Wellnesse
Wellnesse is a direct-to-consumer e-commerce brand selling natural, fluoride-free personal care products centered on micro-hydroxyapatite oral care, serving health-conscious families and non-toxic lifestyle consumers through its own website and subscriptions.
- Company typePrivate
- Founded2019
- HeadquartersSanta Rosa Beach, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wellnesse does
Wellnesse is a privately-held, direct-to-consumer e-commerce company founded in 2019 by Katie Wells (Wellness Mama) and headquartered in Santa Rosa Beach, Florida, with a fully remote team distributed across seven US states. The company sells natural, fluoride-free personal care products through its own website (wellnesse.com), anchored in a micro-hydroxyapatite oral care platform: five toothpaste variants (Whitening, Charcoal, Vanilla Berry, Strawberry, Cinnamint), a premium 10% Hydroxyapatite Serum with a dual-particle system (over/under 3 microns), Mint Oral Probiotics with 6 billion AFU, Balanced Mouth Blend mouthwash, silk and plant-based floss, bamboo toothbrushes, a copper tongue scraper, a water flosser, and mouth tape. Adjacent categories include Restoring Shampoo and Conditioner, a hand sanitizer, and a digital oral-health e-book. The core technology is a 5-8 micron micro-hydroxyapatite derived from calcium carbonate mineral deposits in France, differentiated from synthetic nano-hydroxyapatite and positioned as a non-toxic alternative to fluoride for enamel remineralization, sensitivity reduction, and whitening.
The business operates a DTC model with both one-time purchases and a subscription/auto-ship program offering 15% savings on configurable monthly to every-six-month delivery. Pricing is tiered from $6-15 individual items (brushes, floss, toothpaste) up to $60-103 bundles and systems, with introductory subscription offers (e.g., $29 Back-to-School, $37.50 Whitening System first delivery). Revenue is generated almost entirely through wellnesse.com, supplemented by wholesale and affiliate programs; no retail or third-party marketplace presence is documented. Wellnesse holds B-Corp, Leaping Bunny, EWG Verified, and Non-Toxic Project certifications and is guided by a Dental Advisory Board chaired by Dr. Griffin Cole, lending clinical and ESG credibility. Operational scale is evidenced by 1M+ tubes of Whitening Toothpaste sold and 20,000+ aggregate 5-star reviews, with a customer base spanning health-conscious families, individuals with sensitive teeth, busy families seeking auto-replenishment, and non-toxic lifestyle consumers. Leadership comprises founder Seth Spears as Chief Visionary Officer alongside CEO Emily Blain.
Wellnesse firmographics
Firmographics- Name
- Wellnesse
- Legal name
- Wellnesse
- Website
- https://wellnesse.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wellnesse is a direct-to-consumer e-commerce brand selling natural, fluoride-free personal care products centered on micro-hydroxyapatite oral care, serving health-conscious families and non-toxic lifestyle consumers through its own website and subscriptions.
- Ownership category
- akta.pro rank
Where Wellnesse is headquartered
LocationHeadquarters
- HQ city
- Santa Rosa Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wellnesse business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time and subscription purchases of oral care and personal care products through e-commerce website. Products include toothpaste variants, floss, toothbrushes, mouthwash, probiotics, and bundles.
- Subscription/Autoship: Subscribe-and-save model offering 15% discount on recurring deliveries. Customers can choose delivery frequency from monthly to every 6 months. Subscription products include Whitening System at $55/mo ongoing vs $75 retail.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual toothpaste products |
| Subscription | Monthly | Whitening System subscription |
| Subscription | Monthly | Back to School Bundle subscription |
| Unit Pricing | Pay-as-you-go | Individual oral care products |
| Unit Pricing | Pay-as-you-go | Bundle products |
| Subscription | Monthly | Hydroxyapatite Serum subscription |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Wellnesse product offering
Product offeringCore offering
Wellnesse is a direct-to-consumer e-commerce brand that formulates, markets, and sells clean, fluoride-free personal care products, with a primary focus on hydroxyapatite-based oral care. The product portfolio includes multiple toothpaste varieties, a professional-grade hydroxyapatite serum, oral probiotics, floss products, bamboo toothbrushes, mouthwash concentrates, and select hair care items, sold individually, in bundles, and via subscription.
