What Curaprox does

Curaprox is a Swiss oral hygiene brand owned and operated by Curaden AG, founded in 1972 and headquartered in Switzerland, with a regional US entity operating the curaprox.us e-commerce storefront. The company sells manual and electric toothbrushes, interdental brushes, toothpaste, tongue scrapers, floss, and accessories to individual consumers, families, and dental professionals. Its core technology is a proprietary filament material called Curen®, used in brush heads across the manual CS series (CS 5460, CS 12460 Velvet, Kids, Baby) and the Hydrosonic electric toothbrush family (Easy $150, BiW $180, Pro $250). The Hydrosonic line employs a hydrodynamic cleaning mechanism with three modes delivering 44,000, 64,000, and 84,000 brush head movements per minute for interdental cleaning, and drives a recurring replacement brush head stream at $32 per 2-pack.

The business operates a hybrid DTC e-commerce and B2B2C model. Direct-to-consumer sales run through regional Curaprox websites with a $50 free shipping threshold on the US storefront, while a parallel dental professional channel routes through Curaprox Academy and dedicated professional pages to capture recommendation-based demand. Pricing is positioned at a premium relative to mass-market oral care, with manual brushes at $9-$12, interdental brushes at $13-$14, and accessories at $12-$18. Marketing is multi-channel, anchored on the Cura blog (top-of-funnel content), Curaprox Academy (mid-funnel professional education), an ambassador program at curaprox.love (top-of-funnel advocacy), and the Curaprox Club loyalty program (post-sale retention). The product portfolio extends into specialized clinical segments through interdental sub-lines for Perio, Implant, and Ortho use, supported by seasonal special edition collaborations (Football 2026, Love 2026, Recycled 2026) that reinforce a design-forward brand positioning.

Name

Curaprox

Legal name

Curaprox

Website

https://curaprox.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Short description

Curaprox is a Swiss oral hygiene brand selling premium manual and electric toothbrushes, interdental brushes, toothpaste, and accessories via DTC e-commerce and a dental professional channel, anchored on proprietary Curen® filament technology and serving consumers, families, and clinicians globally.

Ownership category

akta.pro rank

Product category

Oral Hygiene Products

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 industries

Baby Oral Care (Toothpaste, Brushes) (CRABAJAF), Kids Oral Care (CRABAJAL), Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Toothpaste & Toothpowder (CRABAFAA), Toothbrushes (Manual) (CRABAFAB)

Keywords

• Oral hygiene products
• Manual toothbrushes
• Electric toothbrushes
• Interdental brushes
• Dental care accessories

Headquarters

HQ city

Bratislava

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Hardware Sales - Manual Toothbrushes: One-time purchase model for manual toothbrushes including CS 5460, CS 12460 Velvet, kids and baby toothbrushes. Multiple color variants and multi-pack options available.
2. Hardware Sales - Electric Toothbrushes & Accessories: One-time purchase of electric toothbrushes (Hydrosonic Easy $150, Hydrosonic Pro $250, Hydrosonic BiW $180) with recurring brush head replacements ($32 for 2-pack Sensitive Rainbow). The market report indicates DTC/subscription models capturing an estimated 20-25% of replacement brush head revenue.
3. Interdental & Oral Care Products: Interdental brushes (IDB Prime Start $14, CPS 08 refills $13), toothpaste ($16), tongue scrapers ($12), travel sets ($18), floss and picks. One-time purchase model for these consumable products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Curaprox sells premium oral hygiene products for children and adults, including manual and electric toothbrushes built around proprietary Curen® filaments, comprehensive interdental brushes for daily and specialized care, toothpaste, tongue scrapers, floss, and travel kits. The brand operates as a consumer-facing specialty oral care line with a parallel education and supply channel for dental professionals through Curaprox Academy.

Product overview

Curaprox is a Swiss oral healthcare brand (Curaden) offering a comprehensive portfolio of manual and electric toothbrushes, interdental care products, and dental hygiene accessories. The product line centers on proprietary Curen filament technology across manual toothbrushes (CS 5460, CS 12460 Velvet, Kids, Baby lines), the Hydrosonic electric toothbrush family (Easy, Pro, BiW models), and compatible brush heads. Interdental care includes specialized brushes for Prime, Perio, Implant, and Ortho needs, plus CPS refill brushes. Supporting products encompass Be You toothpaste, tongue scrapers, travel sets, and seasonal special editions (Football, Love, Recycled). The brand serves both consumer and dental professional segments through Curaprox Academy educational services. The portfolio operates as a multi-product brand with shared technology (Curen filaments) rather than a unified platform architecture.

