Oral-B Laboratories

What Oral-B Laboratories does

Oral-B is a Boston-headquartered oral care brand founded in 1950 and wholly owned by Procter & Gamble (NYSE: PG). The company designs, manufactures, and sells electric toothbrushes, replacement brush heads, water flossers, dental floss, mouthwash, and manual toothbrushes, anchored by a tiered electric toothbrush portfolio spanning the entry-level Vitality series through the flagship iO series. Its core technology centers on oscillating-rotating-pulsating brush mechanics, with the iO series adding micro-vibration, a magnetic drive system delivering up to 48,800 movements per minute, and AI-powered features including 3D tracking of brushing coverage across 16 mouth zones, smart pressure sensors, and Bluetooth-connected coaching via the companion Oral-B App. Oral-B was the first electric toothbrush brand to receive the American Dental Association (ADA) Seal of Acceptance and claims the #1 position among dentists worldwide.

The business model combines hardware sales (one-time electric toothbrush handle purchases across price tiers) with a recurring revenue stream from replacement brush heads (recommended every 3 months, sold individually or via Subscribe & Save at 20% off). Distribution spans DTC e-commerce (oralb.com), major retail chains, professional dental offices (POH program), and online marketplaces, leveraging P&G's global infrastructure. The go-to-market motion is product-led growth reinforced by clinical credibility (ADA seal, dentist recommendations, published clinical studies) and AI-enabled consumer engagement. Recent strategic moves include the November 2025 NFL partnership positioning Oral-B as the Official Toothbrush of the NFL across all 32 locker rooms, an Affirm financing partnership to reduce premium-tier purchase friction, and expansion of the Clic portable battery toothbrush line. Customer segments are diverse, spanning general consumers, kids and families, sensitive-teeth users, cosmetic/whitening-focused buyers, and a dental professional channel.

Name

Oral-B Laboratories

Legal name

Oral-B (brand owned by The Procter & Gamble Company)

Website

https://oralb.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Short description

Oral-B, a Procter & Gamble-owned oral care brand, designs and sells electric toothbrushes (iO, Genius, Smart, Pro, Vitality series), replacement brush heads, water flossers, and complementary oral hygiene products for global consumer and dental professional markets.

Ownership category

akta.pro rank

Product category

Consumer Oral Care / Electric Toothbrushes

NAICS

Small Electrical Appliance Manufacturing (335210), 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), Mouthwash & Rinses (CRABAFAD), Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

Keywords

• Electric toothbrushes
• Oral care products
• Replacement brush heads
• Water flossers
• Dental hygiene products

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric Toothbrush Hardware Sales: Oral-B generates primary revenue from selling electric toothbrush handles/units across multiple series (iO, Genius, Smart, Pro, Vitality) at various price points from entry to premium.
2. Replacement Brush Heads (Recurring): Replacement brush heads sold individually or in packs (2-6 count) represent a recurring revenue stream. Customers are encouraged to replace brush heads every 3 months. Subscription/Subscribe & Save option offers 20% discount to drive loyalty.
3. Additional Oral Care Products: Revenue from complementary products including Water Flossers, Mouth Rinse, Dental Floss, and Manual Toothbrushes. Cross-selling with Crest branded products through bundled offers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Oral-B Laboratories designs, manufactures, and sells consumer oral care products, principally electric toothbrushes across multiple series tiers (iO, Genius, Smart, Pro, Vitality) using proprietary oscillating-rotating-pulsating technology. The company also sells a comprehensive ecosystem of replacement brush heads, water flossers, dental floss, mouthwash, manual toothbrushes, and a connected mobile app that provides AI-driven brushing tracking and coaching.

Product overview

Oral-B offers a comprehensive oral care product portfolio centered on electric toothbrushes with multiple series tiers (iO, Genius, Smart, Pro, Vitality), complemented by specialized replacement brush heads, water flossers, floss, mouthwash, and a mobile app. The iO Series represents the flagship technology featuring micro-vibration and magnetic drive systems, while the Oral-B App provides AI-powered tracking and coaching. Replacement brush heads are categorized for specific needs (whitening, gum care, sensitivity) and are compatible with different handle lines (iO-exclusive vs. universal). The product ecosystem includes complementary Crest toothpaste products and offers financing through Affirm.

Differentiator

Problem solved

Functional benefit

Brands

• iO Series: Advanced electric toothbrush series featuring micro-vibrating technology, AI recognition, and 3D tracking with interactive display and smart pressure sensor.
• Genius Series
• Smart Series
• Pro Series
• Vitality
• Clic

