Water Pik
Water Pik is the category pioneer and #1 water flosser brand, founded 1962 and wholly-owned by Church & Dwight. It designs, manufactures, and sells pulsating water jet oral care devices, electric toothbrushes, Sonic-Fusion combination products, and proprietary replacement tip ecosystems to consumers, dental professionals, and 60+ international markets.
- Company typePrivate
- Founded1962
- HeadquartersFort Collins, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Water Pik does
Water Pik, Inc. is a Fort Collins, Colorado-based oral health company founded in 1962 and a wholly-owned subsidiary of Church & Dwight Co., Inc. (NYSE: CHD). It is the category pioneer and self-described #1 brand of water flossers, with the highest brand awareness in the U.S. water flosser market and a value share position alongside Philips Sonicare and Oral-B that collectively command 50-60% of the U.S. cordless water flosser market. The company's product platform is built around pulsating water jet technology for interdental cleaning, with proprietary innovations including Sonic-Fusion 2.0 (a combined sonic toothbrush and water flosser in one brush head), SMARTADVANCE adaptive pressure control (launched March 2026 in the PROMAX model), Air Microbubble infusion in ION models, and wireless handle-base communication. The product portfolio spans countertop units (Aquarius, Ultra, ION Professional, Radiance), cordless/portable units (Cordless Advanced 2.0, Cordless 1100, Cordless Pearl, Cordless Freedom and others), Sonic-Fusion 2.0 flossing toothbrushes, Sensonic electric toothbrushes, Sensonic Complete Care combos, Whitening water flossers, and an extensive proprietary replacement tip ecosystem (Precision, Plaque Seeker, Pik Pocket, Orthodontic, Implant Denture, Tongue Cleaner) recommended for replacement every 3-6 months.
Waterpik holds the ADA Seal of Acceptance supported by more than 80 peer-reviewed clinical studies demonstrating efficacy versus string floss, manual brushing, and competing water flossers across use cases including periodontal maintenance, implants, orthodontics, and diabetic patient care. Its business model is hardware-led with a recurring consumable tail: primary revenue comes from one-time device sales across entry-level cordless ($20-40), mid-market ($40-70), premium ($70-130), and prestige ($130+) tiers, supplemented by replacement tip and accessory sales and professional dispensing models (Sonic-Fusion 2.0 Professional, Aquarius Professional, ION Professional) sold to dental offices.
Go-to-market is multi-channel: direct-to-consumer e-commerce through waterpik.com and store.waterpik.com, mass retail via Amazon and Walmart, dental professional dispensing through major dental distributors (Henry Schein, Patterson, Darby, Benco and others), and international distributors in 60+ countries with localized sites for Australia, Canada, France, Germany, Mexico, the UK, and Japan. Marketing emphasizes clinical evidence and ADA validation to both consumers (top-of-funnel social, blog, email) and dental professionals (CE courses, Lunch & Learn programs, professional newsletters, clinical research dissemination). Customer concentration is fragmented across consumer long-tail and thousands of independent dental practices, with no disclosed enterprise anchor accounts or single-customer dependency.
Water Pik firmographics
Firmographics- Name
- Water Pik
- Legal name
- Water Pik, Inc.
- Website
- https://waterpik.com
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Water Pik is the category pioneer and #1 water flosser brand, founded 1962 and wholly-owned by Church & Dwight. It designs, manufactures, and sells pulsating water jet oral care devices, electric toothbrushes, Sonic-Fusion combination products, and proprietary replacement tip ecosystems to consumers, dental professionals, and 60+ international markets.
- Ownership category
- akta.pro rank
Water Pik industry classification
Industry- Product category
- Consumer Oral Care
- NAICS
- Toilet Preparation Manufacturing (32562)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
- akta.pro secondary industry
- Dental Floss, Picks & Interdental Cleaners (CRABAFAE)
Keywords
Where Water Pik is headquartered
LocationHeadquarters
- HQ city
- Fort Collins
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Water Pik business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Consumer Oral Health Products: Revenue primarily from direct sales of water flossers (countertop and cordless), electric toothbrushes, and Sonic-Fusion flossing toothbrushes to consumers through owned e-commerce, retail, and online marketplaces. Waterpik is a wholly-owned subsidiary of Church & Dwight Co., Inc.
- Replacement Tips and Accessories: Recurring revenue from replacement tips (Precision, Plaque Seeker, Pik Pocket, Orthodontic, Implant Denture), brush heads, reservoirs, charging cables, and other accessories. Tips recommended for replacement every 3-6 months creating recurring purchase opportunity.
