Oral B

What Oral B does

Oral-B is a global oral care brand wholly owned by Procter & Gamble (NYSE: PG), headquartered in Cincinnati, Ohio. The brand sells rechargeable electric toothbrushes organized into five tiers (iO Series 10/7/2 as premium, then Genius/Smart, Pro, Vitality, and Kids), alongside a full consumables basket of proprietary replacement brush heads, manual toothbrushes, toothpaste, dental floss, mouthwash, and water flossers. Products are developed in Germany and distributed in 40+ countries via P&G's owned e-commerce sites, mass retail, pharmacy, and dental professional channels. The brand is positioned as the #1 dentist-recommended toothbrush brand worldwide.

The iO Series is the technical and commercial centerpiece, built on a proprietary magnetic drive system that delivers energy linearly to the brush head. It adds AI-powered 3D teeth tracking via Bluetooth to a paired iOS/Android app, a smart pressure sensor that turns red/green for over- and optimal-pressure feedback, and (on the iO 10) an interactive color display. A signature round brush head design, inspired by dental polishing cups, is a consistent architectural element across tiers. Connected experiences are extended to children through the Disney Magic Timer app, which integrates 23 Disney, Marvel, and Star Wars characters to drive brushing habit formation.

The business model is a razor-and-blade structure: one-time hardware sales across premium, mid, entry, and kids tiers generate the initial purchase, while proprietary replacement brush heads (recommended every three months) plus toothpaste, floss, and mouthwash drive recurring consumables revenue. Pricing is retail and one-time across all tiers, with a standard one-year warranty extendable to three years on registration. End customers are individual consumers segmented by life stage (infants through seniors), with targeted sub-segments for children (Disney partnership), orthodontic patients, and dental restoration patients, sold through e-commerce, mass retail, pharmacy, and dental professional channels globally.

Name

Oral B

Legal name

Procter & Gamble

Website

https://oralb.se

Company type

Private

Founded year

1950

Operating status

Operating

Short description

Oral-B is a Procter & Gamble-owned global oral care brand selling electric toothbrushes (iO, Genius, Pro, Vitality, Kids series), replacement brush heads, manual brushes, toothpaste, floss, and mouthwash across 40+ countries, serving consumers at every life stage through retail, pharmacy, e-commerce, and dental professional channels.

Ownership category

akta.pro rank

Product category

Consumer Oral Care

NAICS

Small Electrical Appliance Manufacturing (335210), Dental Equipment and Supplies Manufacturing (339114), Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456)

SIC

Electric Housewares & Fans (3634), Dental Equipment & Supplies (3843), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Electric Toothbrushes & Power Brush Heads (CRABAFAC)

akta.pro secondary industries

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA), Toothbrushes (Manual) (CRABAFAB), Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ), Mouthwash & Rinses (CRABAFAD), Dental Floss, Picks & Interdental Cleaners (CRABAFAE)

Keywords

• Electric toothbrushes
• Oral care products
• Replacement brush heads
• Manual toothbrushes
• Dental hygiene supplies

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric Toothbrush Hardware: Primary revenue stream from sale of rechargeable electric toothbrush handles across multiple product tiers (iO Series, Genius, Pro, Vitality, Kids). One-time hardware purchase with standard 1-year warranty (extendable to 3 years with registration).
2. Replacement Brush Heads: Recurring consumable revenue from proprietary replacement brush heads designed for each toothbrush line. Dentists recommend replacing brush heads every 3 months for optimal cleaning effectiveness.
3. Oral Care Consumables: Supporting product lines including toothpaste, mouthwash, dental floss, and floss picks for comprehensive oral care routines.
4. Manual Toothbrushes: Entry-level manual toothbrush products across multiple lines including Pro Expert, 3D White, Complete, and 123 series.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Oral-B manufactures and sells electric and manual toothbrushes, plus a complementary oral care portfolio including replacement brush heads, toothpaste, dental floss, mouthwash, and water flossers, primarily to individual consumers. The brand's premium iO Series pairs a magnetic drive system with AI-powered 3D teeth tracking and Bluetooth connectivity to the Oral-B App, while the Kids line pairs with the Disney Magic Timer App to drive engagement through character-based gamification.

Product overview

Oral-B is a comprehensive oral care brand under Procter & Gamble, offering a multi-category product portfolio centered on electric toothbrushes. The core product line consists of rechargeable electric toothbrushes across multiple series tiers: the premium iO Series (Series 10, 7, and 2) featuring magnetic drive technology, AI-powered 3D teeth tracking, and interactive displays; the Genius, Smart, Pro (including Pro 2000, Pro 600, Pro 3 3000), and Vitality Series covering mid-range to entry-level electric models; and dedicated Kids electric toothbrushes featuring Disney, Marvel, and Star Wars themes. These toothbrushes are supported by a complementary portfolio of replacement brush heads (including iO-Series Exclusives designed exclusively for iO handles, plus CrossAction, Sensi Ultrathin, 3D White, FlossAction, Precision Clean, and TriZone), manual toothbrushes (Pro Expert, 3D White, Complete, 123 lines), dental floss (Pro-Expert Premium, Satin Tape, Super Floss, Essential Mint), toothpaste (Gum & Enamel Repair, Gumline Purify, Pro-Expert, 3D White, Complete sub-lines), mouthwash (Gum & Enamel Care, Pro-Expert, 3D White Luxe), and water flossers. The product ecosystem is extended through the Oral-B App for iOS/Android (providing AI tracking and Bluetooth connectivity) and the Disney Magic Timer App (motivating children's brushing with gamification and character themes). The iO Series is developed in Germany and is the award-winning flagship line of the brand.

