What UltraDEX does

UltraDEX is the consumer oral care brand of Periproducts Limited, a privately-held company incorporated in England and Wales (Company Number 2864374) and headquartered in Bracknell, United Kingdom. Founded circa 1994 and operating for over 30 years, the company manufactures and markets a portfolio of branded oral care SKUs organised into three sub-brands (Base Range, Whitening, On The Go) plus accessories, sold under retail Recommended Retail Prices between £3.25 and £14.49. The product range spans daily oral rinses (unflavoured and mint), low-abrasion and whitening toothpastes, a pocket breath spray, and anti-bacterial coated interdental tape.

The product platform is built on the company's proprietary iQ+ ActiveOxi Technology, which uses stabilised chlorine dioxide to break down bacterial plaque biofilm and eliminate volatile sulphur compounds (VSCs) at the source, rather than masking odour. The portfolio is positioned as clinically proven to deliver 12 hours of fresh breath, is free from alcohol and chlorhexidine, and includes formulation extensions such as SensiShield Enamel Defence (hydroxyapatite). The Whitening sub-brand combines the chlorine dioxide platform with hydroxyapatite to address enamel sensitivity and whitening, while the On The Go sub-brand focuses on situational/off-home fresh breath via a spray format.

UltraDEX operates a dual-track go-to-market: professional endorsement via UK dentists and periodontists (with a private practitioner portal and GDC-number registration flow) feeds consumer credibility, while SKUs are distributed through major UK retailers (Boots, Tesco, Sainsbury's, Superdrug, Lloyds Pharmacy, Weldricks) and e-commerce platforms (Amazon UK with Subscribe & Save, Ocado), plus independent pharmacies and dental practices. Marketing is content-driven via an extensive blog library on halitosis causes and treatments, supported by organic social (Facebook, Instagram) managed in coordination with Walker Agency. The Vegan Society registration and a 2013 Product of the Year award (Oral Floss category, TNS survey of 10,005 respondents) provide category credentials. The company is micro-scale (1-10 employees) and operates exclusively in the United Kingdom with no disclosed funding, institutional investors, or international distribution.

Name

UltraDEX

Legal name

Periproducts Limited

Website

https://ultradex.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

UltraDEX is a UK-based consumer oral care brand operated by Periproducts Limited, selling toothpaste, mouthwash, breath spray and interdental tape powered by proprietary iQ+ ActiveOxi Technology (stabilised chlorine dioxide) through major UK retailers and dental professional recommendation.

Ownership category

akta.pro rank

Product category

Oral Care Products

NAICS

Toilet Preparation Manufacturing (32562), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

akta.pro secondary industries

Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Toothpaste & Toothpowder (CRABAFAA), Tongue Cleaners & Breath Fresheners (CRABAFAI)

Keywords

• Oral care products
• Bad breath treatment
• Mouthwash rinse
• Whitening toothpaste
• Dental hygiene

Headquarters

HQ city

Bracknell

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Oral Care Consumer Products: One-time purchase revenue from selling oral care products (toothpaste, mouthwash/rinse, breath spray, interdental tape) directly to consumers through retail and e-commerce channels. Multiple product categories create cross-selling opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels6 records

Core offering

UltraDEX manufactures and sells a range of oral care products including toothpaste, daily oral rinse (mouthwash), fresh breath spray, and anti-bacterial interdental tape. All products are powered by the proprietary iQ+ ActiveOxi Technology (stabilised chlorine dioxide) which targets volatile sulphur compounds (VSCs) to provide clinically proven 12-hour fresh breath protection. The brand is developed, used, and recommended by dental professionals for over 30 years.

Product overview

UltraDEX is an oral care product range developed, used, and recommended by dental professionals for over 30 years. The portfolio consists of a core product line (Base Range) and two specialized sub-brands (Whitening, On the Go), plus accessories. The core Base Range includes Daily Oral Rinse (available in unflavoured and mint variants) and Low-Abrasion Toothpaste, all powered by the proprietary iQ+ ActiveOxi Technology. The Whitening sub-brand adds products with dual-action technology combining iQ+ ActiveOxi with SensiShield Enamel Defence for enamel protection and tooth whitening. The On the Go sub-brand offers the pocket-sized Fresh Breath Oral Spray for instant fresh breath on the move. Accessories include Anti-Bacterial Coated Interdental Tape. All products are clinically proven to eliminate bad breath for 12 hours and are free from alcohol and chlorhexidine.

