Name

Brush-Baby

Legal name

Brush-Baby Ltd

Website

https://brushbaby.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Children's Oral Care Products

NAICS

Health and Personal Care Retailers (456), Dental Equipment and Supplies Manufacturing (339114)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Baby Oral Care (Toothpaste, Brushes) (CRABAJAF)

akta.pro secondary industries

Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ), Electric Toothbrushes & Power Brush Heads (CRABAFAC), Toothbrushes (Manual) (CRABAFAB), Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

Keywords

• Children's oral care
• Baby toothbrushes
• Kids electric toothbrushes
• Infant dental wipes
• Pediatric dental products

Headquarters

HQ city

Alresford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Electric Toothbrush Sales: Primary revenue from selling electric toothbrushes (BabySonic, KidzSonic, WildOnes, Go-Kidz) as one-time purchases. The toothbrush bases are designed to be durable for long-term use.
2. Replacement Brush Heads: Recurring revenue from replacement brush head packs sold in 2-pack and 4-pack formats for BabySonic, KidzSonic, WildOnes, and Go-Kidz toothbrushes. Recommended replacement every 3 months.
3. Manual Toothbrushes: Sales of manual toothbrushes designed for different age groups from baby to child
4. Toothpaste Products: Sales of children's toothpaste in various flavors (Natural Strawberry), with vegan-friendly formulations
5. Baby Care Products: Sales of gum and teething wipes, baby teethers, and teething toys including Bobbie Bunny
6. Gift Sets: Pre-curated gift sets combining multiple products for gifting occasions

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

Brush-Baby designs, sources, and sells a dentist-developed, parent-inspired range of oral care products for babies, toddlers, and children from first tooth through age 6+. The core range spans sonic electric toothbrushes (BabySonic for infants/toddlers 0-36 months, KidzSonic for 3+, WildOnes rechargeable animal-themed, Go-Kidz travel), manual toothbrushes, baby dental and gum wipes, teething toys (Bobbie Bunny, FirstTeether, My FirstBrush), natural flavoured toothpaste, and replacement brush heads sold separately as a recurring product line.

Product overview

Brush-Baby is a children's oral care company offering a comprehensive range of dentist-developed, parent-inspired products for babies and children from first tooth through age 6+. The portfolio centers on electric toothbrushes (BabySonic® for infants/toddlers, KidzSonic® for older children, WildOnes™ rechargeable, and Go-Kidz travel), complemented by manual toothbrushes, baby dental wipes, teethers (including the Bobbie Bunny character), natural toothpastes, and replacement brush heads. The products are organized by developmental stages: Step 1 for babies (6-12 months), Step 2 for toddlers, and Step 3 for children. The company also operates the SmileStones Club loyalty program featuring activity packs. All products are vegan-friendly, cruelty-free, and BPA-free, with some items biodegradable and using recyclable plastics.

Differentiator

Problem solved

Functional benefit

Brands

• BabySonic: Electric toothbrush brand for babies and toddlers (0-36 months)
• KidzSonic
• WildOnes
• Go-Kidz
• Bobbie Bunny
• My FirstBrush
• SmileStones Club

