TePe
TePe is a privately held Swedish oral health care company, founded in 1965, that designs, manufactures, and sells interdental brushes, toothbrushes, floss, specialty brushes, and oral care kits for general consumers, orthodontic and implant patients, children, and gum-care users via DTC e-commerce, retail, and dental-professional recommendation channels.
- Company typePrivate
- Founded1965
- HeadquartersMalmö, Sweden
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What TePe does
TePe is a privately held Swedish oral health care company, founded in 1965 and headquartered in Malmö, that designs, manufactures, and sells functional oral hygiene products with a category-leading focus on interdental brushes. Its product portfolio spans 30+ SKUs organized into interdental brushes (Original, Angle, Extra Soft variants with multiple sizes, bristle textures, handle lengths, and angled heads), dental floss and picks, manual toothbrushes (Supreme, Choice, Select, Nova, GOOD, Kids, Mini, Colour lines), specialty brushes for orthodontic, implant, denture, and periodontal care, and curated oral care kits. All products are manufactured in-house using 100% green energy from renewable resources, and the company operates sub-brands such as TePe GOOD™ (sustainable), TePe Kids™ (pediatric), TePe EasyPick™, and TePe Supreme™ to address distinct user segments.
The company's go-to-market combines direct-to-consumer e-commerce (tepeusa.com for North America), retail distribution, and a dedicated dental-professional recommender portal (pro.tepeusa.com) that channels clinician endorsements into consumer purchases. Pricing is unit-based ($2.99–$8.99 typical unit price) with free shipping over $40, and a Subscribe & Save 20% subscription program is layered on top of the DTC storefront to drive recurring revenue. The buyer base is fragmented across general consumers, orthodontic patients, implant patients, children, and gum-care users — a B2C model with no enterprise customer concentration.
TePe operates internationally, with a US subsidiary (TePe Oral Health Care, Inc.) in Anaheim, CA, and an employee base of 251–500 across global operations. Leadership is headed by CEO Joel Eklund, supported by a CFO, and directors covering global sales, operations, and marketing. The company is privately held with no public listing, no disclosed funding rounds, and one notable M&A event: the 2017 acquisition of Oral Health Care. The competitive proposition rests on brand heritage (six decades), product breadth in the interdental segment, sustainability positioning, and a professional-recommendation channel rather than on technology differentiation, software platforms, or AI capability.
TePe firmographics
Firmographics- Name
- TePe
- Legal name
- TePe Oral Health Care, Inc.
- Website
- https://tepe.com
- Company type
- Private
- Founded year
- 1965
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- TePe is a privately held Swedish oral health care company, founded in 1965, that designs, manufactures, and sells interdental brushes, toothbrushes, floss, specialty brushes, and oral care kits for general consumers, orthodontic and implant patients, children, and gum-care users via DTC e-commerce, retail, and dental-professional recommendation channels.
- Ownership category
- akta.pro rank
TePe industry classification
Industry- Product category
- Oral Hygiene Products
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), 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
- Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Orthodontic & Aligner Care (Cleaners, Cases, Wax) (CRABAFAH), Toothbrushes (Manual) (CRABAFAB), Denture Care (Adhesives, Cleansers, Reliners) (CRABAFAG), Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ)
Keywords
Where TePe is headquartered
LocationHeadquarters
- HQ city
- Malmö
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
TePe business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Oral Health Care Product Sales: Direct sales of interdental brushes, toothbrushes, dental floss, picks, specialty brushes, and oral care kits through e-commerce. Products are sold as one-time purchases with optional subscription model (Subscribe & Save 20%).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
TePe product offering
Product offeringCore offering
TePe develops, manufactures, and sells a comprehensive range of functional oral hygiene products, including interdental brushes, manual toothbrushes, dental floss and picks, specialty brushes for orthodontic and implant care, and curated oral care kits. Products are sold to consumers through the TePe USA e-commerce storefront and retail distribution, with a digital recommendation program enabling dental professionals to recommend products to patients.
Product overview
TePe is an oral health care company offering a comprehensive portfolio of dental hygiene products organized into four main categories: interdental brushes (including Original, Angle, and Extra Soft variants), dental floss and picks (including Dental Floss, EasyPick, Bridge and Implant Floss, and Mini Flosser), manual toothbrushes (including Supreme, Choice, Select, Nova, GOOD, Kids, Mini, and Colour lines), and specialty brushes for specific oral care needs (including Universal Care, Implant Orthodontic, Compact Tuft, Interspace, Special Care, Gentle Care, and Denture Care). The company also provides organized oral care kits for different needs (Implant Care, Ortho, Perio, Advanced, and Essentials) along with accessories like tongue cleaners, travel cases, and grips. Products are designed for various user segments including general consumers, children, people with braces/orthodontics, dental implant patients, and individuals with sensitive gums.
