DenTek Oral Care

What DenTek Oral Care does

DenTek Oral Care, founded in 1984 by John Jansheski in Maryville, Tennessee, is an over-the-counter oral care brand specializing in dental accessories sold through mass, drug, grocery, and e-commerce retail channels. Its product portfolio spans five core categories: dental guards (Professional-Fit, Comfort-Fit, and Ultimate models, including proprietary SmartFit tray custom-fitting technology), floss picks (Advanced Clean, Cross Flosser X-shaped floss, Complete Clean Easy Reach, Fresh Breath, Sensitive Gums, and ADA-accepted Kids Fun Flossers), interdental brushes and picks (Easy Brush with GermShield antimicrobial cap, Deep Clean Bristle Picks), tongue care (Orabrush, Metal Tongue Scraper), and pain relief and repair (Canker Sore Relief Patch with protective patch technology, Instant Pain Relief Advanced Kit, Temparin Max repair kit, plus professional and gum health kits). Differentiation rests on patented physical product design, ADA-accepted formulations, and a stated 80% greater plaque removal claim for the Cross Flosser line. Distribution covers all major U.S. retailers (Amazon, Walmart, Target, CVS, Walgreens, Kroger) and more than 30 countries internationally.

The company operates as a wholly-owned subsidiary of Prestige Consumer Healthcare Inc. (NYSE: PBH), which acquired DenTek in 2016 following DenTek's earlier 2015 acquisition of Orabrush. Revenue is generated almost entirely through transactional hardware sales of branded OTC oral care SKUs at varying retail price points, with dental guards offering a recurring 6–12 month replacement cycle and the balance of the portfolio being one-time purchases. Customer segments span general consumers, teeth grinders/bruxism sufferers, sensitive-gum users, braces wearers, children, and consumers with dental emergencies. Brand Director Rachel Scharfman leads consumer marketing, which emphasizes blog content, social media campaigns (e.g., #GoFlossYourselfie), college campus Tooth Fairy tours, Super Bowl week activations, and earned media such as a 2022 New York Magazine dentist survey that named three DenTek guards among the eight best OTC mouth guards. Pricing is not publicly disclosed; product-level guarantees include 30-day money-back satisfaction and 6-month to 1-year durability protection on dental guards.

Name

DenTek Oral Care

Legal name

Prestige Consumer Healthcare Inc.

Website

https://dentek.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

DenTek Oral Care is an over-the-counter oral care brand and wholly-owned subsidiary of Prestige Consumer Healthcare (NYSE: PBH), selling dental guards, floss picks, interdental brushes, tongue cleaners, and pain relief and repair kits through major U.S. mass, drug, grocery, and e-commerce retailers across more than 30 countries.

Ownership category

akta.pro rank

Product category

Consumer Oral Care Products

NAICS

Dental Equipment and Supplies Manufacturing (339114)

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), Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ), Denture Care (Adhesives, Cleansers, Reliners) (CRABAFAG)

Keywords

• Dental care products
• Oral hygiene tools
• OTC dental guards
• Floss picks
• Interdental cleaners

Headquarters

HQ city

Maryville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Oral Care Products: DenTek generates revenue through the sale of OTC oral care products including dental guards, floss picks, interdental brushes, tongue scrapers, dental repair kits, and pain relief products. Products are sold through major retail channels and e-commerce platforms at various price points. Revenue is primarily transactional (one-time purchase) with dental guards offering potential repeat purchase cycles as they require replacement every 6-12 months.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

DenTek designs, manufactures, and sells over-the-counter (OTC) oral care consumer products including dental guards for nighttime teeth grinding, floss picks, interdental brushes, tongue scrapers, canker sore patches, and temporary dental repair kits. The company sells its branded products through mass retailers, drug stores, grocery, and e-commerce channels across the U.S. and in over 30 countries, targeting everyday consumers seeking at-home oral hygiene and dental protection tools.

