The Humble Co
The Humble Co. is a Swedish direct-to-consumer oral care brand selling sustainable, vegan-certified toothbrushes, toothpaste, whitening strips, and floss products to eco-conscious consumers globally via its Shopify storefront and thousands of retail locations, operating as a subsidiary of Humble Group.
- Company typePrivate
- Founded2013
- HeadquartersSundbyberg, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Humble Co does
The Humble Co. is a Swedish direct-to-consumer oral care brand founded in 2013 by dentist Dr. Noel Abdayem, operating as a wholly owned subsidiary of Humble Group, a Stockholm-listed foodtech and FMCG conglomerate. The company designs and sells sustainable dental care products — including manual toothbrushes with bamboo and plant-based handles (notably the Humble Brush 7K with 7,000 ultra-soft bristles), COSMOS Natural-certified toothpaste with 99.4% natural-origin ingredients in endlessly recyclable aluminium tubes, peroxide-free hydroxyapatite whitening strips, dental floss picks, tongue scrapers, and kids' products — built on materials science (wheat-starch handles, 65% plant-based castor-bean bristles) and ingredient transparency codified through the proprietary 'Ungredients' program that publicly excludes eleven ingredients including SLS, parabens, and titanium dioxide. Manufacturing is third-party across ESG-certified factories, and the portfolio carries Vegan Society, Leaping Bunny, and COSMOS Natural certifications.
The business operates a dual-channel go-to-market: a Shopify-powered DTC storefront (thehumble.co) shipping globally in multiple currencies (USD, EUR, GBP, SEK) via FedEx/UPS/DHL, and wholesale distribution through thousands of physical retail locations worldwide including pharmacies and natural health stores. Pricing is unit-based and consumer-accessible — toothbrushes at $5, toothpaste at $6, the Whitening Kit at $35, the Sensitive Kit at $41 — with a €29 free-shipping threshold that incentivizes basket consolidation to lower per-order carbon emissions. Distribution is multi-geographic with headquarters in Stockholm (Rålambsvägen 17) and a North American regional office in La Jolla, California.
Revenue is generated entirely from one-time product sales rather than subscriptions; the replaceable-head toothbrush system (including plant-based heads for Oral-B and Philips Sonicare) constitutes the only quasi-recurring consumable. The company serves four overlapping customer segments — health- and eco-conscious consumers (primary), parents and families with children, consumers with sensitive teeth and gums, and values-led Gen Z and Millennial buyers — through a horizontal segmentation approach. Marketing is concentrated on organic social (Instagram, Facebook, LinkedIn, YouTube), earned media press, an email newsletter, the ungredients.com educational content platform, and a brand portal supporting media and partner co-marketing. The company has no app, no public APIs or SDKs, no AI/ML capabilities, no external funding rounds disclosed, and operates with a small team of 11–50 employees; every product purchase contributes to the Humble Smile Foundation's charitable oral health projects, which forms an explicit social-mission component of the brand proposition.
The Humble Co firmographics
Firmographics- Name
- The Humble Co
- Legal name
- The Humble Co. AB
- Website
- https://thehumble.co
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Humble Co. is a Swedish direct-to-consumer oral care brand selling sustainable, vegan-certified toothbrushes, toothpaste, whitening strips, and floss products to eco-conscious consumers globally via its Shopify storefront and thousands of retail locations, operating as a subsidiary of Humble Group.
- Ownership category
- akta.pro rank
The Humble Co industry classification
Industry- Product category
- Oral Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
- akta.pro secondary industries
- Toothbrushes (Manual) (CRABAFAB), Electric Toothbrushes & Power Brush Heads (CRABAFAC), Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Tongue Cleaners & Breath Fresheners (CRABAFAI)
Keywords
Where The Humble Co is headquartered
LocationHeadquarters
- HQ city
- Sundbyberg
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
The Humble Co 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, Others
Revenue model
- Direct-to-consumer product sales (e-commerce): The Humble Co. sells its eco-friendly oral care products directly to consumers through its Shopify-powered e-commerce website thehumble.co, with pricing from $5 to $41 per product. Free shipping is offered for orders over €29, incentivizing larger basket sizes.
- Retail and wholesale distribution: Products are distributed through thousands of retail locations worldwide, including pharmacies, natural health stores, and online pharmacies. The company also sells through select retailers globally, with its products available in thousands of retail locations worldwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual oral care products – toothpastes, toothbrushes, floss picks, tongue scrapers |
| Unit Pricing | Pay-as-you-go | Kids products – floss picks, toothbrushes, toothpaste |
| Unit Pricing | Pay-as-you-go | Replaceable head toothbrush and electric brush heads |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
The Humble Co product offering
Product offeringCore offering
The Humble Co. designs, manufactures, and sells eco-friendly personal oral care products including bamboo and plant-based manual toothbrushes (e.g., Humble Brush 7K with 7,000 ultra-soft bristles), COSMOS Natural-certified natural toothpaste, peroxide-free hydroxyapatite-powered whitening strips, floss picks, tongue scrapers, and replaceable electric brush heads for Oral-B and Philips Sonicare. Products are sold direct-to-consumer via the brand's Shopify e-commerce site and through thousands of physical retail locations worldwide, including pharmacies and natural health stores.
