in 2018 and headquartered in Brooklyn, New York, that sells custom-fit dental appliances and oral care accessories to individual consumers, primarily targeting teeth grinders, post-orthodontic patients, athletes, and consumers seeking at-home cosmetic dental care. Its core product portfolio centers on custom night guards (soft, hard, and hybrid materials, thicknesses from 0.76mm to 3.0mm), custom retainers, and sports mouth guards, manufactured in US dental labs using FDA-approved medical-grade materials from at-home impression kits that customers return via prepaid shipping. The company's technical stack relies on 3D scanning of dental impressions to produce precisely fitted appliances, supplemented by a broader accessory line of cordless water flossers, LED whitening kits, sonic electric toothbrushes, and a newly launched sleep mouth tape.
Cheeky generates revenue through a hybrid one-time purchase and subscription model. Custom guards are priced at $98 (compared with $500+ dentist alternatives), retainers at $133, and sports guards at $145–$241.67, with the company claiming 50–70% savings versus traditional dental office pricing. The Cheeky Club subscription delivers automatic replacements every 3 or 6 months, offering up to 62% savings and driving recurring revenue; HSA/FSA eligibility broadens addressable demand. The go-to-market is purely digital — getcheeky.com serves as the sole sales channel — with no retail presence. Marketing is driven by 6,500+ customer reviews (4.7–4.9 stars), influencer and affiliate partnerships, an educational blog, email capture (45% off sign-up incentive), and earned media placements in Forbes, WIRED, Good Morning America, and Sleep Foundation. A 30-day fit guarantee with free remake policies underwrites product quality claims.
Operationally, Cheeky runs as a founder-owned private company with three co-founders (Kevin Gindi, Samuel Goodman, Jack Gindi) and an 11–50 employee headcount. The company has been minimally capitalized through institutional channels — a 2019 seed participation by Asimov Ventures and Blue Slide Ventures with no disclosed dollar amount — and has expanded product surface organically through internal development rather than acquisitions. The business model combines high-margin custom dental manufacturing with lower-priced consumable accessories, targeting the broad consumer shift toward at-home dental care and away from traditional office-based services.
Cheeky firmographics
Firmographics- Name
- Cheeky
- Legal name
- GGA Products
- Website
- https://getcheeky.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cheeky is a Brooklyn-based direct-to-consumer oral care company founded in 2018 that sells custom-fit night guards, retainers, and sports mouth guards manufactured from at-home impression kits, alongside water flossers, whitening kits, electric toothbrushes, and mouth tape, primarily serving individual consumers seeking affordable alternatives to dentist-provided dental appliances.
- Ownership category
- akta.pro rank
Cheeky industry classification
Industry- Product category
- Custom Dental Products
- NAICS
- Dental Equipment and Supplies Manufacturing (339114)
- SIC
- Dental Equipment & Supplies (3843)
- akta.pro primary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
- akta.pro secondary industries
- Denture Care (Adhesives, Cleansers, Reliners) (CRABAFAG), Electric Toothbrushes & Power Brush Heads (CRABAFAC), Dental Floss, Picks & Interdental Cleaners (CRABAFAE)
Keywords
Where Cheeky is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cheeky business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Custom Night Guards: One-time purchase of custom night guards ($98) or subscription plans with automatic refills every 3 or 6 months. Guards available in soft, hard, and hybrid materials with thickness options. Replacement guards available for $39-49 each through subscription.
- Custom Retainers: Custom clear retainers sold as one-time purchase ($133) or subscription. Same manufacturing process as night guards for post-orthodontic teeth maintenance.
- Sports Mouth Guards: Custom sports guards sold as one-time purchase ($145). Includes free impression kit and protective storage case.
- Water Flossers: Cordless water flossers sold as one-time purchase ($39-$65). Includes 5 flossing nozzles and USB-C charging. Refill floss tips available separately ($7.99).
- LED Teeth Whitening Kits: Whitening kits sold as one-time purchase ($39-$65). Includes LED mouthpiece, 3 whitening gel wands, and universal connectors. Refill whitening pens available ($12.99).
- Sonic Electric Toothbrushes: Sonic toothbrushes sold as one-time purchase ($19.99-$33.32). Includes travel case and extra brush head. Refill brush heads available ($4.99).