Product overview
Wellnesse is a direct-to-consumer oral and personal care brand offering a portfolio of clean, fluoride-free products powered by micro-hydroxyapatite. The core offering centers on hydroxyapatite-based oral care: five toothpaste varieties (Whitening, Charcoal, Vanilla Berry, Strawberry, Cinnamint), the professional-grade Hydroxyapatite Serum (10% concentration), Mint Oral Probiotics with 6 billion AFU, Balanced Mouth Blend concentrate, floss products (Silk Floss and Floss Picks), dental tools (Bamboo Toothbrush, Children's Bamboo Toothbrushes, Copper Tongue Scraper, Water Flosser, Mouth Tape), and travel sizes. Hair care includes Restoring Shampoo and Conditioner. Wellnesse sells individual products, curated bundles (Ultimate Family Bundle, Mineralizing Oral Care Kit, Daily Essentials Kit, Complete Protocol, Family Oral Care Kit, Back to School Bundle), and subscription options. All products are B-Corp certified, Leaping Bunny certified, and formulated without fluoride, SLS, parabens, or artificial dyes.
Differentiator
Problem solved
Functional benefit
Products and services
- Whitening Toothpaste Fluoride-free whitening toothpaste with 5% micro-hydroxyapatite that remineralizes enamel and whitens teeth naturally, sold to individual consumers for daily oral care.
- Charcoal Toothpaste Activated charcoal whitening toothpaste with hydroxyapatite for detoxification and enamel strengthening, recommended for use 2-3 times per week.
- Vanilla Berry Toothpaste Kid-friendly fluoride-free toothpaste in vanilla berry flavor with hydroxyapatite for cavity protection, suitable for the whole family.
- Strawberry Toothpaste Natural fruity-flavored fluoride-free toothpaste for children with hydroxyapatite for cavity prevention, popular with kids and families.
- Cinnamint Toothpaste Fluoride-free toothpaste with cinnamon and peppermint flavors, containing hydroxyapatite for enamel support and fresh breath.
- Hydroxyapatite Serum Professional-grade enamel repair serum with 10% micro-hydroxyapatite in a dual-particle system (over and under 3 microns) for remineralizing enamel, reducing sensitivity, and whitening teeth. Contains L-Arginine, Xylitol, Aloe Vera, Humic & Fulvic Acids, and Peppermint Oil.
- Mint Oral Probiotics Dissolvable probiotic mints containing 6 billion AFU blend with hydroxyapatite and four probiotic strains (Lactobacillus reuteri, L. acidophilus, L. salivarius, L. paracasei) to support oral microbiome health.
- Balanced Mouth Blend Concentrated oil-based mouthwash with organic almond oil, peppermint, and cinnamon for gum health and oil pulling routines.
- Floss Picks Plant-based biodegradable floss picks made from corn starch with UHMWPE floss thread, designed as an eco-friendly alternative to conventional plastic floss picks.
- Silk Floss 100% pure silk dental floss coated with candelilla wax and peppermint oil, packaged in a reusable glass jar.
- Adult Bamboo Toothbrush Biodegradable bamboo toothbrush with soft bristles for gentle daily cleaning and reduced environmental waste versus plastic toothbrushes.
