PÄRLA
PÄRLA is a UK-based direct-to-consumer oral care brand founded in 2020 by three dentists, selling plastic-free toothpaste tabs, toothpaste paste, mouthwash, and accessories via its e-commerce site and five UK retail chains including Boots, Ocado, Waitrose, Sainsbury's, and Booths.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What PÄRLA does
PÄRLA is a UK-based direct-to-consumer oral care brand founded in 2020 in London by three dentists — Dr Rhona Eskander, Dr Simon Chard, and Dr Adarsh Thanki. The company manufactures and sells toothpaste in two delivery formats: solid toothpaste tabs (sold in jars such as the PRO WHITE 248 format) and a newer traditional paste format launched in 2025, alongside adjacent products including mouthwash, a tongue scraper, and a branded "Paste Press" tube key accessory. Its core formulations are positioned around three specialty variants — Enamel Protect, Bio Balance, and Pro Whitening — and are sold individually, in 3-pack bundles, or as a discovery kit.
The business operates a hybrid go-to-market model. The DTC channel at parlaoralcare.com offers both one-time purchases and monthly subscriptions priced at $5.80–$9.00 for 3-pack bundles, supported by digital marketing across Instagram, TikTok, Facebook, LinkedIn, email, and earned media in publications such as The Times, Tatler, The Telegraph, Harper's Bazaar, Marie Claire, GQ, and Glamour. Retail distribution is anchored by listings in five UK chains: Boots, Ocado, Waitrose, Sainsbury's, and Booths, giving the brand physical and online shelf presence across pharmacy, mainstream grocery, premium grocery, and online-only grocery channels.
The company's commercial differentiation rests on plastic-free packaging, dentist-formulated products, and a stack of third-party certifications — B Corp, Vegan, Plastic Free, Cruelty Free, Palm Oil Free, and Natural Flavouring — that anchor its sustainability and wellness positioning. The brand targets health-conscious and eco-conscious UK consumers seeking cleaner oral care alternatives, with product ratings of 4.7–5.0 stars indicating strong consumer reception at current scale.
PÄRLA firmographics
Firmographics- Name
- PÄRLA
- Legal name
- PÄRLA Oral Care
- Website
- https://parlatoothpastetabs.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PÄRLA is a UK-based direct-to-consumer oral care brand founded in 2020 by three dentists, selling plastic-free toothpaste tabs, toothpaste paste, mouthwash, and accessories via its e-commerce site and five UK retail chains including Boots, Ocado, Waitrose, Sainsbury's, and Booths.
- Ownership category
- akta.pro rank
PÄRLA industry classification
Industry- Product category
- Oral Care Consumer Products
- NAICS
- Toilet Preparation Manufacturing (325620)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
- akta.pro secondary industries
- Toothpaste & Toothpowder (CRABAFAA), Mouthwash & Rinses (CRABAFAD)
Keywords
Where PÄRLA is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
PÄRLA business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Product Sales: Direct sales of oral care products including toothpastes, toothpaste tabs, mouthwash, and accessories through e-commerce and retail channels. Both one-time purchases and subscription options available.
- One-Time Product Purchases: Direct sales of individual products to consumers at fixed prices, with no recurring commitment required.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Toothpaste Discovery Kit - 3-pack subscription |
| Subscription | Monthly | Enamel Protect Toothpaste x3 Bundle subscription |
| Subscription | Monthly | Bio Balance Toothpaste x3 Bundle subscription |
| Subscription | Monthly | Pro Whitening Toothpaste x3 Bundle subscription |
| Unit Pricing | Pay-as-you-go | Paste Press Toothpaste Key |
| Unit Pricing | Pay-as-you-go | PRO WHITE 248 toothpaste tabs |
| Unit Pricing | Pay-as-you-go | MOUTHWASH 45 |
| Unit Pricing | Pay-as-you-go | Tongue Scraper |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels4 records
PÄRLA product offering
Product offeringCore offering
PÄRLA manufactures and sells dentist-formulated oral care products, primarily toothpaste in two formats (paste tubes and solid tablet jars) across formulations targeting enamel protection, microbiome balance, and whitening. The portfolio extends to Mouthwash 45 and accessories such as the Paste Press toothpaste key and a tongue scraper, sold via its own e-commerce site (with subscriptions) and through UK retailers including Boots, Ocado, Waitrose, Sainsbury's, and Booths.