- Professional/Dispensing Sales: Sales of professional-grade water flosser models to dental offices for patient dispensing, including Sonic-Fusion 2.0 Professional, Aquarius Professional, ION Professional, and Cordless Advanced 2.0. Professional models available through dental distributors (Henry Schein, Patterson, Darby, Benco, etc.) and direct professional ordering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Sensonic Electric Toothbrush - $99.99 MSRP |
| One time/ perpetual license | Pay-as-you-go | PROMAX Water Flosser with SMARTADVANCE - $149.99 |
| Unit Pricing | Pay-as-you-go | Market pricing tiers: Entry-level $20-40, Mid-market $40-70, Premium $70-130, Prestige $130+ |
| One time/ perpetual license | Multi-year contract | Professional Dispensing Models - pricing available to dental offices |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
Water Pik product offering
Product offeringCore offering
Water Pik designs, manufactures, and markets water flossers (countertop and cordless), Sonic-Fusion flossing toothbrushes, Sensonic electric toothbrushes, Complete Care combination systems, and specialty whitening water flossers. The portfolio is anchored by pulsating water jet technology and an extensive ecosystem of clinical tip variants (Precision, Plaque Seeker, Pik Pocket, Orthodontic, Implant Denture) for targeted oral health applications, sold through direct e-commerce, mass retail, dental professional dispensing, and a 60+ country international distributor network.
Product overview
Water Pik is the #1 brand of water flossers, founded in 1962 and headquartered in Fort Collins, Colorado, as a wholly-owned subsidiary of Church & Dwight. The product portfolio centers on water flossing technology as the core platform, encompassing countertop water flossers (Aquarius, Ultra, Ultra Plus, Nano Plus, Classic Professional, Sidekick, ION, Evolution, Radiance) and cordless/portable water flossers (Cordless Advanced, Cordless 1100, Cordless 1000, Cordless Select, Cordless Pearl, Cordless Pulse, Cordless Enhance, Cordless Express, Cordless Plus, Cordless Freedom, Cordless Gem, Cordless). The portfolio extends to combination devices including Sonic-Fusion 2.0 (flossing toothbrush integrating brushing and water flossing in one brush head) and Sensonic Complete Care (electric toothbrush plus water flosser in shared base unit), standalone Sensonic electric toothbrushes, and specialized Whitening water flossers. An extensive ecosystem of replacement tips (Precision, Plaque Seeker, Orthodontic, Pik Pocket, Implant Denture, Tongue Cleaner, Whitening variants), brush heads, reservoirs, charging cables, handles/hoses, and travel accessories supports all product lines.
Differentiator
Problem solved
Functional benefit
Products and services
- Countertop Water Flosser Plug-in countertop water flossing devices with advanced pressure settings, larger water reservoirs, and professional-grade performance. Designed for home users seeking maximum cleaning power and refill capacity, the lineup includes Aquarius, Ultra, Ultra Plus, Nano Plus, Classic Professional, Sidekick, ION Professional, Evolution, and Radiance models.
- Cordless Water Flosser Rechargeable portable water flossers designed for travel, small bathrooms, and on-the-go use. The cordless lineup includes Cordless Advanced 2.0, Cordless 1100/1000, Cordless Select, Cordless Pearl, Cordless Pulse, Cordless Enhance, Cordless Express, Cordless Plus, Cordless Freedom, Cordless Gem 5100, and entry-level Cordless models.
- Sonic-Fusion Flossing Toothbrush All-in-one combination device integrating a sonic toothbrush with a built-in water flosser tip in the brush head, allowing users to brush and water floss simultaneously. Available in consumer (SF-03) and professional dispensing (SF-04) versions with wireless handle-base communication using selectable IDs.
- Sensonic Complete Care Combination system pairing a Sensonic electric toothbrush with a countertop water flosser in a single unit with a shared power base, providing separate brushing and water flossing functions with 10 pressure settings on the flosser component.
- Sensonic Electric Toothbrush Rechargeable sonic electric toothbrush with three brushing modes (Clean, Stain Removal, Gum Care), 2-minute timer with 30-second pacer, lithium-ion battery lasting up to 4 weeks per charge, USB-C charging cable, and premium travel case. Removes up to 4X more plaque than manual brushing in hard-to-reach areas.
- Whitening Water Flosser Specialized water flossers that combine water flossing with teeth whitening functionality using whitening-infused tips. Includes WF-05 Whitening Professional and WF-06 Whitening models.
- Replacement Tips and Accessories Extensive line of replacement tips (Precision, Plaque Seeker, Orthodontic, Pik Pocket, Implant Denture, Tongue Cleaner, Whitening variants), replacement brush heads, reservoirs, charging cables, handles/hoses, and travel cases supporting all Waterpik water flosser and toothbrush models. Tips are recommended for replacement every 3-6 months, creating a recurring purchase opportunity.
- PROMAX Water Flosser with SMARTADVANCE Premium cordless water flosser featuring Waterpik's SMARTADVANCE mode, which automatically adjusts water intensity over time to help reverse bleeding gums in as little as six weeks. Priced at $149.99 and distributed through Amazon and Walmart, the PROMAX is positioned as a breakthrough in at-home gum care.