Differentiator

Problem solved

Functional benefit

Brands

• Oral-B iO Series: Premium line of electric toothbrushes with magnetic drive system and AI-powered features
• Oral-B Genius Series
• Oral-B Pro Series
• Oral-B Vitality Series
• Oral-B Kids
• Oral-B Pro-Expert
• Oral-B 3D White
• Oral-B Complete
• Oral-B 123
• Disney Magic Timer App

Products and services

• Oral-B iO Series 10 Electric Toothbrush Oral-B's flagship premium electric toothbrush available in Cosmic Black and Stardust White, featuring an interactive color screen, AI-powered 3D teeth tracking, 7 smart brushing modes, a smart pressure sensor, and the iO Sense Smart Charger with a 2-year warranty. Designed for adult consumers seeking clinically proven plaque removal and gum health improvement.
• Oral-B iO Series 7 Electric Toothbrush Mid-range electric toothbrush available in white and black, featuring an interactive black-and-white screen, AI-powered 3D teeth tracking, 5 smart brushing modes, smart pressure sensor, magnetic charger, travel case, and brush head storage, with a 2-year standard warranty. Built for adult consumers who want iO technology at a lower price point.
• Oral-B iO Series 2 Electric Toothbrush Entry-level iO Series electric toothbrush featuring an improved smart pressure sensor and 3 brushing modes, designed as an accessible introduction to the iO magnetic drive system. Available in black. Aimed at first-time iO buyers and value-conscious consumers.
• Oral-B Genius Series Electric Toothbrushes Smart electric toothbrush series with position detection technology and Bluetooth app connectivity for guided brushing. For adult consumers seeking premium smart features short of the iO Series.
• Oral-B Smart Series Electric Toothbrushes Electric toothbrush series with smart connectivity features and app pairing capability for guided brushing. For adult consumers seeking connected brushing features at a mid-tier price.
• Oral-B Pro Series Electric Toothbrushes (Pro 2000, Pro 600, Pro 3 3000) Mid-range electric toothbrush series including Pro 2000 Sensi Ultrathin, Pro 600 Cross Action, Pro 3 3000 Cross Action, and 3D White variants, offering pressure sensors and multiple brushing modes. For consumers seeking reliable electric cleaning at a moderate price.
• Oral-B Vitality Series Electric Toothbrushes Entry-level rechargeable electric toothbrush series including Vitality Plus 3D White, Vitality Plus CrossAction, and Vitality Black Cross Action models. Designed for first-time electric toothbrush users and value-oriented consumers.
• Oral-B Kids Electric Toothbrushes Electric toothbrushes designed for children featuring Disney, Marvel, and Star Wars character themes including Junior Star Wars, Disney Frozen, Disney Cars, Toy Story, Disney Princess, and Teen White models. Age-appropriate designs and compatible with the Disney Magic Timer app for gamified brushing.
• Oral-B iO Series Exclusives Replacement Brush Heads Premium replacement brush heads designed exclusively for iO Series handles, featuring advanced brushing technology. Clinically proven to remove 10x more plaque than other leading compatible brush heads, with a design inspired by polishing cups used by dental professionals. Recommended for replacement every 3 months.
• Oral-B Replacement Brush Heads (Standard Range) Replacement brush heads for non-iO Oral-B electric toothbrushes, including CrossAction, Sensi Ultrathin, 3D White, FlossAction, Precision Clean, TriZone, and kids-themed variants featuring Disney characters. Recommended for replacement every 3 months to maintain cleaning effectiveness.
• Oral-B Manual Toothbrushes (Pro Expert, 3D White, Complete, 123) Manual toothbrush line including Pro Expert (All Around Protection, Extra Clean, Anti-Plaque, Pulsar Gum Care, Pro-Flex), 3D White (Luxe Pro-Flex, Fresh, Brilliance), Complete (5 Way Clean), and 123 (Indicator, Shiny Clean) variants. Entry-level oral care for consumers preferring manual brushing.
• Oral-B Dental Floss Dental floss products including Pro-Expert Premium Floss with minty feeling, Satin Tape, Super Floss (ideal for orthodontic braces), and Essential Original/Mint Floss. For consumers seeking interdental cleaning as part of an oral care routine.
• Oral-B Toothpaste Toothpaste products across multiple sub-lines: Gum Solutions by Oral-B (Gum & Enamel Repair, Gumline Purify), Pro-Expert (Deep Clean, Healthy White, Strong Teeth, Professional Protection, Sensitive & Whitening), 3D White (Whitening Therapy, Brilliance Vitalizing Fresh, Luxe Whitening Accelerator, Perfection, Glamorous White, Pearl Glow), and Complete (Extra White, White and Naturally Fresh, Extra Fresh Plus). For consumers seeking targeted toothpaste solutions.
• Oral-B Mouthwash Mouthwash products including Oral-B Gum & Enamel Care, Pro-Expert Strong Teeth, Pro-Expert Deep Clean, Pro-Expert Professional Protection, and 3D White Luxe Perfection Mouthwash and Glamorous Shine Rinse. For consumers seeking mouthwash as part of a complete oral care routine.
• Oral-B Water Flosser Water flosser (oral irrigator) for cleaning between teeth and along the gumline, complementing regular brushing and string flossing. Particularly useful for orthodontic patients and those with dental work. For consumers seeking advanced interdental cleaning.
• Disney Magic Timer App by Oral-B Free mobile app for iOS and Android featuring Disney, Marvel, and Star Wars characters (23 total) to encourage children to brush for the dentist-recommended 2 minutes. Includes brushing timer, technique training, character scanning on product packaging, progress tracking calendar, parent portal, and reward unlocking. 90% of children brush longer with the app.
• Oral-B App (Connected Toothbrush App) Native smartphone app for iOS and Android that pairs with Oral-B electric toothbrushes via Bluetooth to provide AI-powered brushing guidance, 3D teeth tracking, pressure sensor feedback, personalized routines, and oral health progress tracking. For adult consumers of iO, Genius, and Smart Series toothbrushes.
• Oral-B iO Sense Smart Charger Smart charging accessory for iO Series toothbrushes, bundled with the iO Series 10 package, enabling advanced charging features as part of the ecosystem.

