MySmile Oral Care

What MySmile Oral Care does

MySmile Oral Care Inc. is a California-incorporated, privately held at-home oral care brand founded in 2016 by Bobby Jacob. The company sells LED-accelerated teeth whitening kits (Original 5X, Pro 28X, Ultimate 28X), whitening strips, pens, prefilled trays, and gel refills, alongside water flossers (LP211, LP221 with UVC sterilization, LP233 countertop), sonic toothbrushes (DY156, UC605, D59 buttonless), nano-hydroxyapatite toothpaste, color-correcting toothpaste, enzyme peptide and nHa mouthwashes, ultrasonic retainer cleaners, and aligner cleaning foam. Core technology combines LED accelerator lights (5X to 28X intensity) with carbamide peroxide gels (18–35% CP) and 12% hydrogen peroxide prefilled trays, with whitening formulations developed by strategic partner Oratech LLC, whose formulas are trusted by 25,000+ dental offices worldwide.

The business runs a multi-channel, product-led growth model. Pricing spans roughly $14–$186 for one-time purchases (kits, devices, refills), plus a recurring subscription program offering 5–15% discounts on gel and consumable refills on 2-, 4-, and 6-month cycles. Acquisition is driven primarily by viral TikTok and Instagram content targeting Gen Z consumers, supplemented by SEO/content marketing via the Smile Guide blog, an affiliate/creator program offering up to 15% commission, email/SMS marketing, and PR Newswire press campaigns. Distribution spans the DTC storefront mysmilesteeth.com, Amazon, TikTok Shop, and 9+ U.S. retail chains including Target, Walmart, Ulta, Macy's, Kohl's, Best Buy, CVS, Nordstrom, and Kroger.

The company is bootstrapped (no funding rounds disclosed), operates with 11–50 employees from Rancho Cucamonga/Los Angeles, and claims millions of users globally, positioning itself as the leader on TikTok US in oral care. Products are FDA-approved, Intertek lab-verified, and made in the USA; revenue is not publicly disclosed.

Name

MySmile Oral Care

Legal name

MySmile Oral Care Inc.

Website

https://www.mysmilesteeth.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

MySmile Oral Care provides teeth whitening kits, oral hygiene products, and travel dental care accessories.

Ownership category

akta.pro rank

Product category

Oral Care Products

NAICS

Toilet Preparation Manufacturing (32562), Health and Personal Care Retailers (456)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

akta.pro secondary industries

Electric Toothbrushes & Power Brush Heads (CRABAFAC), Mouthwash & Rinses (CRABAFAD), Dental Floss, Picks & Interdental Cleaners (CRABAFAE)

Keywords

• Teeth whitening kits
• Oral care products
• LED whitening systems
• Water flossers
• Sonic toothbrushes

Headquarters

HQ city

Rancho Cucamonga

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Primary revenue stream from direct-to-consumer sales through the company's e-commerce website (mysmilesteeth.com), offering teeth whitening kits, strips, pens, oral care devices, and consumables at various price points with frequent promotional discounts.
2. Subscription/Refill Model: Recurring subscription model offering 5-15% discounts on auto-delivery of gel refills and consumables on 2, 4, or 6-month cycles, providing predictable recurring revenue and customer retention.
3. Retail Distribution: Revenue from sales through third-party retail partners including Target, Walmart, Ulta, Amazon, Macy's, Kohl's, Best Buy, CVS, Nordstrom, Kroger, and TikTok Shop, with wholesale or revenue-sharing arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels12 records

Marketing channels7 records

Core offering

MySmile Oral Care manufactures and sells at-home oral care products, with a flagship focus on LED-accelerated teeth whitening kits. The product portfolio also includes water flossers, sonic toothbrushes, and complementary oral hygiene consumables. Products are positioned as professional-grade alternatives for consumer self-use.

Product overview

MySmile Oral Care is an at-home oral care brand offering a comprehensive teeth whitening and oral hygiene product portfolio. The core product line centers on LED-accelerated teeth whitening kits (Original 5X, Pro 28X, Ultimate 28X) that use carbamide peroxide gels formulated by Oratech LLC, complemented by whitening strips, pens, prefilled trays, and gel refills. The oral care portfolio includes water flossers (LP211, LP221 with UVC, LP233 countertop), sonic toothbrushes (DY156, UC605, D59 smart), and specialty toothpastes (nano-hydroxyapatite nHa, purple color correcting). Supporting products include enzyme peptide and portable mouthwashes, ultrasonic retainer cleaners, remineralization gels, dental floss, toothpaste tablets, and whitening powders. The brand operates a subscription service for refills and an affiliate/creator program for influencer marketing, selling through their website, Amazon, and major U.S. retailers including Target, Walmart, Ulta, Macy's, Kohl's, Best Buy, CVS, and Nordstrom.