- Children's Bamboo Toothbrushes - 3 Pack
- Copper Tongue Scraper
- Water Flosser
- Mouth Tape
- Moisturizing Hand Sanitizer
- Restoring Shampoo
- Restoring Conditioner
- Whitening System
- Mineralizing Oral Care Kit
- Back to School Bundle
- Ultimate Family Bundle
- Mini Gift Set
- Daily Whiten + Balance Kit
- Restoring Hair Care Set
- Charcoal + Whitening Set
- Complete Toothpaste Bundle
- Complete Protocol
- Family Oral Care Kit
Quantifiable outcome
- Hydroxyapatite toothpaste found to be as effective as fluoride in preventing cavities in multiple peer-reviewed studies
- +3 more outcomes
Companies that use Wellnesse
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Wellnesse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Wellnesse partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
Wellnesse competitors and assessment
Company assessmentDirect peers
- Boka: Boka is a direct-to-consumer oral care brand built around hydroxyapatite-based toothpaste, floss, and toothbrushes. Most direct competitor to Wellnesse, with similar clean-ingredient positioning, subscription model, and target audience of health-conscious consumers.
- Hello Products: Direct-to-consumer and retail natural oral care brand offering fluoride-free toothpaste, mouthwash, and floss with playful branding. Competes head-to-head with Wellnesse in the clean-ingredient oral care category.
- David's Toothpaste: Premium natural toothpaste brand with a focus on safe ingredients, sustainability, and direct-to-consumer subscription. Direct competitor in the clean-label premium toothpaste category.
Broad incumbents
- Tom's of Maine: Long-standing natural oral care brand (owned by Colgate-Palmolive) offering fluoride and fluoride-free toothpastes, mouthwash, and floss. Shares the 'natural, non-toxic' positioning with Wellnesse but at much larger retail scale.
- Burt's Bees: Clorox-owned natural personal care brand with toothpaste, lip care, and body care. Shares the natural ingredients positioning and Dental Advisory Board-equivalent credibility used by Wellnesse, but operates at far larger retail scale.
- Colgate-Palmolive: The dominant global oral care incumbent (Colgate, Tom's of Maine, hello, elmex). Has begun introducing hydroxyapatite formulations, posing the largest competitive threat to Wellnesse's category positioning.
- Haleon (Sensodyne): Global consumer healthcare company owning Sensodyne, Pronamel, and Aquafresh. As sensitivity and enamel-repair become more central, Haleon's R&D and distribution advantage threatens Wellnesse's positioning in the remineralization/sensitivity segment.
Emerging players
- Twice Oral Care: DTC oral care brand offering natural toothpaste and dental products with subscription model. Smaller competitor but overlaps with Wellnesse on target customer and product format.
- Burst Oral Care: Subscription-based oral care brand originally focused on sonic toothbrushes, now expanding into toothpaste and whitening. Competes with Wellnesse on the subscription-model oral care angle and dentist-endorsed acquisition.
- Apocalypso: Emerging natural oral care brand with hydroxyapatite and clean-ingredient formulations. Smaller and earlier-stage, but occupies the same niche positioning as Wellnesse.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Wellnesse social profiles
Digital presenceWellnesse compliance and trust
Trust signalCompliance4 records
Wellnesse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wellnesse leadership team
Management profileNumber of profiles
Profiles8 records
Wellnesse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wellnesse 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 Wellnesse
What does Wellnesse do?
Wellnesse is a direct-to-consumer e-commerce brand that formulates, markets, and sells clean, fluoride-free personal care products, with a primary focus on hydroxyapatite-based oral care. The product portfolio includes multiple toothpaste varieties, a professional-grade hydroxyapatite serum, oral probiotics, floss products, bamboo toothbrushes, mouthwash concentrates, and select hair care items, sold individually, in bundles, and via subscription.
Is Wellnesse a public or private company?
Wellnesse is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wellnesse founded?
Wellnesse was founded in 2019. It employs 1 to 10 people.
Where is Wellnesse based?
Wellnesse is headquartered in Santa Rosa Beach, United States, in the North America region.
How does Wellnesse make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription/Autoship.
Who are Wellnesse's main competitors?
Direct peers on record are Boka, Hello Products and David's Toothpaste. Broad incumbents are Tom's of Maine, Burt's Bees, Colgate-Palmolive and Haleon (Sensodyne). Emerging players are Twice Oral Care, Burst Oral Care and Apocalypso.
Does Wellnesse have an API?
No public API is recorded for Wellnesse.