bluem.international

What bluem.international does

blue®m (legal entity: 5 Pillar Research B.V.) is a Netherlands-based private oral care company founded in 2010 and headquartered in Zwolle, operating with 11–50 employees. The company develops, produces, and sells a portfolio of professional-grade oral care products built around its proprietary Oxygen+ formula — a slow-release active oxygen technology intended to kill anaerobic bacteria, support wound healing, and restore oxygen levels in the oral cavity. The product range spans toothpastes (fluoride-free and calcium fluoride variants), alcohol-free mouthwashes, an Oral Gel classified as a medical device, oral foams targeted at clear aligner care, electric and manual toothbrushes, oxygen fluid, dental supplements, and a growing line of indication-specific kits (aligner care, implant care postoperative and daily, oncology introduction, daily care essentials, and problem-care solutions).

The business operates a hybrid go-to-market: direct-to-consumer e-commerce through bluemcare.com (with multilingual storefronts in English, Dutch, Czech, German, Spanish, and Polish), B2B sales to dental professionals supported by a dedicated portal (Brandhub), webinars, protocols and clinical materials, and indirect distribution through international distributors and pharmacy/retail platforms (Shop-Apotheke, Notino, DeOnlineDrogist, bluemshop.co.uk, Mediservis). Products reach dental professionals in over 70 countries. Pricing is unit-based (€9–€63) with subscription options on configurable cadences and a dedicated sports subscription; bulk package deals support volume incentives. The company is B Corp certified and backs claims with an extensive clinical evidence library (case studies, posters, peer-reviewed publications), reporting a 9.2/10 Kiyoh rating (1,253 reviews) and 3,362 verified on-site reviews (4.6/5.0). Founder Peter Blijdorp remains associated with the brand as its founding father, and no external investors, funding rounds, or M&A are evidenced in the source data.

Name

bluem.international

Legal name

5 Pillar Research B.V.

Website

https://bluemcare.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

blue®m is a Netherlands-based oral care company that develops and sells professional-grade toothpastes, mouthwashes, oral gels, foams, and toothbrushes built on its proprietary Oxygen+ slow-release active oxygen technology, serving dental professionals and consumers across 70+ countries via DTC, B2B, and distributor channels.

Ownership category

akta.pro rank

Product category

Oral Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Dental Equipment and Supplies Manufacturing (339114), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Dental Equipment & Supplies (3843)

akta.pro primary industry

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

akta.pro secondary industries

Toothbrushes (Manual) (CRABAFAB), Electric Toothbrushes & Power Brush Heads (CRABAFAC), Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ)

Keywords

• Professional oral care
• Active oxygen toothpaste
• Oral wound healing gel
• Aligner cleaning products
• Dental implant care kits

Headquarters

HQ city

Wijhe

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Direct-to-consumer sales through bluemcare.com online store. Products include toothpastes, mouthwashes, oral gels, foams, toothbrushes, kits, and accessories. One-time purchase and subscription options available. Revenue generated from individual product transactions at various price points.
2. Subscription Model: Subscription option for regular product delivery. Customers can choose delivery frequency: every month, every 2 months, every 3 months, every 6 months, or every year. Available for products like Oral Gel with subscription pricing.
3. B2B/Professional Sales: Sales to dental professionals, clinics, and practices. Products developed from dental clinic to daily life. Includes dedicated professional protocols, guidelines, and educational resources.
4. Third-Party Retail Distribution: Products sold through trusted third-party retailers including Shop-Apotheke.com, Notino.cz, bluemshop.co.uk, and DeOnlineDrogist.nl. Revenue generated through wholesale/distribution arrangements.
5. Bulk/Wholesale Deals: Bulk packaging deals for toothpaste, mouthwash, and oral foam products at discounted per-unit pricing. Package deals for Oral Gel (3 tubes).

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

bluem.international designs, produces and sells a complete line of oral care products built on its proprietary Oxygen+ slow-release active oxygen technology. The portfolio includes toothpastes (fluoride-free and calcium fluoride), alcohol-free mouthwashes, an active-oxygen oral wound-healing gel (medical device), oral foams for aligners and daily care, electric and manual toothbrushes, supplements, and curated kits for daily, problem, implant, aligner and oncology care, sold directly to consumers via bluemcare.com and through dental professionals and distributors worldwide.