Differentiator

Problem solved

Functional benefit

Products and services

• Oral Hygiene Consumables Refill whitening gels, replacement accessories, and supporting oral care consumables sold to individual consumers to maintain results from the LED whitening system.
• LED Teeth Whitening Kit An at-home teeth whitening system that uses LED light acceleration combined with peroxide-based whitening gel to brighten teeth for individual consumers seeking professional-grade results without a dental visit.
• Water Flosser A countertop/portable oral irrigation device for individual consumers to remove plaque and food debris between teeth and along the gumline as part of daily oral hygiene.
• Sonic Toothbrush A rechargeable sonic electric toothbrush designed for individual consumers as a daily-use cleaning tool.

Quantifiable outcome

• Up to 10 shades whiter after 7-14 days of consistent use
• +4 more outcomes

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Oratech LLCcoreStrategic or Co-development PartnerOratech LLC is a strategic manufacturing and formulation partner that develops MySmile's proprietary whitening gel formulas. With over 40 years of expertise in whitening gel innovation, Oratech's formulations are trusted by more than 25,000 dental offices worldwide. Their advanced carbamide peroxide (18-35% CP) and hydrogen peroxide formulas enable MySmile's professional-grade at-home teeth whitening products.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Hismile: Australia-founded DTC teeth-whitening brand offering LED kits, whitening strips, and toothpaste via social-media-led marketing. Closely comparable on product mix (LED kits + gels + ancillary oral care), Gen Z/DTC GTM, and at-home whitening value proposition.
• Burst Oral Care: DTC oral care brand known for sonic toothbrushes, whitening strips, and an ambassador/influencer network. Highly comparable on direct-to-consumer oral care positioning, influencer-driven acquisition, and breadth across brushing + whitening categories.
• Snow (Snow Teeth Whitening): DTC at-home teeth-whitening brand with LED kits, whitening serum, and ancillary oral care products. Comparable on whitening-led portfolio, social-media marketing, and at-home cosmetic oral care positioning toward millennials/Gen Z.
• Quip: Direct-to-consumer oral care brand with electric toothbrushes, refillable brush heads, toothpaste, and floss sold via subscription and major retailers. Comparable on DTC + retail omnichannel model, subscription refill layer, and design-forward oral care positioning.
• Spotlight Oral Care: Dentist-founded oral care brand offering whitening products, toothpaste, mouthwash, and accessories through DTC and select retailers. Comparable on dentist-credibility messaging, aesthetic packaging, and broadened oral care portfolio beyond whitening.

Broad incumbents

• Crest (Procter & Gamble): Mass-market oral care leader under P&G with whitening strips, toothpastes, and increasingly LED whitening systems. Represents the dominant incumbent MySmile competes against on retail shelf and consumer mindshare.
• Colgate-Palmolive (Colgate, elmex, meridol): Global oral care incumbent with whitening toothpastes, strips, and electric toothbrush lines under the Colgate brand and subsidiaries. Competes directly across whitening kits and brushes at retail with significantly greater distribution and R&D resources.
• Philips Sonicare: Premium electric toothbrush and oral care brand owned by Philips, offering sonic toothbrushes and whitening systems. Overlaps with MySmile on sonic toothbrushes, water flossers, and aesthetic oral care positioning.

Emerging players

• Hello Products: Natural-ingredient oral care brand with toothpaste, mouthwash, whitening, and floss sold through mass retail (Target, Walmart). Comparable on modern packaging and Gen Z positioning across a broad oral care portfolio.

Others

• SmileDirectClub: DTC cosmetic oral care company historically focused on clear aligners with adjacent whitening and ancillary products. Comparable on DTC + retail marketing model and at-home cosmetic oral care consumer overlap, though the category and economics differ.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mysmile
• TikToktiktok.com/@mysmile
• Xx.com/mysmileofficial
• Facebookfacebook.com/mysmilesofficial
• LinkedInlinkedin.com/company/mysmile-oral-care-inc

Compliance2 records

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 MySmile Oral Care