Differentiator

Problem solved

Functional benefit

Brands

• Hydrosonic: Electric toothbrush product line including Hydrosonic Easy, Hydrosonic Pro, and Hydrosonic BiW models.
• CS Series
• IDB Prime
• Curaprox Academy

Products and services

• CS 5460 Manual Toothbrush
• CS 12460 Velvet Manual Toothbrush
• Curaprox Kids Manual Toothbrush
• Curaprox Baby Manual Toothbrush
• Hydrosonic Easy Electric Toothbrush
• Hydrosonic Pro Electric Toothbrush
• Hydrosonic BiW Electric Toothbrush
• Sensitive Rainbow Brush Heads
• Power Brush Heads
• IDB Prime Interdental Brushes
• Perio Interdental Brushes
• Implant Interdental Brushes
• Ortho Interdental Brushes
• Be You Toothpaste
• Tongue Scraper Set
• Travel Set
• Curaprox Academy
• CS 5460 Football 2026 Special Edition
• CS 5460 Love 2026 Special Edition
• CS 5460 Recycled 2026 Special Edition

Quantifiable outcome

• Three modes with 44,000, 64,000 and 84,000 brush head movements per minute (Hydrosonic Easy)
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TePe: TePe is a Swedish oral care manufacturer specializing in interdental brushes, manual toothbrushes, and dental accessories with a similar professional-channel focus. Directly comparable to Curaprox on product mix, premium Scandinavian positioning, and emphasis on dental hygienist endorsements.
• DenTek: DenTek specializes in interdental brushes, floss picks, and small oral care accessories sold primarily through US drug and grocery retail. Comparable to Curaprox's interdental and accessory categories with stronger US mass-retail distribution.
• Jordan (Oral Care): Jordan is a Scandinavian oral care brand with a broad toothbrush and interdental portfolio targeting consumers and dental professionals across European markets. Comparable premium positioning and product breadth to Curaprox.
• GUM (Sunstar): Sunstar's GUM brand offers toothbrushes, interdental brushes, floss, and toothpaste across consumer and professional channels globally. Comparable multi-category oral care portfolio with similar emphasis on interdental cleaning and professional recommendations.
• Water Pik (Waterpik): Waterpik specializes in water flossers and interdental cleaning devices for consumer and professional markets. Comparable to Curaprox's interdental brush category with a shared focus on improving between-teeth cleaning beyond traditional floss.

Emerging players

• Quip: Quip is a DTC-focused electric toothbrush brand with a subscription model for replacement brush heads, targeting design-conscious millennials. Directly comparable to Curaprox's Hydrosonic line and DTC/subscription revenue opportunity in the premium electric segment.
• Burst Oral Care: Burst is a DTC oral care brand offering electric toothbrushes with subscription brush head replacement, comparable in premium positioning and direct-to-consumer go-to-market to Curaprox's Hydrosonic line.

Broad incumbents

• Philips Sonicare: Philips Sonicare is a leading premium electric toothbrush brand competing directly with Curaprox's Hydrosonic line. Comparable premium positioning in the sonic electric category but with global retail dominance and broader brand recognition.
• Oral-B (Procter & Gamble): Oral-B is the global category leader in manual and electric toothbrushes, owned by P&G with massive marketing budgets and retail distribution. Overlaps with Curaprox across the entire toothbrush and interdental portfolio but operates at vastly greater scale.
• Colgate-Palmolive: Colgate-Palmolive is a global CPG incumbent with broad oral care portfolio including toothbrushes, toothpaste, and mouthwash. Overlaps with Curaprox across manual toothbrushes and Be You toothpaste, but with vastly larger distribution and marketing scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/curaproxSK
• Facebookfacebook.com/curaproxslovensko
• LinkedInlinkedin.com/company/curaprox

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 Curaprox