Orabrush
- Company typePrivate
- Founded2010
- HeadquartersOrem, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Orabrush firmographics
Firmographics- Name
- Orabrush
- Website
- https://orabrush.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Orabrush industry classification
Industry- Product category
- Consumer Oral Care
- NAICS
- Toilet Preparation Manufacturing (325620)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Tongue Cleaners & Breath Fresheners (CRABAFAI)
- akta.pro secondary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
Keywords
Where Orabrush is headquartered
LocationHeadquarters
- HQ city
- Orem
- HQ country
- United States
- HQ region
- North America
Markets served
Orabrush business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Tongue Cleaner Product Sales: Orabrush generates revenue through the sale of its tongue cleaner products at retail stores and online. The product is sold as a consumer healthcare item through DenTek's distribution network and direct-to-consumer channels.
Distribution channels1 record
Marketing channels2 records
Orabrush product offering
Product offeringCore offering
Orabrush designs and sells the Orabrush® Tongue Cleaner, a 2-in-1 tongue cleaning tool that uses ultrasoft micro-pointed bristles to lift odor-causing bacteria from the tongue's crevices and an integrated scraper to remove the dislodged buildup. The product is sold to individual consumers through DenTek's retail distribution network and direct online channels as a daily-use oral care item recommended for replacement every 3–4 months.
Product overview
Orabrush is an oral care brand that has been acquired by DenTek (Prestige Consumer Healthcare). The core product is the Orabrush® Tongue Cleaner, a 2-in-1 tongue scraper that combines ultrasoft micro-pointed bristles with a scraping surface to remove bad breath bacteria from the tongue. The product is positioned as the #1 selling tongue cleaner and is part of a broader DenTek oral care portfolio that includes dental guards, floss picks, oral care health kits, and pain & repair kits. Orabrush operates under the DenTek brand umbrella and is distributed alongside other DenTek oral care products.
Differentiator
Problem solved
Functional benefit
Products and services
- Orabrush® Tongue Cleaner
Quantifiable outcome
- Removes bad breath bacteria that toothbrush cannot reach
Companies that use Orabrush
Customer profileSegments2 records
Ideal customer profiles2 records
Orabrush technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Orabrush partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Orabrush competitors and assessment
Company assessmentDirect peers
- Dr. Tung's: Direct-to-consumer brand specializing in tongue scrapers and other oral hygiene tools. Closest competitor to Orabrush in the dedicated tongue-cleaner subcategory, competing for the same 'bad breath' use case.
- TheraBreath: Bad-breath-focused oral care brand (Dr. Katz) offering mouthwashes, tongue sprays, and toothpastes. Directly competes with Orabrush in addressing halitosis through targeted daily-use products.
- The Breath Company: Oral care brand built around bad-breath and tongue-cleaning solutions including tongue sprays and mints. Overlaps with Orabrush's primary consumer use case of freshening breath via tongue care.
Broad incumbents
- GUM (Sunstar): Established oral care brand offering a broad portfolio of toothbrushes, floss, and interdental tools. Comparable as a non-electric mechanical oral care tools player competing for similar retailer shelf space.
- Colgate-Palmolive (Crest, Tom's of Maine): Largest incumbent in oral care with toothpaste, mouthwash, and brushes (Crest) plus natural-positioned Tom's of Maine. Sets the competitive baseline for category education, distribution, and pricing pressure on niche brands like Orabrush.
- Procter & Gamble (Oral-B, Crest): Global oral care giant via Oral-B and Crest, covering toothbrushes, floss, and rinses. Relevant incumbent peer shaping retailer relationships and consumer habits that Orabrush must work within.
- Haleon (Sensodyne, Aquafresh): Consumer healthcare major with a broad oral care portfolio including Sensodyne and Aquafresh. Functions as a broad incumbent setting category norms and competing for retailer oral care shelf sets.
- Dr. Fresh (Prestige Consumer Healthcare): Sister oral care brand also under Prestige Consumer Healthcare. Comparable as a fellow Prestige-owned oral care SKU portfolio sharing parent distribution and strategic decision-making.
- Listerine (Johnson & Johnson): Dominant mouthwash brand addressing the same bad-breath consumer use case as Orabrush. Broad incumbent peer competing for the daily fresh-breath routine and influencing retailer merchandising.
Emerging players
- Hello Products: Independent natural-positioned oral care brand spanning toothpaste, mouthwash, and floss. Comparable as a digitally-native, brand-led challenger competing for younger consumers' oral care consideration set.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks4 records
Key highlights5 records
Customer concentration
Orabrush social profiles
Digital presenceOrabrush financial estimates
Financial estimateRevenue estimate
Valuation estimate
Orabrush leadership team
Management profileNumber of profiles
Profiles2 records
Orabrush funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Orabrush 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 Orabrush
What does Orabrush do?
Orabrush designs and sells the Orabrush® Tongue Cleaner, a 2-in-1 tongue cleaning tool that uses ultrasoft micro-pointed bristles to lift odor-causing bacteria from the tongue's crevices and an integrated scraper to remove the dislodged buildup. The product is sold to individual consumers through DenTek's retail distribution network and direct online channels as a daily-use oral care item recommended for replacement every 3–4 months.
When was Orabrush founded?
Orabrush was founded in 2010. It employs 11 to 50 people.
Where is Orabrush based?
Orabrush is headquartered in Orem, United States, in the North America region.
How does Orabrush make money?
One revenue line is on record: tongue Cleaner Product Sales.
Who are Orabrush's main competitors?
Direct peers on record are Dr. Tung's, TheraBreath and The Breath Company. Broad incumbents are GUM (Sunstar), Colgate-Palmolive (Crest, Tom's of Maine), Procter & Gamble (Oral-B, Crest), Haleon (Sensodyne, Aquafresh), Dr. Fresh (Prestige Consumer Healthcare) and Listerine (Johnson & Johnson). Hello Products is listed as an emerging player.
Does Orabrush have an API?
No public API is recorded for Orabrush.
What industry is Orabrush in?
Orabrush's product category is Consumer Oral Care. Its primary akta.pro industry code is CRABAFAI, Tongue Cleaners & Breath Fresheners, with a secondary code of CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening). Its NAICS code is 325620 and its SIC code is 2844.