Jordan
Jordan is a Scandinavian oral care brand, founded 1837 and producing toothbrushes since 1927, that develops and sells manual and electric toothbrushes, toothpastes, and interdental products through distributors in 50+ countries under parent Orkla, serving consumers and pharmacy channels with a focus on sustainability and children's oral health.
- Company typePrivate
- Founded1837
- HeadquartersVallensbæk, Denmark
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jordan does
Jordan, operating under the legal name Jordan Oral Care, is a Scandinavian oral care brand founded in 1837 in Christiania (now Oslo), Norway by Danish-born comb maker Wilhelm Jordan, with toothbrush production dating to 1927. The company develops, produces, and sells a comprehensive range of oral care products including manual and electric toothbrushes (with age-tiered children's Step series 0-2/3-5/6-9 years), fluoride toothpastes for adults and children, and interdental products (dental floss, dental sticks, flosser tools, interdental brushes), organized under sub-brands including Green Clean (sustainable line from recycled plastics), Clinic by Jordan (pharmacy-exclusive clinical line), Circle (closed-loop recycled toothbrush), and Change Ultralite (replaceable-head system). Toothbrushes are designed in Norway, toothpaste is manufactured in Falun, Sweden, and the company operates regional offices in Seoul, South Korea for APAC distribution alongside its Vallensbæk, Denmark headquarters.
Jordan serves end consumers (children, families, adults, and sustainability-conscious shoppers) and pharmacy/clinical channels, with no B2B enterprise customer base. The business model is direct-to-consumer product sales through a global distributor network covering 50+ countries, supplemented by retail, pharmacy, and online channels. The company operates 16+ localized country-specific websites across Europe and maintains strong social media presence on Facebook, Instagram, TikTok, and YouTube. Jordan is a wholly-owned brand under Orkla, a Norwegian publicly listed conglomerate, with Orkla Distribution handling Scandinavian markets and dedicated distribution partners in the Middle East and other regions. Core technology is centered on Scandinavian industrial design, recycled-plastic material science (including yogurt-cup-derived plastic and toothbrush-to-toothbrush closed-loop recycling), bio-based bristles, and age-appropriate ergonomic product engineering, validated by 17+ documented design and packaging awards including Red Dot Design Award, WorldStar Packaging Award, EPRO Best Recycled Plastic Product Award, and Nordic Swan Ecolabel certification across multiple product lines.
Jordan firmographics
Firmographics- Name
- Jordan
- Legal name
- Jordan Oral Care
- Website
- https://jordanoralcare.com
- Company type
- Private
- Founded year
- 1837
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Jordan is a Scandinavian oral care brand, founded 1837 and producing toothbrushes since 1927, that develops and sells manual and electric toothbrushes, toothpastes, and interdental products through distributors in 50+ countries under parent Orkla, serving consumers and pharmacy channels with a focus on sustainability and children's oral health.
- Ownership category
- akta.pro rank
Jordan industry classification
Industry- Product category
- Consumer Oral Care
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
- akta.pro secondary industries
- Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ), Baby Oral Care (Toothpaste, Brushes) (CRABAJAF)
Keywords
Where Jordan is headquartered
LocationHeadquarters
- HQ city
- Vallensbæk
- HQ country
- Denmark
- HQ region
- Europe
Offices3 records
Markets served
Jordan business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Oral Care Products Sales: Jordan generates revenue through the manufacture and sale of oral care products including toothbrushes (manual and electric), toothpaste, interdental products (dental floss, dental sticks, flosser tools, interdental brushes). Products are sold through distributors in 50+ countries, pharmacies, and retail stores.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Jordan product offering
Product offeringCore offering
Jordan manufactures and sells oral care products for consumers, including manual and electric toothbrushes, toothpaste, dental floss, and interdental brushes. The company offers products for all age groups, with sub-brands such as Green Clean (sustainable line), Clinic by Jordan (professional/premium), and Step (children). Jordan is a Scandinavian oral care brand with operations in 50+ countries.
Product overview
Jordan is a Scandinavian oral care brand established in 1927, operating as part of Orkla, that develops, produces, and sells a comprehensive range of oral care products designed to help people maintain healthy teeth throughout their lives. The product portfolio spans five main categories: (1) Toothbrushes including manual brushes for adults (Individual Sensitive, Green Clean) and age-specific children's toothbrushes (Step 0-2 years, Step 3-5 years, Step 6-9 years), plus Jordan/Wilfa electric toothbrushes; (2) Toothpastes encompassing age-appropriate formulas for kids (0-5 years, 6-12 years) and adults, with specialized lines including Green Clean (98% natural origin ingredients) and Clinic by Jordan (pharmacy-exclusive); (3) Interdental products including dental floss, dental sticks, interdental brushes, and flosser tools (Easy Clean, 3-in-1, Green Clean); (4) Sustainable sub-brands including Green Clean (recycled plastic toothbrushes, natural toothpastes) and Circle (tobacco toothbrush made from old toothbrushes); and (5) Pharmacy-exclusive Clinic by Jordan line for specialized oral care needs. Jordan positions itself as market leader in toothbrushes, dental floss, and dental sticks in Scandinavia with presence in over 50 global markets. The company emphasizes Scandinavian design, sustainability through recycled materials, and products tailored to different life stages from first tooth through adulthood.