Products and services

• iO Series Electric Toothbrushes Flagship line of electric toothbrushes featuring micro-vibration technology and a magnetic drive system, delivering up to 48,800 movements per minute for professional-grade cleaning. Includes models from iO2 through iO10 with features such as A.I. Recognition, 3D Tracking, interactive color display, smart pressure sensor, and multiple brushing modes. Designed for adult consumers seeking premium, dentist-inspired at-home oral care.
• Genius Series Electric Toothbrushes Advanced electric toothbrushes with position detection technology that visually indicates which areas of the mouth have been brushed, ensuring comprehensive coverage. Includes Genius 9600, 8000, 7000, and 6000 models. Designed for adult consumers seeking smart, guided brushing.
• Smart Series Electric Toothbrushes Electric toothbrushes with Bluetooth connectivity to the Oral-B app for tracking brushing habits. Includes Smart 5000, Smart 3000, Smart 1500, and Smart Limited models with multiple cleaning modes and pressure sensors. Targets adult consumers transitioning to connected oral care.
• Pro Series Electric Toothbrushes Entry-level professional electric toothbrushes offering clinically proven superior cleaning compared to manual toothbrushes, including Pro 1000 and Pro 500 models with timers and pressure sensors. Designed for adult consumers seeking effective brushing at accessible price points.
• Vitality Series Electric Toothbrushes Essential rechargeable electric toothbrushes offering core oscillating-rotating technology at an affordable price point for first-time electric toothbrush users transitioning from manual brushing.
• Kids Electric Toothbrushes Child-friendly electric toothbrushes featuring themed designs such as Spider-Man and Stitch, with gentler brushing modes and smaller brush heads designed for children's oral care needs. Targeted at parents and caregivers.
• Water Flosser Advanced Oral irrigator device featuring Oxyjet technology with water-enriched microbubbles of air to eliminate plaque bacteria, multiple intensity modes, and three flossing stream options (Multi-Jet, Focused, Rotational) for personalized gum care.
• Clic Toothbrush Battery-powered toothbrush with a compact, click-to-replace head design for convenient on-the-go oral care with a sustainable refillable head system.
• Oral-B Floss Dental floss products designed to remove plaque and debris from tight spaces between teeth, complementing electric toothbrush use for comprehensive oral care.
• Oral-B Rinse (Mouthwash) Mouthwash products including whitening and gum care formulations to complement brushing and flossing for complete oral hygiene.
• Manual Toothbrushes Traditional manual toothbrushes with dentist-inspired designs for users who prefer manual brushing options.
• Oral-B App Companion mobile application providing real-time feedback on brushing habits, AI-powered recognition and 3D tracking of brushing coverage across 16 mouth zones, personalized coaching, oral care journeys (whitening, gum care), and Gum Guard feature for tracking gum bleeding. Available on iOS and Android.

Quantifiable outcome

• 100% more plaque removal vs manual toothbrushes
• +7 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature8 records

Partnerships

One partnership is on record.

• NFL (National Football League)coreGTM or Marketing Partner · 20 November 2025Oral-B announced a strategic marketing partnership with the NFL to become the Official Toothbrush of the NFL. The partnership involves Philadelphia Eagles' DeVonta Smith and mascot SWOOP to promote electric toothbrushes. The campaign features the mascot debuting a new set of teeth and will expand across all 32 NFL locker rooms, emphasizing the brand's focus on dental hygiene and making oral care accessible to a broad sports audience.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Philips Sonicare: Philips' premium electric toothbrush line is Oral-B's most direct competitor, offering sonic oscillation technology with multiple smart series, replacement brush heads, and app connectivity. Both brands compete on clinical superiority, dentist endorsement, and recurring brush-head revenue, with their performance frequently benchmarked against each other in Oral-B's own clinical claims.
• Quip: Quip is a DTC electric toothbrush brand with a built-in subscription model for brush head refills, directly mirroring Oral-B's Subscribe & Save mechanics. Both brands share the consumer-staples economics of an entry handle plus recurring consumable revenue, targeting the same manual-to-electric conversion shopper.
• BURST Oral Care: BURST is a subscription-based electric toothbrush brand founded by dental professionals with a dentist-network growth model analogous to Oral-B's POH (Professional Office Program). It targets the same sonic/oscillating category with bundled brush heads and whitening accessories.
• Waterpik: Waterpik is the category-leading water flosser brand, directly competing with Oral-B's Water Flosser Advanced and complementing Oral-B's broader oral-care portfolio. Both brands sell into the same dentist-recommended at-home hygiene routine.

Broad incumbents

• Colgate-Palmolive (Oral Care / Colgate / Hum): Colgate-Palmolive is Oral-B's largest CPG category rival, with the Colgate toothpaste brand, the Hum electric toothbrush line, Tom's of Maine, and elmex—all competing in the same oral-care aisle with broader portfolio scale than Oral-B's standalone brand footprint.

Emerging players

• Goby: Goby is a DTC electric toothbrush subscription brand targeting millennial and Gen Z consumers with minimalist design and affordable pricing. It competes for the same first-time-electric-buyer shopper and competes in the recurring brush-head subscription model.
• Hello Products: Hello is a naturals-positioned oral care brand selling toothpaste, mouthwash, floss, and electric toothbrush accessories through DTC and retail channels. It competes in the same oral-care category with a younger, ingredient-conscious positioning that threatens Oral-B's broader consumer base.
• Snow Oral Care: Snow is a DTC oral care brand known for whitening products that has expanded into electric toothbrushes. It targets adjacent oral-aesthetics demand with a digital-first GTM model overlapping Oral-B's whitening segment.
• Boka: Boka is a naturals-positioned oral care brand selling nano-hydroxyapatite toothpaste, floss, and electric toothbrushes with a wellness-forward brand voice. It targets higher-income consumers seeking premium, ingredient-conscious alternatives overlapping Oral-B's whitening/sensitive segments.

Others

• SmileDirectClub: SmileDirectClub is a DTC tele-dentistry and oral-care brand offering aligners and adjacent oral-health products. While overlapping the oral-care retail shelf and audience, it operates in a different clinical category and serves as an adjacent ecosystem participant rather than a direct toothbrush competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/oralb
• YouTubeyoutube.com/user/oralb
• Facebookfacebook.com/oralb
• Instagraminstagram.com/oralb
• LinkedInlinkedin.com/company/oral-b-laboratories

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Oral-B Laboratories