Products and services

• BabySonic Electric Toothbrush Sonic electric toothbrush designed for babies and toddlers (6 months to 36 months) with small brush heads gentle enough for developing teeth and gums, priced around $20 per unit, and intended for parents seeking age-appropriate electric brushing for infants.
• KidzSonic Kids Electric Toothbrush Sonic electric toothbrush for older children aged 3 to 6+ years featuring fun designs and replacement brush heads, targeted at parents introducing independent electric brushing in the kid stage.
• WildOnes Rechargeable Toothbrushes Rechargeable electric toothbrushes for children featuring animal-themed designs under the WildOnes sub-brand, sold as a durable handle with replaceable brush heads for sustainability and ongoing use.
• Go-Kidz Travel Toothbrush Travel-sized electric toothbrush for children under the Go-Kidz sub-brand, designed for compact portability and use outside the home.
• Kids Manual Toothbrushes Manual toothbrushes for children at various developmental stages, designed for kids transitioning from electric brushes or for those starting independent brushing.
• Baby Dental Wipes Baby dental wipes priced at $9.00 per pack, designed for cleaning baby's gums and first teeth before a toothbrush can be used, intended for parents of infants in the early oral care stage.
• Bobbie Bunny Baby Teether Twist and bounce teething toy branded with the Bobbie Bunny character, priced at $21.00, designed for toddlers as a safe teething relief product.
• My FirstBrush and FirstTeether Set Combined starter set that introduces babies to brushing with both a chewable first toothbrush (FirstBrush) and a first teether (FirstTeether), with an anti-choking guard on the teether limiting how far the brush can be inserted into the mouth, sold to first-time parents.
• Natural Strawberry Kids Toothpaste Vegan-friendly kids toothpaste with natural strawberry flavour, free from harsh chemicals, priced at $6.00 per tube, intended as a daily-use toothpaste for children.
• Replacement Brush Heads (including Deep Clean Bristles for braces) Replacement brush head packs (2-pack and 4-pack formats) for BabySonic, KidzSonic, Go-Kidz, and WildOnes electric toothbrush bases, ranging from $10.00 for the BabySonic 0-18 month 2-pack to $16.00 for 4-packs, plus specialised Deep Clean Bristle heads with extra-long, super-fine bristles for cleaning around braces, crooked teeth, or growing teeth gaps, sold as a recurring purchase recommended every 3 months.
• Brush-Baby Gift Sets Pre-packaged collections of multiple Brush-Baby products curated for gifting occasions such as baby showers and birthdays, sold as standalone bundle offerings.

Quantifiable outcome

• Recommended replacement every 3 months for hygiene
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• MAM Baby: Austrian baby products brand with a strong oral care and teething range (MAM Training Brush, Baby Toothbrush). Comparable in baby/toddler focus, brand positioning toward parents, and multi-channel distribution, though not exclusively an oral care company.
• Hello Products: Natural oral care brand offering kids toothpaste and brushes with playful branding. Comparable in clean-ingredient positioning and child-focused product design, though broader in category (adults plus kids) and primarily US-distributed.
• Boka: US-based natural oral care brand with a kids toothpaste line emphasizing clean ingredients. Comparable in natural/clean positioning and child-targeted product extension, but primarily an adult oral care company with a kids SKU.
• Dr. Brown's (Handi-Craft Company): Baby products brand best known for bottles but expanding into oral care including the SmileErs Baby Oral Care set. Comparable in baby oral care positioning and parent-targeted distribution, though oral care is not the core focus.
• NUK (Newell Brands): Baby brand offering training toothbrushes and oral care accessories for infants and toddlers. Comparable target customer (parents of babies) and overlapping product types, but operating within a broader baby feeding/accessory portfolio.

Direct peers

• Jack N' Jill Kids: Australian-founded brand specializing in natural, eco-friendly oral care for babies and children, including training toothbrushes, toothpaste, and wipes. Highly comparable to Brush-Baby in target customer (parents of babies/children), natural positioning, and product mix.
• Brushbox: UK-based kids oral care subscription brand delivering age-appropriate toothbrushes by post. Comparable in UK parent customer base, kids oral care category, and direct-to-consumer model, though younger and smaller than Brush-Baby.

Broad incumbents

• Oral-B Kids (Procter & Gamble): Procter & Gamble's kids oral care line, including electric toothbrushes (Disney-themed) and manual brushes. Largest global competitor in kids brushes with vastly broader distribution and marketing budget; comparable product category but not specialist in the baby segment.
• Philips Sonicare for Kids: Philips' kids sonic electric toothbrush range with app connectivity. Directly comparable sonic technology to BabySonic/KidzSonic, but as part of Philips' broader portfolio and not specialist in infants/toddlers.
• Colgate Kids (Colgate-Palmolive): Colgate's children's toothpaste and brush portfolio sold globally through mass retail. Comparable in category and shelf competition with Brush-Baby's kids range but part of a much larger CPG portfolio and not specialized in the baby/infant segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/brushbabyuk
• Facebookfacebook.com/brushbaby
• Instagraminstagram.com/brushbaby_global
• LinkedInlinkedin.com/company/brushbaby

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 Brush-Baby