usmile

What usmile does

usmile is a Guangzhou-headquartered oral care brand founded in 2015 that designs, manufactures, and sells electric toothbrushes and water flossers through a direct-to-consumer model. The company's product line spans the flagship Y20 PRO AI-powered toothbrush with missed-spots guidance and intelligent pressure control, the Y10 PRO smart toothbrush with on-screen feedback, the P10 S adult toothbrush, the Q30 Kids toothbrush, and the C10 and C30 water flossers, all supported by a recurring consumables ecosystem of proprietary brush heads, flosser nozzles, floss picks, and travel accessories. Technology is built on sonic vibration with claimed up to 95% plaque removal, AI-assisted brushing analysis that detects missed areas and abnormal pressure, and battery systems designed to last up to a year on certain models.

The company monetizes almost exclusively through one-time hardware sales via its own e-commerce storefronts, priced in the $50-$140 range with frequent promotional discounts of up to 50% during events such as Prime Day; recurring revenue comes from replacement brush heads, nozzles, and floss. Go-to-market is DTC across country-specific domains for the United States (under Star Flare Technology LLC), Canada, Germany, the United Kingdom, Spain, and France, with international expansion continuing into Southeast Asia via the April 2026 Philippine market entry. The claimed installed base of more than 86 million users across 30+ countries, four in-house R&D labs, and over 750 patents anchor usmile as one of the most prominent Chinese-origin challengers to established incumbents such as Oral-B, Philips Sonicare, and Colgate in the premium consumer oral care category. The company is privately held with 501-1,000 employees and no disclosed funding rounds, acquisitions, or institutional investors in the available data.

Name

usmile

Legal name

Star Flare Technology LLC

Website

https://usmile.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

501–1,000 employees

Short description

usmile is a Guangzhou-founded oral care brand that designs and sells AI-enabled electric toothbrushes and water flossers direct-to-consumer across 30+ countries, targeting health-conscious adult and family buyers with premium technology at mid-market price points.

Ownership category

akta.pro rank

Product category

Consumer Oral Care Electronics

NAICS

Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Electric Toothbrushes & Power Brush Heads (CRABAFAC)

akta.pro secondary industry

Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ)

Keywords

• Electric toothbrushes
• Water flossers
• Oral care devices
• Sonic toothbrushes
• Dental hygiene products

Headquarters

HQ city

Guangzhou

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: usmile generates revenue primarily through one-time hardware sales of electric toothbrushes, water flossers, and associated accessories. Products are sold at various price points with promotional discounts during sales events like Prime Day. Replacement brush heads, flosser nozzles, and other accessories provide recurring peripheral revenue from the installed customer base.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

usmile designs, manufactures, and sells consumer oral care hardware, principally sonic electric toothbrushes (Y10 PRO, Y20 PRO, P10 S, Q30 Kids) and portable water flossers (C10, C30), supported by replacement brush heads, flosser nozzles, dental floss picks, and bundled kits. Products are sold directly to consumers through region-specific e-commerce storefronts in the US, Canada, Germany, the UK, Spain, and France, with an expanding presence in additional markets including the Philippines.

Product overview

usmile offers a comprehensive oral care product portfolio centered on two core categories: electric toothbrushes and water flossers. The flagship products include the Y20 PRO AI Electric Toothbrush with missed spots guidance and intelligent pressure control, the Y10 PRO smart toothbrush with display feedback, and the P10 S electric toothbrush. For water flossing, the C10 Portable Dental Flosser and C30 Cordless Water Flosser provide portable oral irrigation solutions. These core products are supported by replacement accessories including brush heads (1.0 and 2.0 ergonomic versions), flosser nozzles in multiple configurations, and travel accessories. The portfolio is complemented by value bundles combining toothbrushes, flossers, and accessories for individuals, couples, and families. All products share common design language, share replacement parts ecosystem, and are backed by the company's patented technologies including intelligent pressure control and sonic efficiency systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Y20 PRO Electric Toothbrush AI-powered electric toothbrush featuring missed spots guidance with real-time feedback on cleaned and missed areas, intelligent pressure control, and up to 95% plaque removal in internal studies; targeted at adult consumers seeking professional-grade at-home cleaning.
• Y10 PRO Electric Toothbrush Smart electric toothbrush with on-device display feedback that identifies cleaned and missed areas during brushing, ensuring complete tooth coverage; targeted at adult consumers.
• P10 S Electric Toothbrush Adult electric toothbrush offering four brushing modes (Smart, Clean, White, Soft) tuned to different tooth surfaces and gum sensitivities; for health-conscious adult consumers.
• Q30 Kids Electric Toothbrush Electric toothbrush designed for children with age-appropriate brushing modes and features to encourage consistent oral hygiene habits among kids.
• C10 Portable Dental Flosser Portable water flosser with Precision Pulse technology featuring up to 95-day battery life, 180ml tank, and four adjustable modes for deep cleaning and gum care.
• C30 Cordless Water Flosser Portable cordless water flosser designed for on-the-go oral care with adjustable pressure settings for sensitive gums and deep cleaning.
• Brush Heads 1.0 Replacement brush heads with air cushion technology, compatible with all usmile electric toothbrushes, sold in 2-packs for whitening and cleaning.
• Ergonomic Brush Heads 2.0 Improved ergonomic brush heads designed for better cleanliness and user comfort during brushing; compatible with usmile toothbrushes.
• usmile Twin-Line Floss Dental floss picks with twin-line design for deep cleaning between teeth.
• Water Flosser Nozzles Replacement nozzles for usmile water flossers including Guidance Tip Nozzles (C-shaped for guided water flow), Standard Nozzles (focused stream), and Dual-Flow Nozzles (jet and spray for deeper clean).
• Bundle & Save Kits Pre-configured product bundles combining toothbrushes, water flossers, and accessories at discounted prices, including Personal Kit, Couple Sets, Family Packs, and various combination packs.