Product overview
The Humble Co. is a Swedish direct-to-consumer oral care brand offering a portfolio of sustainable dental care products. The core product line includes the Humble Brush 7K bamboo/plant-based manual toothbrush with 7,000 ultra-soft bristles, Humble Natural Toothpaste (COSMOS-certified with 99.4% natural ingredients in Fresh Mint, Whitening, Sensitive, and Kids Strawberry variants), Humble Whitening Strips (peroxide-free, Hydroxyapatite-powered), Floss Picks (Charcoal variant with recycled paper packaging), Tongue Scraper (Stainless Steel), and Kids Floss Picks (dinosaur-shaped, strawberry-flavored, plant-based). The range also includes electric toothbrush heads for Oral-B and Philips Sonicare, plus replaceable-head toothbrush handles. Bundles and kits available include The Sensitive Kit and The Whitening Kit. All products are vegan-certified and free from PFAS, PTFE, and bisphenol. The brand operates through direct-to-consumer e-commerce via their Shopify store and select retailers worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- Humble Brush 7K: Premium bamboo toothbrush with 7,000 ultra-soft bristles and hexagonal plant-based handle, featuring Scandinavian minimalist design in pastel colors.
- Humble Natural Toothpaste
- Humble Whitening Strips
Products and services
- Humble Brush 7K Premium manual toothbrush with bamboo/plant-based handle and 7,000 ultra-soft bristles for everyday adult oral hygiene. Vegan-certified, free from PFAS and bisphenol, packaged in 100% recyclable materials.
- Humble Natural Toothpaste COSMOS Natural-certified toothpaste with 99.4% natural ingredients in endlessly recyclable aluminium tubes. Available in Fresh Mint, Whitening, Sensitive, and Kids Strawberry variants with fluoride for cavity protection, hydroxyapatite for enamel support, and zinc citrate.
- Humble Whitening Strips Peroxide-free teeth whitening strips powered by Hydroxyapatite for enamel-safe brightening. Each set includes 28 individually wrapped strips for two-week use, available in Mint and Aloe Vera variants, vegan-certified and sustainably packaged.
- Floss Picks (Charcoal) Dental floss picks in Charcoal variant made with nylon floss and packaging that doubles as a dispenser using recycled paper instead of plastic. Designed for everyday interdental cleaning.
- Tongue Scraper Stainless Steel Durable stainless steel tongue scraper for daily oral hygiene, designed to be easy to clean and reusable.
- Kids Floss Picks Plant-based, dinosaur-shaped dental floss picks for children, strawberry-flavored, made mainly from cornstarch with extra strong reusable thread. Pack of 30.
- Plant-based Replaceable Heads Toothbrush Toothbrush with reusable handle and three replaceable heads. Handle made with wheat starch; soft bristles contain 65% plant-based materials from castor beans. Free from BPA and PFAS; reduces waste by reusing the handle.
- Oral-B Electric Toothbrush Heads Eco-friendly plant-based replacement electric toothbrush heads compatible with Oral-B handles. Sold in a 4-pack as a sustainable alternative to standard plastic heads.
- Philips Sonicare Toothbrush Heads Eco-friendly replacement electric toothbrush heads compatible with Philips Sonicare handles, offered for users of Sonicare brushes seeking sustainable refill options.
- Whitening Pen Portable teeth whitening pen for on-the-go stain removal and smile brightening.
- The Whitening Kit Bundled teeth whitening kit for at-home comprehensive whitening treatment.
- The Sensitive Kit Bundle of products designed for sensitive teeth and gums care.
Quantifiable outcome
- 99.4% ingredients from natural origin in toothpaste formulations
- +4 more outcomes
Companies that use The Humble Co
Customer profileSegments4 records
Ideal customer profiles4 records
The Humble Co technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
The Humble Co partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Humble Smile FoundationcoreThe Humble Co. partners with the Humble Smile Foundation to fund oral health projects for children in need worldwide. Every product sold contributes directly to this mission. Through this partnership, the company has delivered professional oral care and dental treatments to children in underserved communities, distributed eco-friendly products where resources are scarce, supported educational programs for healthy habits, and contributed to environmental initiatives.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The Humble Co competitors and assessment
Company assessmentDirect peers
- Hello Products: Hello Products is a US-based natural oral care brand offering fluoride and fluoride-free toothpaste, mouthwash, and toothbrushes with vegan, cruelty-free, and thoughtfully sourced formulations. Directly comparable to The Humble Co. as a digitally-native, sustainability-positioned competitor across overlapping product categories including toothpaste, mouthwash, and toothbrushes targeting values-led consumers.
