Jordan

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.

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

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

• Manual toothbrushes
• Electric toothbrushes
• Dental care products
• Interdental cleaning
• Kids oral care

Headquarters

HQ city

Vallensbæk

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• OrklacoreStrategic or Co-development PartnerOrkla 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

Direct 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

• YouTubeyoutube.com/channel/UC7i6Fg7WCMQ004OoVF1JCcQ
• Facebookfacebook.com/vakretenner
• Instagraminstagram.com/jordanoralcare
• TikToktiktok.com/@jordanoralcare
• LinkedInlinkedin.com/company/jordan-oral-care

Compliance8 records

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 Jordan