AuraGlow
- Company typePrivate
- Founded2014
- HeadquartersStamford, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
AuraGlow firmographics
Firmographics- Name
- AuraGlow
- Legal name
- AuraGlow
- Website
- https://auraglow.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
AuraGlow industry classification
Industry- Product category
- At-Home Teeth Whitening Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Whitening Products (Strips, Gels, Pens, Kits) (CRABAFAF)
- akta.pro secondary industry
- Electric Toothbrushes & Power Brush Heads (CRABAFAC)
Keywords
Where AuraGlow is headquartered
LocationHeadquarters
- HQ city
- Stamford
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AuraGlow business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase of teeth whitening products including kits, gels, pens, strips, and electric toothbrushes sold directly to consumers through the auraglow.com e-commerce platform.
- Subscription/Refill Products: Subscription options available for consumable products like brush heads, allowing recurring revenue from existing customers through the Shopify subscription platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Teeth Whitening Kit - LED system with 35% carbamide peroxide gel |
| Unit Pricing | Pay-as-you-go | Whitening Gel Toothpaste Booster - 9% hydrogen peroxide |
| Unit Pricing | Pay-as-you-go | Teeth Whitening Pen - Extra strength 9% hydrogen peroxide |
| Unit Pricing | Pay-as-you-go | 8% Teeth Whitening Strips - With nano-hydroxyapatite |
| Unit Pricing | Pay-as-you-go | 11% Extra Strength Teeth Whitening Strips |
| Unit Pricing | Pay-as-you-go | 35% Teeth Whitening Gel - Carbamide peroxide |
| Unit Pricing | Pay-as-you-go | 44% Extra Strength Teeth Whitening Gel - Carbamide peroxide |
| Unit Pricing | Pay-as-you-go | Sonus Electric Toothbrush |
| Subscription | Monthly | Sonus Brush Heads 3-Pack |
| Unit Pricing | Pay-as-you-go | Sensitivity Relief Gel |
| Unit Pricing | Pay-as-you-go | Whitening Light Charging Cable |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
AuraGlow product offering
Product offeringCore offering
AuraGlow sells direct-to-consumer at-home teeth whitening products including LED-accelerated whitening kits, whitening gels (35% and 44% carbamide peroxide), whitening pens and toothpaste boosters (9% hydrogen peroxide), and whitening strips (8% and 11% hydrogen peroxide), supplemented by the Sonus sonic electric toothbrush and brush heads. Products use dental-grade whitening ingredients made in the USA and are sold primarily through the company's own e-commerce website with distribution to dental practices via authorized dealer Benco Dental.
Product overview
AuraGlow is a direct-to-consumer oral care brand specializing in clinically-proven at-home teeth whitening products. The portfolio centers on peroxide-based whitening formulations (carbamide peroxide and hydrogen peroxide at various concentrations) combined with LED light acceleration technology. The product line is organized around three delivery formats: (1) LED whitening kits with rechargeable accelerator lights and gel syringes, (2) Whitening pens and toothpaste boosters for on-the-go or daily maintenance use, and (3) Whitening strips in standard and extra-strength formulations. The company also offers complementary oral care products including the Sonus Electric Toothbrush and replacement brush heads. All products use dental-grade whitening ingredients and are designed for sensitivity-free whitening. AuraGlow sells through its e-commerce platform (auraglow.com) and through dental practice distribution via Benco Dental.
Differentiator
Problem solved
Functional benefit
Brands
- Sonus: Electric toothbrush brand operated by AuraGlow, featuring the Sonus Electric Toothbrush and compatible brush heads.
Products and services
- AuraGlow Teeth Whitening Kit Complete LED teeth whitening kit using 35% carbamide peroxide gel with a rechargeable LED accelerator light to deliver professional-level whitening at home; includes 20 treatments, LED light, storage case, and dual syringe gel system.
- AuraGlow Basic LED Teeth Whitening Kit Entry-level version of the LED teeth whitening kit offering the core LED-accelerated whitening technology at a lower price point for budget-conscious consumers.
- AuraGlow Whitening Booster Teeth whitening gel toothpaste booster containing 9% hydrogen peroxide that can be added to regular toothpaste for daily whitening in under 2 minutes while brushing, providing 350+ treatments per bottle.
- AuraGlow Teeth Whitening Pen Extra-strength teeth whitening pen with 9% hydrogen peroxide for on-the-go whitening; contains 40+ treatments and removes stains from coffee, wine, soda, tea, and smoking in about 2 minutes per use.
- AuraGlow 8% Teeth Whitening Strips Teeth whitening strips with 8% hydrogen peroxide and nano-hydroxyapatite formula containing 14 treatments (28 strips) with no-slip adhesion and no residue, designed for sensitivity-free whitening.
- AuraGlow 11% Extra Strength Teeth Whitening Strips Extra-strength whitening strips with 11% hydrogen peroxide, the strongest formula in the strips lineup, designed to whiten up to 10 shades in 7 days by lifting stubborn stains.
- AuraGlow 35% Teeth Whitening Gel Teeth whitening gel with 35% carbamide peroxide for at-home use with trays or LED lights, clinically proven to whiten up to 10 shades in 7 days with 30 treatments per pack of three 5ml syringes.
- AuraGlow 44% Teeth Whitening Gel Extra-strength teeth whitening gel with 44% carbamide peroxide for users seeking a stronger boost beyond the standard 35% formula, best for removing years of heavy or deep stains.
- AuraGlow Sonus Electric Toothbrush Sonic electric toothbrush delivering 40,000 vibrations per minute for a deeper clean, featuring 5 brushing modes, a 2-minute timer, and claimed removal of up to 10x more plaque than manual brushing.