- Mouth Tape: Hypoallergenic mouth tape for sleep ($31.99 one-time or $24.99 subscription). 60-night supply per pack. Subscription saves 25% with free shipping.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Custom Night Guard - One-time purchase |
| Subscription | Multi-year contract | Custom Night Guard - Subscription (Cheeky Club) |
| Subscription | Pay-as-you-go | Custom Retainer |
| Subscription | Multi-year contract | Mouth Tape - Sleep Aid |
| Unit Pricing | Pay-as-you-go | Water Flosser |
| Unit Pricing | Pay-as-you-go | LED Teeth Whitening Kit |
| Unit Pricing | Pay-as-you-go | Sonic Electric Toothbrush |
| Unit Pricing | Pay-as-you-go | Sports Mouth Guard |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Cheeky product offering
Product offeringCore offering
Cheeky manufactures and sells custom-fit dental appliances—night guards, clear retainers, and sports mouth guards—made from FDA-approved materials in US dental labs using 3D scans of at-home dental impressions. It also retails complementary oral-care hardware including water flossers, LED whitening kits, sonic toothbrushes, and mouth tape. Products are sold direct-to-consumer via getcheeky.com, supported by a Cheeky Club subscription that ships automatic replacements every 3 or 6 months.
Product overview
Cheeky is a direct-to-consumer oral care company offering a portfolio of custom-fit dental products manufactured in US dental labs using at-home impression kits. The core product lineup includes Custom Night Guards (Soft, Hard, and Hybrid materials for teeth grinding), Custom Retainers (for post-orthodontic teeth alignment), and Sports Mouth Guards (for athletes). These are complemented by the Water Flosser (5-mode cordless oral irrigator), LED Whitening Kit (blue light teeth whitening system), Sonic Electric Toothbrush, and Mouth Tape (for nasal breathing during sleep). The company operates a subscription service called 'Cheeky Club' that delivers automatic replacements every 3-6 months. All products are priced significantly below dental office costs and are HSA/FSA eligible.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Night Guard Custom-fit night guard for teeth grinding (bruxism), available in Soft, Hard, and Hybrid materials with thicknesses from 0.76mm to 3.0mm, for upper and/or lower teeth. Made in US dental labs using a customer-taken at-home impression kit, with a 30-day fit guarantee and FDA-approved BPA-free, latex-free medical-grade materials.
- Custom Retainer Custom-fit clear retainer for maintaining teeth alignment post-orthodontic treatment. Available for upper, lower, or both arches, crafted by licensed dental professionals using Cheeky's at-home impression kit and US dental labs; $133 one-time including impression kit, with Cheeky Club subscription available.
- Sports Mouth Guard Custom-fit sports mouth guard for athletes in high-contact sports such as football, hockey, and rugby. Available in multiple colors (White, Red, Blue, Pink) and thicknesses (3.0mm, 6.0mm), with shock-absorbing thermoplastic material; includes free impression kit and protective storage case.
- Water Flosser Cordless electric water flosser with 5 cleaning modes, IPX7 waterproof design, 300ml tank capacity, and patented gravity ball technology. Includes 5 flossing nozzles for various dental needs; replacement floss tips sold separately at $7.99.
- LED Whitening Kit At-home teeth whitening system using LED blue light technology with 3 whitening gel wands and shade guide. Claims up to 20 shades whiter in 21 days with enamel-safe formula; refill whitening pens sold separately at $12.99.
- Sonic Electric Toothbrush Battery-powered sonic electric toothbrush with soft bristles, 2-minute timer with 30-second interval pulses, massage mode for sensitive gums, and travel-ready case. Replacement brush heads sold separately at $4.99.
- Mouth Tape Hypoallergenic mouth tape for sleep that promotes nasal breathing and reduces snoring. 60-night supply per pack, dermatologist-tested, latex-free, with gentle breathable adhesive; sold one-time at $31.99 (or $24.99 with code) and via Subscribe & Save at $24.99 every 2 months for 25% savings.
- Cheeky Club Subscription Subscription service offering automatic replacement of custom night guards and retainers every 3 or 6 months. Includes free shipping, up to 62% savings versus one-time purchases, and the ability to change thickness or arch at any time through the customer account portal.