Quantifiable outcome

• 95% plaque removal (internal studies)
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature7 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Foreo: Foreo is a Swedish premium personal care device brand with a recent entry into smart electric toothbrushes (ISSASA) featuring AI and app integration. It overlaps with usmile on premium positioning, design-forward aesthetics, and direct-to-consumer international sales in beauty/tech channels.
• Laifen: Laifen is a Chinese personal care hardware brand that has expanded from hair dryers into smart electric toothbrushes with strong design credentials. It overlaps with usmile in target demographic (design-conscious, tech-forward consumers) and international DTC ambition, though oral care is a newer extension.

Broad incumbents

• Colgate-Palmolive: Colgate is a broad oral care incumbent with growing electric toothbrush offerings (Colgate Hum, Plaqless Pro) alongside its dominant toothpaste business. It competes in the same category but at portfolio scale, leveraging unmatched retail distribution and dental professional relationships.

Regional players

• Mijia / Xiaomi (oral care SKUs): Xiaomi's Mijia ecosystem includes smart electric toothbrushes sold primarily in China and parts of Asia at aggressive price points. While not a direct global competitor, it competes for the same value-conscious smart oral care consumers in usmile's home and adjacent Asian markets.

Direct peers

• Oral-B (Procter & Gamble): Oral-B is the dominant global electric toothbrush brand under P&G with deep retail distribution, dentist endorsements, and the Oral-B iO smart brush line. It directly competes with usmile on premium smart features (AI guidance, pressure sensors) and is one of the three incumbents cited by usmile as competitive benchmarks.
• Philips Sonicare: Philips' Sonicare is the global premium sonic electric toothbrush incumbent and the most direct comparable to usmile's flagship Y-series. Both compete on sonic vibration technology, smart brushing modes, and replacement brush head ecosystems aimed at consumers seeking dentist-recommended performance.
• Waterpik: Waterpik is the leading water flosser brand and directly competes with usmile's C10 and C30 portable dental flosser lines. Both target the same preventive oral care routine and overlap on sonic/pulse water technology and replacement nozzle consumables.
• Quip: Quip is a DTC-born subscription electric toothbrush brand that pioneered the brush head subscription model and modern minimalist design aesthetic. Its business model and DTC positioning closely mirror usmile's, and both target younger, design-conscious consumers; Quip was acquired by P&G's Crest Oral-B in 2025.
• Burst Oral Care: Burst is a US-based DTC sonic electric toothbrush brand known for influencer marketing and affordable subscription models. It competes directly with usmile in the same DTC channel and price band, with similar sonic technology and replacement brush head recurring revenue.
• Oclean: Oclean is a Chinese smart electric toothbrush competitor that also exports globally and emphasizes app-connected brushing analytics. It is a near-look-alike competitor to usmile with overlapping R&D intensity and DTC international expansion, often appearing in the same head-to-head comparisons.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCZ-p0rjXE7Q9gpgxlF4JPBw
• Facebookfacebook.com/usmileglobal
• Instagraminstagram.com/usmile_global
• TikToktiktok.com/@usmile.official
• Xx.com/usmile_official

Revenue estimate

Valuation estimate

Number of profiles

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 usmile