Product overview

blue®m is an oral care brand offering a comprehensive portfolio of clinically proven products centered on active oxygen technology (Oxygen+ formula). The product line includes toothpastes (fluoride-free and calcium fluoride variants), mouthwashes, oral gels (medical device for wound healing), oral foams (for aligner care and daily use), toothbrushes (electric sonic, day-to-day, surgical, and kids variants), and supplementary products (oxygen fluid, dental supplements, tongue scrapers, floss, and mouth spray). Products are organized into three use cases: Daily Oral Care (maintenance), Problem Care (severe oral conditions), and On-the-Go (travel convenience). The portfolio also includes specialized kits for aligner care, implant care (postoperative and daily), oncology patients, and bulk/value packages. The company positions itself as bridging professional dental care with consumer daily use, and holds B Corp certification.

Differentiator

Problem solved

Functional benefit

Brands

• Oxygen+ Formula: The company's proprietary active oxygen technology used across all products for oral wound healing and bacteria elimination.

Products and services

• Toothpaste Fluoride Free Professional fluoride-free toothpaste containing active oxygen, lactoferrin, xylitol and cold-spun organic honey for daily oral care and gum conditioning. Sold in 75ml tubes and a travel mini/try-out size.
• Toothpaste Calcium Fluoride Professional toothpaste formulated with calcium fluoride to strengthen enamel, targeted at users with high caries sensitivity.
• Mouthwash (Large 500ml and On-the-go 250ml) Alcohol-free mouthwash with active oxygen for daily oral care, reducing harmful bacteria and supporting gum health; available in 500ml large and 250ml on-the-go formats.
• Oral Gel Classified as a medical device; highly effective active-oxygen gel that accelerates wound healing after extraction, oral surgery, implant placement, chemotherapy, or wounds from false teeth.
• Oral Foam (Large 100ml and On-the-go 50ml) Active-oxygen oral foam for cleaning clear aligners, retainers and oral appliances, and for daily and problem oral care; sold in 100ml home size and 50ml on-the-go travel size.
• Sonic+ Toothbrush Electric sonic toothbrush for deep cleaning and effective plaque removal, complementing the blue®m toothpaste and mouthwash range.
• Day-to-Day Toothbrush (Ultrazacht) Extra-soft manual toothbrush designed for daily use, gentle on sensitive gums.
• Surgical Toothbrush Specialized soft-bristle toothbrush intended for post-surgical oral care and patients with very sensitive mouths.
• Kids Toothbrush (Mint/Rose) Extra-soft children's toothbrushes offered in mint green and pink/lilac colors.
• Dental Floss Tape Dental floss tape for cleaning interdental spaces and along the gum line as part of daily oral care.
• Tongue Scraper Tongue cleaning tool to reduce bad breath and support overall oral hygiene.
• Mouth Spray Oral spray for fresh breath and convenient on-the-go oral care.
• Oxygen Fluid Liquid active-oxygen product for oral wound support and treatment of oral conditions including lichen planus and autoimmune mouth conditions.
• Teeth & Bone Capsules Dietary supplement capsules with vitamins and minerals supporting dental and bone health.
• Dental Chewing Gum Special dental chewing gum providing oral care benefits between brushes.
• Toothpicks Toothpicks for cleaning between teeth as part of daily oral care.
• Daily Care Essentials Kit Complete daily oral care kit combining core blue®m products for everyday use.
• Problem Care Solutions Kit Kit designed to address severe oral problems and support recovery from dental issues such as periodontitis and post-surgical healing.
• Aligner Care Essentials Kit Essential kit for cleaning and maintaining clear aligners, including oral foam and related products for aligner hygiene.
• Implant Care Essentials Kit Kit for daily care of dental implants, supporting implant health and helping prevent peri-implantitis.
• Implant Care Kit Postoperative Specialized kit for post-surgical implant care and healing after implant placement surgery.
• Implant Care Kit Daily Care Kit for ongoing daily maintenance care of dental implants.
• Oral Foam Bundle Value bundle of blue®m oral foam products for aligner care and daily use.
• Fresh & On-the-Go Kit Travel kit of blue®m products for maintaining fresh breath and oral care while traveling.
• Daily Routine Calcium Fluoride Set Daily oral care routine kit built around blue®m calcium fluoride toothpaste products.
• Daily Routine Fluoride Free Set Daily oral care routine kit built around blue®m fluoride-free toothpaste products.
• Test Package Introduction package allowing new customers to sample blue®m oral care products.
• Oncology Introduction Package Specialized introduction kit for patients undergoing cancer treatment, supporting oral care during oncology therapy.