Differentiator
Problem solved
Functional benefit
Brands
- Green Clean: Sustainable oral care product line made with recycled plastic and natural ingredients, including toothbrushes, toothpaste, floss, and interdental products.
- Clinic by Jordan
- Step
Products and services
- Manual Toothbrushes Manual toothbrushes sold across mass-market and premium tiers for daily consumer use, including adult and children's variants.
- Electric Toothbrushes
Quantifiable outcome
- 134,225 kg virgin plastic saved by consumers choosing recycled plastic toothbrushes from end of 2018 to 2021
- +2 more outcomes
Companies that use Jordan
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
Jordan technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Jordan partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- OrklacoreOrkla is the parent company of Jordan. Jordan operates as part of Orkla's consumer goods portfolio. Orkla Design agency supports Jordan with design projects including Green Clean, Kids universe, Clinic, and marketing materials.
Scale indicators4 records
Recent moves2 records
Expansion highlights6 records
Jordan competitors and assessment
Company assessmentDirect peers
- TePe: Swedish-headquartered oral care specialist focused on interdental brushes, toothbrushes, and dental sticks; directly comparable in Scandinavian heritage, sustainability focus, and dental-professional channel emphasis.
- Curaprox (Curaden): Swiss premium oral care brand specializing in ultra-soft manual toothbrushes, interdental brushes, and toothpaste; comparable positioning in design-led, dental-professional-trusted European oral care market.
Broad incumbents
- Sunstar (GUM brand): Japanese-headquartered oral care company with the GUM brand; directly comparable across toothbrushes, interdental products, and toothpaste, with strong Asian market presence overlapping Jordan's Korea distribution.
- Philips Sonicare: Global premium electric toothbrush brand under Philips; competes with Jordan Clean Smile / Wilfa electric toothbrush line and represents the category leader Jordan must position against in the electric segment.
- Colgate-Palmolive: Global oral care incumbent with Colgate toothpaste brand; competes with Jordan on toothpaste and toothbrushes globally and dwarfs Jordan in scale, R&D, and shelf presence.
- Oral-B: P&G-owned global oral care leader and Jordan's largest direct competitor across toothbrushes, replacement heads, and toothpaste; comparable product breadth and global distribution but vastly larger scale and marketing budget.
- Sensodyne (Haleon/GSK Consumer Healthcare): Global sensitivity toothpaste leader and part of Haleon; competes directly with Jordan's Sensiwhite line and with Jordan's broader toothpaste portfolio through pharmacy and grocery channels.
Emerging players
- Brush-Baby: UK-based specialist in children's oral care from first tooth through tweens; directly comparable to Jordan's Step 0-2 / 3-5 / 6-9 age-segmented kids toothbrush franchise and competes in the same nursery/parent channel.
- The Humble Co. Swedish-founded sustainable oral care brand selling biodegradable bamboo toothbrushes and natural toothpaste; directly competes with Jordan's Green Clean line on sustainability positioning among design-conscious consumers.
Regional players
- LION Corporation (Japan): Japanese household products company with significant oral care portfolio (Clinica, Etiquette); comparable in Asia Pacific focus and pharmacy-channel strategy, providing a regional benchmark for Jordan's Korea and broader APAC expansion.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Jordan social profiles
Digital presenceJordan compliance and trust
Trust signalCompliance8 records
Jordan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jordan leadership team
Management profileNumber of profiles
Jordan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jordan 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 Jordan
What does Jordan do?
Jordan manufactures and sells oral care products for consumers, including manual and electric toothbrushes, toothpaste, dental floss, and interdental brushes. The company offers products for all age groups, with sub-brands such as Green Clean (sustainable line), Clinic by Jordan (professional/premium), and Step (children). Jordan is a Scandinavian oral care brand with operations in 50+ countries.
Is Jordan a public or private company?
Jordan is a private company. It is classified as corporate owned and is currently operating.
When was Jordan founded?
Jordan was founded in 1837. It employs 101 to 250 people.
Where is Jordan based?
Jordan is headquartered in Vallensbæk, Denmark, in the Europe region.
How does Jordan make money?
One revenue line is on record: oral Care Products Sales.
Who are Jordan's main competitors?
Direct peers on record are TePe and Curaprox (Curaden). Broad incumbents are Sunstar (GUM brand), Philips Sonicare, Colgate-Palmolive, Oral-B and Sensodyne (Haleon/GSK Consumer Healthcare). Emerging players are Brush-Baby and The Humble Co.. LION Corporation (Japan) is listed as a regional player.
Does Jordan have an API?
No public API is recorded for Jordan.
What industry is Jordan in?
Jordan's product category is Consumer Oral Care. Its primary akta.pro industry code is CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening), with a secondary code of CRABAFAE, Dental Floss, Picks & Interdental Cleaners. Its SIC code is 2844.