Differentiator
Problem solved
Functional benefit
Brands
- TePe EasyPick™: Interdental cleaning pick product line
- TePe GOOD™
- TePe Supreme™
- TePe Kids™
Products and services
- TePe® Interdental Brush Original
Companies that use TePe
Customer profileSegments5 records
Ideal customer profiles6 records
TePe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
TePe partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
TePe competitors and assessment
Company assessmentDirect peers
- GUM (Sunstar): GUM is a direct peer offering interdental brushes, dental floss, and specialty oral care products for both consumer and professional channels, with overlapping product breadth and dental-professional recommendation strategy similar to TePe.
- Curaprox: Curaprox is a direct peer offering premium interdental brushes, manual toothbrushes, and specialty oral care products targeting dental professionals and consumers, with a comparable European heritage and product strategy to TePe.
- DenTek: DenTek is a direct peer specializing in interdental brushes, dental floss picks, and small accessories sold primarily through US drug and mass retail channels, directly competing with TePe in the pick and interdental segments.
Broad incumbents
- Oral-B (Procter & Gamble): Oral-B is a broad incumbent in oral care with a comprehensive interdental and toothbrush portfolio, professional recommendation programs, and far greater retail and marketing scale than TePe.
- Colgate-Palmolive: Colgate-Palmolive is a broad incumbent covering oral care (toothpaste, manual and power toothbrushes, floss, interdental) at massive global scale, competing on shelf with TePe in mass retail and pharmacy channels.
- Philips Sonicare: Philips Sonicare is the power-toothbrush category leader with broad oral care reach, adjacent to TePe's manual interdental focus and increasingly competing through premium positioning and dental professional endorsements.
- Reach (Johnson & Johnson): Reach is a broad incumbent offering manual toothbrushes, floss, and interdental products across US mass retail, competing with TePe at the value and mainstream segments.
Emerging players
- Waterpik: Waterpik focuses on water flossers and interdental cleaning devices as an alternative to traditional interdental brushes, addressing the same 'between-teeth cleaning' use case that anchors TePe's value proposition.
- Dr. Tung's: Dr. Tung's offers interdental brushes, flossers, and tongue cleaners targeted at natural and health-focused consumers, occupying an adjacent premium-positioned niche to TePe in North America.
Regional players
- Dentalpro (Lion Corporation Japan / various): Dentalpro and similar Asia-based oral care specialists compete in the interdental brush category regionally, providing comparable product formats to TePe but primarily in Japan and APAC rather than TePe's core US/Nordic markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
TePe social profiles
Digital presenceTePe financial estimates
Financial estimateRevenue estimate
Valuation estimate
TePe leadership team
Management profileNumber of profiles
Profiles6 records
TePe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TePe M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TePe
What does TePe do?
TePe develops, manufactures, and sells a comprehensive range of functional oral hygiene products, including interdental brushes, manual toothbrushes, dental floss and picks, specialty brushes for orthodontic and implant care, and curated oral care kits. Products are sold to consumers through the TePe USA e-commerce storefront and retail distribution, with a digital recommendation program enabling dental professionals to recommend products to patients.
Is TePe a public or private company?
TePe is a private company. It is classified as family owned and is currently operating.
When was TePe founded?
TePe was founded in 1965. It employs 251 to 500 people.
Where is TePe based?
TePe is headquartered in Malmö, Sweden, in the Europe region.
How does TePe make money?
One revenue line is on record: oral Health Care Product Sales.
Who are TePe's main competitors?
Direct peers on record are GUM (Sunstar), Curaprox and DenTek. Broad incumbents are Oral-B (Procter & Gamble), Colgate-Palmolive, Philips Sonicare and Reach (Johnson & Johnson). Emerging players are Waterpik and Dr. Tung's. Dentalpro (Lion Corporation Japan / various) is listed as a regional player.
Does TePe have an API?
No public API is recorded for TePe.
What industry is TePe in?
TePe's product category is Oral Hygiene Products. 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 3256 and its SIC code is 2844.