Oral-B Laboratories
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.
- Company typePrivate
- Founded1950
- HeadquartersBoston, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Oral-B Laboratories firmographics
Firmographics- 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
Oral-B Laboratories industry classification
Industry- 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
Where Oral-B Laboratories is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Oral-B Laboratories business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations, Infrastructure
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Affirm Financing - iO9 Example |
| Subscription | Monthly | Subscribe & Save - Brush Heads |
| One time/ perpetual license | Pay-as-you-go | Gum Care Bundle |
| One time/ perpetual license | Pay-as-you-go | Whitening Bundle |
| Unit Pricing | Pay-as-you-go | 3D White X-Filament Replacement Brush Heads |
| Unit Pricing | Pay-as-you-go | Vitality Limited Deal |
| Unit Pricing | Pay-as-you-go | Whitening Promotion |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Oral-B Laboratories product offering
Product offeringCore 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
Companies that use Oral-B Laboratories
Customer profileSegments5 records
Ideal customer profiles3 records
Oral-B Laboratories technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature8 records
Oral-B Laboratories partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NFL (National Football League)coreOral-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
Oral-B Laboratories competitors and assessment
Company assessmentDirect 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
Oral-B Laboratories social profiles
Digital presenceOral-B Laboratories compliance and trust
Trust signalCompliance1 record
Oral-B Laboratories financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oral-B Laboratories leadership team
Management profileNumber of profiles
Oral-B Laboratories funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oral-B Laboratories 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 Oral-B Laboratories
What does Oral-B Laboratories do?
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.
Is Oral-B Laboratories a public or private company?
Oral-B Laboratories is a private company. It is classified as corporate owned and is currently operating.
When was Oral-B Laboratories founded?
Oral-B Laboratories was founded in 1950. It employs 11 to 50 people.
Where is Oral-B Laboratories based?
Oral-B Laboratories is headquartered in Boston, United States, in the North America region.
How does Oral-B Laboratories make money?
Three revenue lines are on record. Electric Toothbrush Hardware Sales are the primary driver. The others are replacement Brush Heads (Recurring) and additional Oral Care Products.
Who are Oral-B Laboratories's main competitors?
Direct peers on record are Philips Sonicare, Quip, BURST Oral Care and Waterpik. Colgate-Palmolive (Oral Care / Colgate / Hum) is listed as a broad incumbent. Emerging players are Goby, Hello Products, Snow Oral Care and Boka. SmileDirectClub is listed as an others.
Does Oral-B Laboratories have an API?
No public API is recorded for Oral-B Laboratories.
What industry is Oral-B Laboratories in?
Oral-B Laboratories's product category is Consumer Oral Care / Electric Toothbrushes. Its primary akta.pro industry code is CRABAFAC, Electric Toothbrushes & Power Brush Heads, with a secondary code of CRABAFAJ, Children’s Oral Care (Kids Toothpaste/Brushes/Training). Its NAICS code is 335210 and its SIC code is 3843.