Quantifiable outcome
- 50-70% cost savings vs dentist pricing for custom night guards
- +3 more outcomes
Companies that use Cheeky
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Cheeky technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Cheeky partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
Cheeky competitors and assessment
Company assessmentDirect peers
- SmileDirectClub: Pioneer of direct-to-consumer dental products, offering clear aligners and night guards via at-home impression kits. Closest comparable in DTC dental appliance model, though now primarily aligner-focused.
- Pro Teeth Guard: DTC custom night guard brand selling soft, hard, and hybrid guards via at-home impression kits at price points similar to Cheeky. Direct head-to-head competitor in the custom night guard category.
- quip: Direct-to-consumer oral care brand offering electric toothbrushes, refill heads, floss, and toothpaste on a subscription model. Comparable in DTC oral care positioning and subscription/refill mechanics.
- BURST Oral Care: DTC oral care company selling sonic toothbrushes, whitening products, and floss via influencer-driven e-commerce. Comparable in product portfolio mix and influencer-led acquisition strategy.
- Snow Teeth Whitening: DTC brand selling LED whitening kits, whitening serums, and electric toothbrushes. Comparable in at-home whitening product overlap and direct-to-consumer oral care positioning.
- Hismile: Australia-based DTC oral care brand selling whitening kits, toothpaste, and related accessories globally. Comparable in product portfolio overlap (whitening, toothpaste) and global DTC oral care model.
- Custom Night Guard (by Sentinel Mouthguards): DTC custom mouth guard company offering night guards, sports guards, and retainers via at-home impression kits. Direct head-to-head competitor across Cheeky's core product lines.
Emerging players
- Boka: DTC natural oral care brand selling toothpaste, mouthwash, and toothbrushes with a focus on clean ingredients. Comparable in DTC oral care positioning, though more natural/clean-ingredient focused.
Broad incumbents
- J&S Dental Lab: Long-established dental laboratory offering custom night guards, retainers, and sports guards through dental offices and DTC channels. Comparable in custom dental appliance manufacturing capability.
- Philips Sonicare: Market-leading electric toothbrush brand owned by Philips; competes with Cheeky's sonic toothbrush and broader oral care portfolio through extensive retail distribution and brand awareness.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Cheeky social profiles
Digital presenceCheeky compliance and trust
Trust signalCompliance1 record
Cheeky financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cheeky leadership team
Management profileNumber of profiles
Profiles3 records
Cheeky funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cheeky 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 Cheeky
What does Cheeky do?
Cheeky manufactures and sells custom-fit dental appliances—night guards, clear retainers, and sports mouth guards—made from FDA-approved materials in US dental labs using 3D scans of at-home dental impressions. It also retails complementary oral-care hardware including water flossers, LED whitening kits, sonic toothbrushes, and mouth tape. Products are sold direct-to-consumer via getcheeky.com, supported by a Cheeky Club subscription that ships automatic replacements every 3 or 6 months.
Is Cheeky a public or private company?
Cheeky is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cheeky founded?
Cheeky was founded in 2018. It employs 11 to 50 people.
Where is Cheeky based?
Cheeky is headquartered in New York, United States, in the North America region.
How does Cheeky make money?
Seven revenue lines are on record. Custom Night Guards are the primary driver. The others are custom Retainers, sports Mouth Guards, water Flossers, LED Teeth Whitening Kits, sonic Electric Toothbrushes and mouth Tape.
Who are Cheeky's main competitors?
Direct peers on record are SmileDirectClub, Pro Teeth Guard, quip, BURST Oral Care, Snow Teeth Whitening, Hismile and Custom Night Guard (by Sentinel Mouthguards). Boka is listed as an emerging player. Broad incumbents are J&S Dental Lab and Philips Sonicare.
Does Cheeky have an API?
No public API is recorded for Cheeky.
What industry is Cheeky in?
Cheeky's product category is Custom Dental Products. Its primary akta.pro industry code is CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening), with a secondary code of CRABAFAG, Denture Care (Adhesives, Cleansers, Reliners). Its NAICS code is 339114 and its SIC code is 3843.