Product overview

DenTek Oral Care is a dental accessories specialist offering an extensive portfolio of innovative oral care products organized into five core categories: Dental Guards (Professional-Fit, Comfort-Fit, and Ultimate models) for nighttime teeth grinding protection; Floss Picks including Advanced Clean, Complete Clean Easy Reach, Cross Flosser, Fresh Breath, Sensitive Gums, and Kids Fun varieties; Interdental Brushes and Picks including Easy Brush (Standard and Tight) and Deep Clean Bristle Picks; Tongue Care products including Orabrush and Metal Tongue Scraper; and Pain Relief and Repair solutions including Canker Sore Relief Patch, Instant Pain Relief Kit, and Temparin Max Advanced Repair Kit. The company also offers professional oral care kits and gum health kits. Founded in 1984 and acquired by Prestige Consumer Healthcare in 2016, DenTek products are available in over 30 countries through major U.S. retailers including Amazon, Target, Walmart, Walgreens, and CVS.

Differentiator

Problem solved

Functional benefit

Products and services

• DenTek® Professional-Fit™ Dental Guard Dual-layer, full-coverage boil-and-bite dental guard with a soft cushioned upper layer that molds to teeth and a protective bottom layer with grind shield; designed for consumers seeking nighttime protection from bruxism and teeth grinding damage.
• DenTek® Comfort-Fit® Dental Guard Ready-to-wear nighttime dental guard with a 5-point adjustment system for instant fit without boiling; features retention wall and durable bite pads for full-coverage protection from teeth grinding for consumers who want immediate use.
• DenTek® Ultimate™ Dental Guard Slim-design dental guard made from BPA-free material with cushioned bite pads that mold to teeth; includes a flex band for easy breathing and the SmartFit tray for custom shaping, intended for daytime and nighttime grinding protection.
• DenTek® Advanced Clean Floss Picks 3-in-1 flossing tool combining ultra-strong scrubbing floss (200+ strands), a micro-textured pick, and a tongue scraper; fluoride-infused and mint-flavored with a no-break guarantee for daily plaque removal.
• DenTek® Complete Clean® Easy Reach Floss Picks ADA-accepted floss picks with an ergonomic Y-shaped handle for reaching back teeth and behind molars; features bristled pick, no-break guarantee, and mouthwash-blast flavored fluoride-infused floss.
• DenTek® Cross Flosser™ Plaque Control Floss Picks Floss picks featuring a patented X-shaped floss design that curves around teeth covering more surface area; marketed as removing 80% more plaque than leading rolled floss with a fluoride-infused mouthwash blast flavor.
• DenTek® Fresh Breath Floss Picks Floss picks with 5X mint "power pockets" for long-lasting fresh breath, featuring braided mint-infused floss and a smooth pick for interdental cleaning aimed at consumers focused on breath and flavor.
• DenTek® Comfort Clean® Sensitive Gums Floss Picks Gentle floss picks with silky ribbon floss designed for sensitive or bleeding gums; includes a tongue scraper and is positioned to strengthen gums over time with regular use.
• DenTek® Kids Fun Flossers The first kids' floss picks accepted by the American Dental Association; wild fruit flavored, fluoride-coated floss designed to fit tight teeth with a comfort grip handle sized for small hands, targeted at children establishing oral hygiene habits.
• DenTek® Easy Brush™ Plaque Control Standard Interdental Cleaners Tapered flexible interdental brush with soft fluoride- and mint-coated bristles; designed to remove food and plaque between teeth and featuring the antimicrobial GermShield cap for cleanliness between uses.
• DenTek® Easy Brush™ Plaque Control Tight Interdental Cleaners Interdental brush sized for extra-tight spaces, with a tapered flexible brush head, soft fluoride- and mint-coated bristles, comfort-grip handle, and antimicrobial cap.
• DenTek® Deep Clean Advanced Bristle Picks Interdental Cleaner Double-sided tool with a flexible bristled pick on one side for plaque and small food particles, and a textured pick on the other side for dislodging stuck food; minty flavor and includes a carrying case for portability.
• Orabrush® Tongue Scraper Two-in-one tongue cleaning tool with ultra-soft micro-pointed bristles that reach into tongue crevices to lift bad-breath bacteria, paired with a scraper to remove debris; positioned as the #1 selling tongue cleaner.
• DenTek® Metal Tongue Scraper Medical-grade stainless steel tongue scraper with a narrow contoured head; dishwasher-safe and designed to fight bad breath at the source by removing bacteria from the tongue surface.
• DenTek® Canker Sore Relief Patch Clinically tested protective patch for canker sores and mouth ulcers that forms a physical barrier over the wound to relieve pain and promote healing; sold in packs of six 12mm patches.
• DenTek® Instant Pain Relief Advanced Kit Maximum-strength benzocaine liquid gel kit for instant oral pain relief from toothaches, canker sores, and sore gums; includes 50 disposable applicators, a handle, and a carrying case for at-home use.
• DenTek® Temparin® Max Advanced Repair Kit Temporary repair kit using dentist-grade ingredients for lost fillings, loose caps and crowns, and broken teeth; provides short-term pain relief and acts as a temporary filling until a dental visit.
• DenTek® Advanced Clean Professional Oral Care Kit Five-in-one professional oral care kit containing a dental pick, scaler, tartar remover, gum stimulator, and fog-free mirror in an antimicrobial carrying case for at-home deep cleaning of teeth and gums.
• DenTek® Gum Health Advanced Cleaning Kit™ Gum care kit with cleansing gel, a micro-bristle applicator with 30 replaceable tips, and a high-performance dual-ended gum care tool; marketed to remove plaque from the gumline and deliver healthier feeling gums in 10 days.