Quantifiable outcome
- 2X more effective than string floss for reducing gingival bleeding
- +8 more outcomes
Companies that use Water Pik
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles2 records
Water Pik technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature5 records
Water Pik partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Henry Scheincore
- Patterson DentalcoreMajor dental distributor offering Waterpik professional water flosser models for dental office dispensing.
- Darbycore
- Benco Dentalcore
- Scott's DentalminorDental distributor offering Waterpik professional products for dental office dispensing.
- Burkhart Dentalminor
- Hygiene SquadcoreWaterpik joined the Hygiene Squad consortium alongside other trusted oral care professional brands to help dental professionals elevate patient at-home hygiene routines. Includes brands for better ingredients and better design.
- Dentaidcore
- Church & Dwight Regional Operationscore
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Water Pik competitors and assessment
Company assessmentEmerging players
- Quip: DTC oral care brand targeting younger consumers with design-led, subscription-based electric toothbrushes. Capturing entry/core water flosser segment ($20-80) that Waterpik's premium positioning underserves, posing a consumer mindshare threat.
- Burst: DTC oral care brand competing in sonic toothbrush and adjacent oral care categories. Targets the same younger, design-conscious consumer segment as Quip, representing incremental share pressure on Waterpik's mid-market offerings.
- GuruNanda: DTC wellness brand offering oil pulling, water flossers, and oral care bundles. Emerging player in the natural/wellness segment of oral care with growing Amazon and retail presence.
- Fairywill: DTC brand primarily sold through Amazon, offering low-priced cordless water flossers and sonic toothbrushes. Represents the value-tier price pressure that has triggered Waterpik's trademark enforcement actions.
- H2ofloss: Direct-to-consumer water flosser brand capturing entry-level price points ($20-80) with feature-competitive cordless devices. Particularly active on Amazon where Waterpik has had to defend its trademark against similar products.
Broad incumbents
- Panasonic Oral Care: Broad incumbent in oral care with countertop and portable water flosser products. Competes in Waterpik's premium tier ($80-150+) with established global distribution and consumer electronics brand recognition.
- REACH (Johnson & Johnson): Established interdental and manual toothbrush brand under J&J. Competes primarily in traditional floss and interdental cleaning, representing adjacency competition for Waterpik's interdental cleaner positioning.
- Colgate-Palmolive (Colgate): Global oral care giant with broad portfolio including manual brushes, toothpaste, and adjacent power oral care. Less direct in water flossers specifically but competes for overall category share of mouth and consumer mindshare.
Direct peers
- Oral-B (Procter & Gamble): Direct competitor across water flossers and electric toothbrushes. Holds top-3 share position alongside Waterpik and Philips in U.S. cordless water flosser value share (top 3 = 50-60%). Competes across all price tiers with strong retail presence.
- Philips Sonicare: Direct competitor in the premium water flosser and sonic electric toothbrush market. Head-to-head clinical comparisons show Waterpik outperforming Sonicare Power Flosser with Quad Stream Tip by 70%+ in bleeding reduction. Competes in the same $80-150+ premium tier at retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Water Pik social profiles
Digital presenceWater Pik compliance and trust
Trust signalCompliance1 record
Water Pik financial estimates
Financial estimateRevenue estimate
Valuation estimate
Water Pik leadership team
Management profileNumber of profiles
Profiles1 record
Water Pik funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Water Pik 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 Water Pik
What does Water Pik do?
Water Pik designs, manufactures, and markets water flossers (countertop and cordless), Sonic-Fusion flossing toothbrushes, Sensonic electric toothbrushes, Complete Care combination systems, and specialty whitening water flossers. The portfolio is anchored by pulsating water jet technology and an extensive ecosystem of clinical tip variants (Precision, Plaque Seeker, Pik Pocket, Orthodontic, Implant Denture) for targeted oral health applications, sold through direct e-commerce, mass retail, dental professional dispensing, and a 60+ country international distributor network.
Is Water Pik a public or private company?
Water Pik is a private company. It is classified as corporate owned and is currently operating.
When was Water Pik founded?
Water Pik was founded in 1962. It employs 101 to 250 people.
Where is Water Pik based?
Water Pik is headquartered in Fort Collins, United States, in the North America region.
How does Water Pik make money?
Three revenue lines are on record. Consumer Oral Health Products are the primary driver. The others are replacement Tips and Accessories and professional/Dispensing Sales.
Who are Water Pik's main competitors?
Emerging players on record are Quip, Burst, GuruNanda, Fairywill and H2ofloss. Broad incumbents are Panasonic Oral Care, REACH (Johnson & Johnson) and Colgate-Palmolive (Colgate). Direct peers are Oral-B (Procter & Gamble) and Philips Sonicare.
Does Water Pik have an API?
No public API is recorded for Water Pik.
What industry is Water Pik in?
Water Pik's product category is Consumer Oral Care. Its primary akta.pro industry code is CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening), with a secondary code of CRABAFAE, Dental Floss, Picks & Interdental Cleaners. Its NAICS code is 32562 and its SIC code is 2844.