- Bite: Bite produces toothpaste tablets and bits as a plastic-free alternative to traditional toothpaste tubes, targeting eco-conscious consumers. Directly comparable to The Humble Co. on sustainability positioning and the natural oral care category, though with a different format (tablets vs. tubes) and US-centric distribution.
- David's Toothpaste: David's is a US natural oral care brand offering premium natural toothpaste, toothbrushes with replaceable heads, and whitening products using naturally sourced ingredients and metal tubes. Directly comparable to The Humble Co. on positioning around natural ingredients, recyclable packaging (aluminum tubes), and replaceable-head toothbrush systems.
- Brush with Bamboo: Brush with Bamboo is one of the original bamboo toothbrush brands, offering biodegradable manual toothbrushes globally. Directly comparable to The Humble Co. on the core bamboo toothbrush product and eco-friendly positioning, though with a narrower product line focused primarily on the toothbrush category.
- Georganics: Georganics is a UK-based natural oral care brand producing natural toothpaste, mouthwash tablets, and floss using organic and sustainable ingredients. Directly comparable to The Humble Co. on natural oral care formulations, eco-friendly positioning, and DTC-plus-retail distribution in Europe.
- The Bamboo Brush Society: The Bamboo Brush Society produces biodegradable bamboo toothbrushes with charcoal-infused bristles as a sustainable alternative to plastic toothbrushes. Directly comparable to The Humble Co. on the core bamboo toothbrush product category and eco-conscious consumer targeting.
Broad incumbents
- Tom's of Maine: Tom's of Maine is a long-established US natural personal care brand owned by Colgate-Palmolive, offering natural toothpaste, deodorant, and oral care products. Comparable to The Humble Co. as a pioneer in natural oral care with broad retail distribution, though operated as a sub-brand within a much larger incumbent CPG company.
- Colgate-Palmolive: Colgate-Palmolive is the global market leader in oral care with Colgate, elmex, meridol, Tom's of Maine, and other brands spanning toothpaste, toothbrushes, and whitening products. Comparable to The Humble Co. as the dominant incumbent in the same oral care category, with vastly greater scale, retailer relationships, and marketing resources.
- Procter & Gamble (Crest / Oral-B): Procter & Gamble markets Crest toothpaste and Oral-B electric toothbrushes, the two largest installed bases in electric toothbrushes globally - the same brands for which The Humble Co. sells compatible plant-based replacement heads. Comparable as the dominant incumbent whose electric toothbrush installed base The Humble Co. leverages for its consumable brush head business.
Emerging players
- Elims Toothpaste Tablets: Elims produces chewable toothpaste tablets as a plastic-free alternative to traditional toothpaste, targeting eco-conscious consumers. Comparable to The Humble Co. on sustainability positioning within the natural oral care category, though emerging with a narrower product range focused on tablets.
Market position
Strengths4 records
Weaknesses3 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The Humble Co social profiles
Digital presenceThe Humble Co compliance and trust
Trust signalCompliance4 records
The Humble Co financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Humble Co leadership team
Management profileNumber of profiles
Profiles4 records
The Humble Co funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Humble Co 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 The Humble Co
What does The Humble Co do?
The Humble Co. designs, manufactures, and sells eco-friendly personal oral care products including bamboo and plant-based manual toothbrushes (e.g., Humble Brush 7K with 7,000 ultra-soft bristles), COSMOS Natural-certified natural toothpaste, peroxide-free hydroxyapatite-powered whitening strips, floss picks, tongue scrapers, and replaceable electric brush heads for Oral-B and Philips Sonicare. Products are sold direct-to-consumer via the brand's Shopify e-commerce site and through thousands of physical retail locations worldwide, including pharmacies and natural health stores.
Is The Humble Co a public or private company?
The Humble Co is a private company. It is classified as corporate owned and is currently operating.
When was The Humble Co founded?
The Humble Co was founded in 2013. It employs 11 to 50 people.
Where is The Humble Co based?
The Humble Co is headquartered in Sundbyberg, Sweden, in the Europe region.
How does The Humble Co make money?
Two revenue lines are on record. Direct-to-consumer product sales (e-commerce) is the primary driver. The others are retail and wholesale distribution.
Who are The Humble Co's main competitors?
Direct peers on record are Hello Products, Bite, David's Toothpaste, Brush with Bamboo, Georganics and The Bamboo Brush Society. Broad incumbents are Tom's of Maine, Colgate-Palmolive and Procter & Gamble (Crest / Oral-B). Elims Toothpaste Tablets is listed as an emerging player.
Does The Humble Co have an API?
No public API is recorded for The Humble Co.
What industry is The Humble Co in?
The Humble Co's product category is Oral Care Products. Its primary akta.pro industry code is CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening), with a secondary code of CRABAFAB, Toothbrushes (Manual). Its NAICS code is 32561 and its SIC code is 2844.