- AuraGlow Sensitivity Relief Gel Sensitivity relief serum designed for users experiencing tooth sensitivity during or after whitening treatments, providing sensitivity management to complement at-home whitening regimens.
Quantifiable outcome
- 7.11 shades average shade improvement after 7 days of treatment
- +6 more outcomes
Companies that use AuraGlow
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
AuraGlow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
AuraGlow partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Benco DentalcoreBenco Dental serves as the authorized dealer for Auraglow products sold to dental practices in the United States. Dental professionals can order Auraglow products through Benco Dental or contact their Benco Dental representative to purchase take-home whitening products for their practice.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
AuraGlow competitors and assessment
Company assessmentDirect peers
- Snow: Snow is a venture-backed DTC at-home teeth whitening brand offering LED whitening kits, whitening pens, and toothpaste, sold primarily online to consumers in the U.S. and internationally. It is the most directly comparable competitor to AuraGlow in product mix (LED kits, gels, pens), target customer (whitening-seeking consumers), and channel (Shopify DTC).
- Hismile: Hismile is an Australia-based global DTC whitening brand selling LED kits, PAP+ gels, and whitening pens across 80+ countries including the EU. Hismile's consumer positioning and product mix overlap nearly one-to-one with AuraGlow, with the key differentiator being Hismile's peroxide-free EU-compliant formulations.
- GLO Science: GLO Science offers professional and at-home LED teeth whitening kits and accelerator devices with proprietary heat-and-light technology. It competes directly with AuraGlow in the LED whitening kit category with a similar premium DTC-plus-dental-professional go-to-market model.
- BURST Oral Care: BURST is a DTC oral care brand offering sonic electric toothbrushes, replacement brush heads, whitening strips, and other oral care products, distributed via its own e-commerce site and a dental professional ambassador network. It overlaps with AuraGlow across whitening, electric toothbrushes, and brush head subscriptions — and shares the dental-professional channel strategy.
- quip: quip is a DTC oral care brand offering electric toothbrushes, replacement brush heads (subscription), toothpaste, and whitening products sold online and through retail. It overlaps directly with AuraGlow on electric toothbrush, brush head subscription, and whitening adjacencies, with a similar Shopify-powered DTC core.
- Smile Brilliant: Smile Brilliant is a DTC brand selling custom-fit whitening trays and LED whitening kits direct to consumers. It overlaps with AuraGlow in the at-home LED whitening kit category, with a slightly more clinical/custom positioning.
Broad incumbents
- Crest (Procter & Gamble): Crest is the mass-market oral care leader owned by P&G, with the 3D Whitestrips franchise as the dominant U.S. whitening brand across retail shelves and Amazon. It is the primary mass-market incumbent competing with AuraGlow in whitening strips and peroxide-based consumer whitening products.
- Colgate-Palmolive (Optic White): Colgate-Palmolive's Optic White and Colgate Whitening product lines are among the most distributed consumer whitening brands in grocery, drug, and mass channels. Colgate is the broader incumbent competing with AuraGlow across both whitening and daily oral care categories.
Emerging players
- Hello Products: Hello Products is a naturals-positioned oral care brand selling toothpaste, mouthwash, and whitening products in mass retail and online. It is a partial competitor in whitening and a broader competitor in everyday oral care, but does not currently offer LED kits or peroxide gels at the same concentrations as AuraGlow.
Regional players
- Spotlight Oral Care: Spotlight Oral Care is an Ireland-based professional oral care brand with hydrogen peroxide whitening products available across the EU and U.K. — the geographies AuraGlow cannot serve. It is comparable in product mix (whitening, toothpaste, electric brush) but operates primarily in Europe where AuraGlow is excluded by peroxide regulation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
AuraGlow social profiles
Digital presenceAuraGlow financial estimates
Financial estimateRevenue estimate
Valuation estimate
AuraGlow leadership team
Management profileNumber of profiles
AuraGlow funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AuraGlow 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 AuraGlow
What does AuraGlow do?
AuraGlow sells direct-to-consumer at-home teeth whitening products including LED-accelerated whitening kits, whitening gels (35% and 44% carbamide peroxide), whitening pens and toothpaste boosters (9% hydrogen peroxide), and whitening strips (8% and 11% hydrogen peroxide), supplemented by the Sonus sonic electric toothbrush and brush heads. Products use dental-grade whitening ingredients made in the USA and are sold primarily through the company's own e-commerce website with distribution to dental practices via authorized dealer Benco Dental.
Is AuraGlow a public or private company?
AuraGlow is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AuraGlow founded?
AuraGlow was founded in 2014. It employs 11 to 50 people.
Where is AuraGlow based?
AuraGlow is headquartered in Stamford, United States, in the North America region.
How does AuraGlow make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription/Refill Products.
Who are AuraGlow's main competitors?
Direct peers on record are Snow, Hismile, GLO Science, BURST Oral Care, quip and Smile Brilliant. Broad incumbents are Crest (Procter & Gamble) and Colgate-Palmolive (Optic White). Hello Products is listed as an emerging player. Spotlight Oral Care is listed as a regional player.
Does AuraGlow have an API?
No public API is recorded for AuraGlow.
What industry is AuraGlow in?
AuraGlow's product category is At-Home Teeth Whitening Products. Its primary akta.pro industry code is CRABAFAF, Whitening Products (Strips, Gels, Pens, Kits), with a secondary code of CRABAFAC, Electric Toothbrushes & Power Brush Heads. Its NAICS code is 456120 and its SIC code is 2844.