Sentinel Mouthguards

What Sentinel Mouthguards does

Sentinel Mouthguards is a privately held, direct-to-consumer dental lab founded in 2012 by LSU-trained dental hygienist Ashley Notarmaso and headquartered in St. Petersburg, Florida. The company designs and manufactures custom-fitted oral appliances — primarily night guards for bruxism (Soft, Dual Laminated/Hybrid, Hard, and Durability variants), plus a No-Show Day Guard, custom sports mouth guards, clear dental retainers, tongue-and-cheek biting guards, and teeth whitening trays — and sells them exclusively through its Shopify-hosted e-commerce site at $129-$215 per unit, undercutting dental-office pricing of $400-$800 by 60-80%. Production uses FDA-registered, medical-grade materials (BPA/BPS/MMA/PVC/phthalate/latex/silicone-free EVA and copolyester); orders can be fulfilled via at-home impression kits or by accepting .STL/.PLY/.OBJ digital scans submitted from a customer's dentist.

The core technology combines dental-impression or digital-scan capture with hand-finishing by dental technicians (30+ years of combined lab experience) — a step the company explicitly markets as the differentiator versus machine-cut or outsourced online labs. Supporting infrastructure includes permanent impression storage for frictionless reorders, a 2-minute guided quiz funnel, free standard shipping across the lower 48 US states, a $80 express-shipping tier with 2-day lab turnaround, FSA/HSA eligibility, a 100-night fit guarantee with three remake attempts, and a 1-year craftsmanship warranty. The company is bootstrapped, founder-owned, has 1-10 employees, ships only within the US, and has been featured by Sleep Foundation, Forbes Health, and Men's Health.

The go-to-market is product-led and content-driven: SEO-optimized product pages, an owned blog (Sentinel Mouthcare) authored by the founder, organic social on Facebook/Instagram/YouTube, and earned-media health-publication placements. Revenue mechanics are one-time purchases with implicit recurring revenue from impression-based reorders, plus accessory attach (Ultrasonic Cleaner + UV Sterilizer at $57.80, replacement impression kits at $15). No external funding, no enterprise contracts, no international operations have been disclosed.

Name

Sentinel Mouthguards

Legal name

Sentinel Mouthguards

Website

https://sentinelmouthguards.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Sentinel Mouthguards is a bootstrapped, FDA-registered direct-to-consumer dental lab in St. Petersburg, Florida, selling custom night guards, day guards, sports guards, retainers, and whitening trays online at $129-$215, undercutting dental-office pricing by 60-80% through at-home impression kits and digital STL scan submission.

Ownership category

akta.pro rank

Product category

Custom Dental Night Guards & Oral Appliances

NAICS

Dental Laboratories (339116), Dental Equipment and Supplies Manufacturing (339114)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Dental Equipment & Supplies (3843)

akta.pro primary industry

Occlusal Splints, Night Guards & Mouthguards Fabrication (HLABAJAI)

akta.pro secondary industry

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

Keywords

• Custom dental night guards
• Bruxism oral appliances
• Custom sports mouthguards
• Dental retainers and whitening
• At-home dental impression kits

Headquarters

HQ city

St. Petersburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom dental night guards and oral appliances: One-time purchase model for custom-made dental night guards, day guards, sports mouth guards, retainers, and teeth whitening trays. Individual products ordered through e-commerce with at-home impression kit or digital scan submission.
2. Accessories and maintenance products: Ultrasonic cleaner with UV light sterilizer sold as accessory product for night guard maintenance.
3. Impression kit replacements: Replacement dental impression kits available for purchase at $15 each when customers need additional attempts or have issues with initial impression.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Sentinel Mouthguards is a direct-to-consumer dental lab that designs, fabricates, and ships custom-fitted oral appliances — primarily night guards for bruxism, plus sports mouthguards, clear retainers, and teeth whitening trays. Orders are taken online via the company's e-commerce site; customers either complete an at-home dental impression kit or submit a digital STL/PLY/OBJ scan, and the finished appliance is hand-trimmed, shaped, and polished by dental technicians at the company's FDA-registered St. Petersburg, Florida lab.

Product overview

Sentinel Mouthguards is a direct-to-consumer dental lab offering custom-fitted oral appliances manufactured in the USA. The product portfolio centers on custom night guards (Soft, Dual Laminated/Hybrid, Hard, and Durability variants) for treating bruxism and teeth grinding, complemented by daytime clenching solutions (No-Show Day Guard), soft tissue protection (Tongue & Cheek Biting Guards), orthodontic maintenance (Clear Dental Retainers), sports protection (Shock-Zorbent Sports Mouth Guard), and cosmetic dental care (Teeth Whitening Trays). Supporting accessories include an Ultrasonic Cleaner with UV Sterilization and Dental Impression Kits for at-home bite registration. All products are hand-finished by dental technicians using FDA-registered materials and are available exclusively through direct ordering, with no authorized third-party resellers.