Product overview
PÄRLA is an oral care company offering a dual-format product portfolio centered on toothpaste delivery: traditional paste in tubes (with a companion Paste Press key accessory) and innovative toothpaste tabs in jars. The core toothpaste range includes three specialized formulations—Enamel Protect, Bio Balance, and Pro Whitening—available as individual products, 3-pack bundles, or discovery kits. The portfolio extends to mouthwash and oral health accessories including a tongue scraper. All products emphasize dentist-designed formulas, plastic-free packaging, and sustainable ingredients (vegan, cruelty-free, palm oil-free). The brand positions itself as a disruptor in oral care with a focus on whole body wellness.
Differentiator
Problem solved
Functional benefit
Products and services
- Enamel Protect Toothpaste Dentist-formulated toothpaste in paste-tube format designed to protect tooth enamel, sold individually or as a 3-pack bundle with monthly subscription options.
- Bio Balance Toothpaste Dentist-formulated toothpaste in paste-tube format focused on supporting oral microbiome balance, available as a 3-pack bundle with subscription options.
- Pro Whitening Toothpaste Dentist-formulated toothpaste in paste-tube format designed for teeth whitening, offered as a 3-pack bundle with subscription options.
- Toothpaste Tabs Solid toothpaste tablets offered as a plastic-free alternative to traditional toothpaste tubes, available in multiple formulations targeting whitening, enamel protection, fresh breath, and sensitivity.
- PRO WHITE 248 Toothpaste Tabs Premium jar-format toothpaste tabs product containing 248 tablets (approximately a 4-month supply) for whitening; available from $44.00.
- Toothpaste Discovery Kit 3-pack bundle containing sample-size variants of PÄRLA toothpaste formulations to let customers try the range; available as a monthly subscription at $7.60/month.
- Mouthwash 45 Liquid mouthwash product designed for fresh breath and oral hygiene, sold as an individual unit at $10.00.
- Paste Press Toothpaste Key Reusable metal key accessory that presses every last bit of toothpaste from a standard tube, available as a free gift with any 3-pack purchase or for $14.00 one-time.
- Tongue Scraper Oral care accessory designed for tongue cleaning to promote fresh breath, priced at $14.00.
Companies that use PÄRLA
Customer profileSegments4 records
Ideal customer profiles1 record
PÄRLA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
PÄRLA partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- OcadocoreOcado is a major UK online supermarket and one of PÄRLA's key retail distribution partners, providing physical store and online retail presence for PÄRLA products in the UK market.
- WaitrosecoreWaitrose is a UK supermarket chain serving as a retail distribution partner for PÄRLA oral care products, providing access to health-conscious consumers in the UK market.
- Sainsbury'scoreSainsbury's is a major UK supermarket chain distribution partner for PÄRLA products, expanding retail availability across the UK.
- BootscoreBoots is a leading UK pharmacy and health retailer serving as a key distribution partner for PÄRLA oral care products, aligning with PÄRLA's health and wellness positioning.
- BoothsminorBooths is a UK premium grocery chain (The Good Grocers) that stocks PÄRLA products, providing distribution in the premium retail segment.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
PÄRLA competitors and assessment
Company assessmentDirect peers
- Bite: Bite is a direct competitor in the toothpaste-tab/tablet category, offering plastic-free, dentist-developed tablet alternatives to traditional toothpaste. Closest comparable in product format, sustainability positioning, and DTC-led GTM.