Quantifiable outcome

• Removes up to 100% more plaque than manual toothbrushes
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• DisneycoreStrategic or Co-development PartnerOral-B has a long-standing partnership with Disney featuring Disney, Marvel, and Star Wars characters on children's toothbrushes and the Disney Magic Timer app. This partnership creates engaging oral care experiences for children and drives family purchasing decisions through beloved entertainment brands.
• International Association for Disability and Oral Health (iADH)minorStrategic or Co-development PartnerThrough the 'Big Rethink' initiative, Oral-B combines its dental care expertise with iADH to make oral care more inclusive for people with disabilities, addressing accessibility challenges in dental care.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Philips Sonicare: Philips Sonicare is the closest direct competitor to Oral-B in premium electric toothbrushes, offering sonic technology, smart brushing apps, and replacement brush heads globally. Both brands compete head-to-head at retail across the same dentist-recommended positioning and premium price tiers.
• Waterpik: Waterpik (owned by Church & Dwight) is the leading water flosser brand and directly competes with Oral-B's Mundusch water flosser line. Both brands target consumers seeking interdental cleaning and gum health, and both are sold through dental professional channels and major retail.

Broad incumbents

• Colgate-Palmolive: Colgate-Palmolive competes broadly across oral care (manual and electric toothbrushes, toothpaste, mouthwash, floss) with the Colgate and elmex brands. As a diversified CPG incumbent, it overlaps with Oral-B's full portfolio but does not lead the premium electric toothbrush segment.
• Sensodyne (GSK Consumer Healthcare / Haleon): Sensodyne and Aquafresh (under Haleon/GSK) compete with Oral-B's toothpaste and broader oral care portfolio, particularly in sensitivity and gum care segments. As a broad oral care incumbent, the overlap is strongest in toothpaste, mouthwash, and dentist-recommended positioning.

Emerging players

• Quip: Quip is a DTC oral care startup that sells affordable electric toothbrushes with a subscription refill model, directly challenging Oral-B's entry-level Vitality and Pro lines. It targets younger, design-conscious consumers and competes on convenience and branding rather than clinical depth.
• BURST Oral Care: BURST is a DTC electric toothbrush brand built on a dental professional ambassador network and subscription brush head refills. It directly competes with Oral-B's mid-tier electric lines on price, sonic technology, and influencer-driven consumer acquisition.
• Goby: Goby is a DTC premium electric toothbrush brand competing on design, sonic technology, and subscription refills. It targets adult consumers willing to trade up from manual brushes, overlapping with Oral-B's Pro and iO entry-level positioning.
• Boka: Boka is an emerging natural-ingredient oral care brand with electric toothbrush and toothpaste offerings. It competes with Oral-B in the premium DTC segment by appealing to clean-label and wellness-oriented consumers, though at much smaller scale.

Regional players

• Jordan (Orkla): Jordan is a leading Scandinavian toothbrush brand owned by Orkla, directly competing with Oral-B's manual toothbrush and entry-level electric lines in Norway, Sweden, Denmark, and Finland. It is a strong regional incumbent where Oral-B must compete on local brand affinity.
• TePe Munhygienprodukter: TePe is a Swedish oral care company specializing in interdental brushes, specialty toothbrushes, and floss picks sold through dental professionals. It competes with Oral-B's dental professional channel products and interdental cleaning lines primarily in the Nordics and Northern Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UClnvz_o5vz4s92xZSykdGAw

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 Oral B