Differentiator

Problem solved

Functional benefit

Products and services

• UltraDEX Daily Oral Rinse Unflavoured Clinically proven daily oral rinse using iQ+ ActiveOxi Technology to instantly eliminate bad breath compounds (Volatile Sulphur Compounds) for 12 hours. Free from alcohol and chlorhexidine, unflavoured, contains sodium mono-fluorophosphate to strengthen tooth enamel. Available in 100ml, 250ml, 500ml and 1000ml sizes.
• UltraDEX Daily Oral Rinse Mint Mint-flavoured daily oral rinse using iQ+ ActiveOxi Technology to eliminate bad breath for 12 hours. Free from alcohol and chlorhexidine, safe for long-term daily use. Available in 250ml, 500ml and 1000ml sizes.
• UltraDEX Whitening Daily Oral Rinse Daily oral rinse with dual-action technology combining iQ+ ActiveOxi Technology and SensiShield Enamel Defence. Whitens teeth, eliminates bad breath for 12 hours, and provides extra protection for sensitive teeth. Contains 660ppm fluoride. Available in 250ml and 500ml sizes.
• UltraDEX Low-Abrasion Toothpaste Low-abrasion toothpaste (RDA 53) with iQ+ ActiveOxi Technology that instantly eliminates bad breath compounds for 12 hours. Free from sulphates and harsh abrasives, non-foaming due to absence of SLS, mint flavoured, contains fluoride.
• UltraDEX Whitening Toothpaste Whitening toothpaste with patented dual-action technology combining iQ+ ActiveOxi Technology and SensiShield Enamel Defence with hydroxyapatite. Enhances and whitens teeth, eliminates bad breath for 12 hours, and helps remineralise teeth for reduced sensitivity.
• UltraDEX Fresh Breath Oral Spray Pocket-sized breath spray using iQ+ ActiveOxi Technology with CloSYS II (stabilised chlorine dioxide) to instantly eliminate bad breath compounds on contact. Provides 12-hour fresh breath protection. Alcohol and sugar free, mint flavoured, 100+ sprays, suitable for vegans.
• UltraDEX Anti-Bacterial Coated Interdental Tape Shred-resistant interdental tape coated with iQ ActiveOxi Technology. Waxed tape slides easily between teeth to remove bacteria and food debris. 25 metres per pack.

Quantifiable outcome

• Clinically proven to eliminate bad breath for 12 hours (vs. 30-60 minutes for many competitors)
• +2 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Walker AgencyminorGTM or Marketing Partner · 10 February 2021Walker Agency based in Bournemouth, UK (BH1 1PJ) manages social media product testing campaigns for UltraDEX, including Facebook and Instagram product tester recruitment and campaign execution.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CloSYS: CloSYS makes oral rinse and breath spray products using the same chlorine dioxide-based active technology explicitly referenced in UltraDEX's Fresh Breath Oral Spray product description. Direct technology and category overlap makes it the closest comparability match.
• CB12: CB12 is a mouthwash brand specifically formulated for bad breath (halitosis) and sold across European retailers. It targets the same primary use case - clinically addressing bad breath rather than just masking it - and competes for the same UK and European shelf space as UltraDEX.
• TheraBreath: TheraBreath is a US-originated oral care brand focused on halitosis treatment, founded by Dr Harold Katz, sold through dentists and DTC. Highly comparable to UltraDEX's professional-endorsement-plus-retail model and clinically-proven bad breath positioning.
• SmartMouth: SmartMouth sells activated zinc and chlorine-dioxide based mouthwash products targeted at bad breath elimination for 12+ hours, with both consumer and professional channels. Directly comparable on technology mechanism and bad-breath focus.
• Dentyl Active: Dentyl Active is a UK mouthwash brand sold in British supermarkets and pharmacies that uses a dual-phase oil-and-water formula to lift bacteria and reduce bad breath. Same retail channels, same UK geographic base, same core use case as UltraDEX.

Regional players

• Retardex: Retardex is a UK and Ireland-focused oral care brand specifically positioned around gum health and bad breath. Comparable on geography (similar UK focused retail footprint) and use case overlap, though smaller scale than UltraDEX.

Broad incumbents

• Listerine (Johnson & Johnson): Listerine is the dominant global mouthwash brand owned by Kenvue (spun out of J&J) and is the primary incumbent UltraDEX competes with on UK shelf space. Same mouthwash category, same retailers, but vastly broader portfolio and marketing muscle.
• Colgate-Palmolive (Colgate): Colgate-Palmolive owns the global Colgate toothpaste brand plus oral rinse lines and competes directly in the toothpaste and mouthwash SKUs UltraDEX sells. A broad incumbent across the same retail aisles with massive marketing spend.
• GSK Consumer Healthcare (Sensodyne / Aquafresh): GSK Consumer Healthcare owns Sensodyne (sensitive teeth) and Aquafresh (toothpaste/mouthwash), both sold across the same UK retailers as UltraDEX. Notably relevant for overlap with UltraDEX's SensiShield hydroxyapatite sensitive-teeth positioning.
• Procter & Gamble (Oral-B / Crest): P&G owns Oral-B and Crest, the global leaders in toothbrushes and toothpaste. Direct overlap with UltraDEX's toothpaste and interdental tape categories, and a major competitor for shelf space at Tesco, Sainsbury's and Boots.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/Ultradex
• Facebookfacebook.com/Ultradex-Performance-Oral-Care-636047146424572
• LinkedInlinkedin.com/company/periproducts

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 UltraDEX