- Hello Products: Hello Products is a natural, vegan, and cruelty-free oral care CPG brand selling toothpaste, mouthwash, and related SKUs in mass retail. Comparable in sustainability positioning, product range, and mainstream retail distribution.
- The Humble Co. The Humble Co. sells sustainable oral care products including toothpaste tabs and brushes, founded by a Swedish dentist. Comparable in dentist-founded narrative, sustainable format, and mainstream retail distribution.
- Georganics: Georganics is a UK-based natural oral care brand specializing in toothpaste tablets and plastic-free packaging. Closest UK-headquartered comparable, sharing the same sustainable oral care niche and retail channels.
- David: David is a premium natural toothpaste brand with sleek branding and plastic-tube formats sold DTC and in retailers. Comparable in premium positioning, natural-ingredient story, and direct-to-consumer-led GTM.
- Hismile: Hismile sells toothpaste tablets, powders, and whitening oral care products DTC globally, overlapping directly with PÄRLA's tab format and whitening-focused SKUs (e.g., PRO WHITE 248).
Broad incumbents
- Tom's of Maine: Tom's of Maine is a Colgate-owned natural oral care brand with strong sustainable and natural-ingredient credentials sold in US mass retail. Comparable as a scaled 'natural oral care' incumbent PÄRLA will increasingly compete with on shelves.
- Colgate-Palmolive: Colgate-Palmolive is the global leader in oral care (Colgate, Tom's of Maine, elmex) and the dominant incumbent across toothpaste, mouthwash, and tabs. Represents the largest competitive threat with the deepest distribution and marketing budgets.
Emerging players
- Nelson Naturals: Nelson Naturals is a smaller natural toothpaste brand offering paste and tablet formats with sustainability positioning. Comparable as a niche natural oral care brand, though with a smaller distribution footprint than PÄRLA.
Regional players
- Lush: Lush is a UK-based, sustainability-led toiletries and personal-care brand with a strong plastic-free, vegan, and cruelty-free ethos. Comparable as a UK sustainable personal care brand with overlapping consumer base and retail-philosophy alignment, though oral care is not its core category.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
PÄRLA social profiles
Digital presencePÄRLA compliance and trust
Trust signalCompliance6 records
PÄRLA financial estimates
Financial estimateRevenue estimate
Valuation estimate
PÄRLA leadership team
Management profileNumber of profiles
Profiles3 records
PÄRLA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PÄRLA 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 PÄRLA
What does PÄRLA do?
PÄRLA manufactures and sells dentist-formulated oral care products, primarily toothpaste in two formats (paste tubes and solid tablet jars) across formulations targeting enamel protection, microbiome balance, and whitening. The portfolio extends to Mouthwash 45 and accessories such as the Paste Press toothpaste key and a tongue scraper, sold via its own e-commerce site (with subscriptions) and through UK retailers including Boots, Ocado, Waitrose, Sainsbury's, and Booths.
Is PÄRLA a public or private company?
PÄRLA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PÄRLA founded?
PÄRLA was founded in 2020. It employs 1 to 10 people.
Where is PÄRLA based?
PÄRLA is headquartered in London, United Kingdom, in the Europe region.
How does PÄRLA make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are one-Time Product Purchases.
Who are PÄRLA's main competitors?
Direct peers on record are Bite, Hello Products, The Humble Co., Georganics, David and Hismile. Broad incumbents are Tom's of Maine and Colgate-Palmolive. Nelson Naturals is listed as an emerging player. Lush is listed as a regional player.
Does PÄRLA have an API?
No public API is recorded for PÄRLA.
What industry is PÄRLA in?
PÄRLA's product category is Oral Care Consumer Products. Its primary akta.pro industry code is CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening), with a secondary code of CRABAFAA, Toothpaste & Toothpowder. Its NAICS code is 325620 and its SIC code is 2844.