Quantifiable outcome

• Removes 80% more plaque than leading rolled floss with X-shaped Cross Flosser design
• +3 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• BrickfishminorGTM or Marketing Partner · 12 May 2014DenTek partnered with Brickfish to launch the 'Go Floss Yourself' campaign and contest in 2014. The partnership leveraged Brickfish's platform to create a social media contest encouraging consumers to share flossing content for a chance to win prizes including a trip to San Juan, Puerto Rico or $5,000 cash. The campaign aimed to start conversations about flossing and position it as a solution to embarrassing food-in-teeth situations.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Plackers: Plackers is a direct competitor in dental floss picks and interdental cleaners, offering similar single-use floss pick products sold through mass and drug retail channels. It competes head-to-head with DenTek's Advanced Clean, Complete Clean, and Cross Flosser lines for the same shelf set and consumer occasion.
• Sunstar (GUM brand): Sunstar's GUM brand is a leading specialty oral care brand offering floss, interdental brushes, and gum care tools across professional and consumer channels. It overlaps directly with DenTek's floss, interdental, and gum health product portfolio and serves similar consumers in the OTC oral care accessory category.
• Reach (Johnson & Johnson): Reach is a heritage floss and interdental brand owned by Kenvue/Johnson & Johnson, with broad U.S. mass-market distribution. It competes directly with DenTek's floss picks and floss lines in the same retail channels.
• TheraBreath: TheraBreath is an OTC oral care brand focused on bad breath, dry mouth, and specialty oral care solutions, sharing the same direct-to-consumer + retail distribution model. It overlaps with DenTek's Orabrush and breath-freshening floss pick lines in the bad-breath use case.

Broad incumbents

• Oral-B (Procter & Gamble): Oral-B is the dominant global oral care brand owned by Procter & Gamble, spanning manual and power toothbrushes, floss, and rinses. While Oral-B's core franchise is brushes and power devices, its floss and interdental lines overlap with DenTek's offerings across shared retail distribution.
• Colgate-Palmolive (Colgate brand): Colgate is the global oral care market leader with a portfolio spanning toothpaste, manual and power toothbrushes, mouthwash, and floss. It competes broadly with DenTek in OTC consumer oral care through shared retailer relationships and overlapping consumer occasions.
• Water Pik: Water Pik is the leading water flosser brand, offering a different technology-based approach to interdental cleaning. It competes with DenTek's floss picks and interdental brushes for the same consumer routine — choosing between mechanical and water-based interdental cleaning.
• ACT (Chattem/Kenvue): ACT is a leading OTC fluoride rinse brand owned by Kenvue, sharing DenTek's drugstore and mass-retail shelf presence. While focused on rinses, it competes for the same consumer oral care routine slot and incremental oral care category spend.

Emerging players

• Hello Products: Hello Products is a fast-growing natural and sustainable oral care brand offering toothpaste, mouthwash, floss, and toothbrushes. It competes with DenTek in floss and accessory categories with a differentiated natural ingredients and design-led positioning targeting younger consumers.
• The Humble Co. The Humble Co. is a sustainability-focused oral care brand offering bamboo toothbrushes, floss picks, and interdental brushes. It intersects with DenTek's interdental and floss pick portfolio via a sustainability-led value proposition aimed at eco-conscious consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCfake_channel_id
• Xx.com/dentek
• Facebookfacebook.com/dentek
• LinkedInlinkedin.com/company/dentek-oral-care-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DenTek Oral Care