Differentiator

Problem solved

Functional benefit

Products and services

• Soft Night Guard Flexible, cushioned custom night guard made from EVA material for individuals with light to moderate teeth grinding or clenching. Available in thin, thicker, and thickest options.
• Dual Laminated Night Guard (Hybrid Guard) Hybrid night guard with a soft inner EVA layer and a durable outer medical-grade copolyester shell for moderate to heavy teeth grinding. Combines cushioning with long-term durability.
• Hard Night Guard Rigid, durable custom night guard made from medical-grade copolyester for individuals with heavy teeth grinding or severe bruxism. Designed for maximum protection and long-term durability.
• Durability Night Guard Thickest night guard option designed for heavy teeth grinding and clenching, providing maximum durability and protection for severe bruxism cases.
• No-Show Day Guard Thin, discreet daytime mouth guard designed for people who clench their teeth during the day. Covers only the front teeth for comfortable wear during work, driving, or stress.
• Tongue & Cheek Biting Relief Guards Matched upper and lower set of ultra-thin (~1mm) soft guards sold together to prevent accidental biting of the tongue or cheeks during sleep.
• Clear Dental Retainers Custom-made clear retainers designed to maintain tooth position after orthodontic treatment; functions as a replacement aligner/ retainer.
• Teeth Whitening Trays Custom-fitted dental trays for at-home professional-grade teeth whitening, made from the same dental-grade materials as Sentinel's night guards.
• Shock-Zorbent Sports Mouth Guard Custom sports mouth guard for athletes in no-contact, medium-contact, and full-contact sports. Made from premium EVA material designed to absorb impact.
• Ultrasonic Cleaner + UV Light Sterilizer Accessory cleaning device for night guards, retainers, and other oral appliances. Uses ultrasonic waves plus UV light sterilization to remove bacteria and stains without chemicals.
• Dental Impression Kit At-home dental impression kit used to capture a custom teeth impression, including materials for the initial impression and a second attempt, plus video tutorial and instructions.

Quantifiable outcome

• Saves customers 60-80% compared to dentist prices ($150-$300 vs $400-$800)
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pro Teeth Guard: Direct-to-consumer custom night guard maker using the same at-home impression kit model with hand-finished products. Closest like-for-like competitor to Sentinel in product, pricing band, and target consumer.
• Chomper Labs: DTC custom mouthguard company offering night guards, sports guards, and whitening trays via at-home impressions. Directly comparable product mix, pricing, and consumer target to Sentinel.
• Sporting Smiles: Online custom mouthguard and night guard retailer with at-home impression kits and a tiered product lineup covering sports, night, and daytime use, very similar to Sentinel's offering.
• Smile Brilliant (Night Guard line): DTC oral-care brand selling custom night guards and teeth-whitening trays through at-home impression kits. Comparable DTC channel, materials story, and bundled oral-care positioning.
• JS Dental Lab: Custom dental laboratory producing night guards, retainers, and similar appliances for both dental offices and direct consumers. Comparable fabrication capabilities and product categories.
• Remi: DTC custom night guard company selling directly to consumers via at-home impression kits. Same product category and business model as Sentinel, but primarily serving Australia.
• Dental Lab Direct: Online dental laboratory selling custom night guards, retainers, and sports mouthguards direct to consumers and dental offices, overlapping Sentinel's core product set.

Broad incumbents

• Shock Doctor: Established sports mouthguard and oral-protection brand sold through sporting-goods retail. Comparable product category (mouth protection) but operates in retail distribution rather than custom DTC fabrication.
• Under Armour Mouthguards: Major athletic brand offering boil-and-bite and custom-fit sports mouthguards. Adjacent competitor in the sports-guard segment of Sentinel's Shock-Zorbent line, with broader retail reach.
• SmileDirectClub: Larger DTC oral-care company that pioneered direct-to-consumer dental appliances (aligners, retainers). Operates in a broader adjacent category but exemplifies the same DTC-disintermediation motion Sentinel applies to night guards.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Sentinelmouthguards
• Facebookfacebook.com/SentinelMouthGuards
• Instagraminstagram.com/sentinelmouthguards
• Xx.com/sentinelco
• LinkedInlinkedin.com/company/sentinel-mouthguard-co-

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sentinel Mouthguards