Quantifiable outcome

• Over 15 years of dental industry experience
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• MediserviscoreChannel Partner/ Reseller/ DistributorOfficial blue®m supplier in Czech Republic. Dental professional distribution partner managing local sales to dentists and dental hygienists in the Czech market.
• Shop-Apotheke.comminorChannel Partner/ Reseller/ DistributorEuropean pharmacy retailer offering blue®m products in their online assortment. Products available for purchase on their platform.
• Notino.czminorChannel Partner/ Reseller/ DistributorEuropean beauty and health retailer selling blue®m products in Czech Republic and other markets.
• DeOnlineDrogist.nlminorChannel Partner/ Reseller/ DistributorDutch online drugstore offering blue®m products to Dutch consumers.
• bluemshop.co.ukminorChannel Partner/ Reseller/ DistributorUK-based dedicated blue®m retailer operating independently.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Curaprox: Swiss premium oral care brand offering toothbrushes, toothpastes, and interdental cleaners, sold via dental professionals and DTC. Highly comparable as a European specialty oral care brand with strong professional channel and design-led positioning, competing head-to-head with Bluem in the premium segment.
• TePe: Swedish oral hygiene company specializing in interdental brushes, toothbrushes, and specialty products sold primarily through dental professionals. Highly comparable as a European dental-professional-led oral care brand with a curated product portfolio.
• Dentaid: Specialty oral care manufacturer focused on problem-care products (xerostomia, periodontal, oncology) and dental professional channel in Europe. Closely comparable in therapeutic positioning, professional distribution model, and European specialty focus.

Broad incumbents

• Parodontax (Haleon): Specialty gum-care toothpaste brand owned by Haleon, clinically positioned for bleeding gums and gingivitis. Overlaps directly with Bluem's periodontal and gum-health claims but with vastly greater distribution and marketing scale.
• GUM (Sunstar): Global oral care brand from Sunstar offering toothbrushes, toothpastes, mouthwashes, and specialty interdental products with strong dental professional channel. Comparable portfolio breadth and professional focus, but at much larger scale.
• Colgate-Palmolive: Global mass-market oral care leader with Colgate, elmex, meridol, and Colgate Total franchises. Competes with Bluem in the broader oral care category, particularly elmex/meridol in European professional and pharmacy channels.
• Sensodyne (Haleon): Leading sensitivity and gum-care toothpaste brand. Overlaps with Bluem's sensitive-teeth and gum-health positioning, marketed through dental professionals but with significantly greater scale and clinical trial resources.
• Waterpik (Church & Dwight): Brand leader in water flossers and interdental cleaning devices, also sold through dental professionals. Comparable in the dental-professional channel and adjunct oral care device category alongside Bluem's Sonic+ and floss products.
• Philips Sonicare: Market-leading sonic electric toothbrush brand. Directly overlaps with Bluem's Sonic+ electric toothbrush category, though Philips operates at vastly larger scale and broader retail distribution.

Emerging players

• Dr. Brite: DTC premium oral care brand with clean/natural positioning. Comparable in the premium, direct-to-consumer, ingredient-conscious oral care segment, though with less of a clinical/professional channel focus than Bluem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/groups/bluembicc
• LinkedInlinkedin.com/company/bluem.international

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 bluem.international