What Powerdent does

PowerDent is a Brazilian oral care brand and the primary consumer-facing label of Grupo PDHB Higiene e Beleza, legally operated as PDHB Industria Comercio Importacao E Exportacao Ltda. Founded in 2009 and headquartered in Santana de Parnaíba, São Paulo, the company manufactures and sells a comprehensive portfolio of dental hygiene products including toothbrushes (adult sensitive, orthodontic, prosthetic, children's with licensed characters), dental floss in multiple formats (traditional, tape, floss picks, clinical bulk rolls), interdental brushes and refills, orthodontic accessories (wax, floss threaders, protection cases, complete hygiene kits), mouthwash including alcohol-free variants, tongue scrapers, and the DENTEMP line of dental cement products. The brand maintains character licensing partnerships with Mundo Bita, Transformers, Free Fire, and Enaldinho for its children's segment.

The company sells primarily through direct-to-consumer e-commerce at pdhb.com.br, supported by an affiliate marketing program, WhatsApp-based customer service, email newsletter, and social media channels. Products ship nationwide across Brazil via Correios and Transportadora, with free shipping offered on orders above R$100. Pricing is in Brazilian Real with unit prices ranging from R$6.16 (entry-level infant toothbrush) to R$28.57 (premium kits), a 5% discount for PIX instant payment, and interest-free credit card installments. PowerDent targets five customer segments: adults seeking general oral care, children (via licensed character products), orthodontic patients, dental prosthesis users, and dental professionals, with a horizontal segmentation approach across all groups.

Name

Powerdent

Legal name

PDHB INDUSTRIA COMERCIO IMPORTACAO E EXPORTACAO LTDA

Website

https://pdhb.com.br

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

PowerDent is a Brazilian oral care brand and subsidiary of Grupo PDHB, manufacturing and selling toothbrushes, dental floss, mouthwash, orthodontic accessories, and licensed-character children's products direct-to-consumer via pdhb.com.br across Brazil.

Ownership category

akta.pro rank

Headquarters

HQ city

Barueri

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - E-commerce: Direct-to-consumer sales of dental/oral care products through pdhb.com.br e-commerce platform. Products include toothbrushes, dental floss, mouthwash, interdental brushes, orthodontic accessories, and children's oral care products. Payment options include PIX (with 5% discount), credit card installments without interest.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Powerdent manufactures and sells a comprehensive range of oral hygiene products direct-to-consumer through its own e-commerce platform. The portfolio includes adult toothbrushes (sensitive, pro sensitive, cross-sensitive, power duo variants), orthodontic toothbrushes, interdental brushes and refills, dental floss and tape, floss picks, orthodontic accessories (wax, threaders, kits, protective cases), children's toothbrushes with licensed character themes (Mundo Bita, Transformers, Enaldinho, Free Fire), mouthwash, tongue scraper, gum massagers, baby teethers, and the DENTEMP dental care sub-brand. Products are shipped throughout Brazil with free shipping for orders above R$100.

Product overview

PowerDent is a Brazilian oral care brand that is part of Grupo PDHB (PDHB Industria Comercio Importacao E Exportacao Ltda), based in Santana de Parnaíba, São Paulo. The product portfolio consists of a comprehensive range of oral hygiene products organized across several categories: toothbrushes for adults (sensitive, pro sensitive, cross-sensitive, power duo), orthodontic toothbrushes, interdental brushes and refills, children's toothbrushes featuring licensed characters (Mundo Bita, Transformers, Enaldinho, Free Fire), dental floss in various formats (traditional, economical, clinical, light, tape, floss picks), orthodontic care products (wax, floss threaders, protection cases, orthodontic kits), mouthwashes including alcohol-free variants, tongue scrapers, and DENTEMP dental cement products. The brand serves both general consumers and specialized segments including children and orthodontic patients. Products are available for purchase through the company's e-commerce platform with shipping throughout Brazil.

Differentiator

Problem solved

Functional benefit

Brands

• PowerDent: Primary brand for oral hygiene products including toothbrushes, dental floss, mouthwash, and accessories

Products and services

• Powerdent Adult Toothbrushes Manual toothbrushes designed for adults with sensitive teeth and gums, offering multiple bristle configurations (sensitive, pro sensitive, cross-sensitive, dual-tuft) for daily oral hygiene. Targeted at Brazilian adult consumers seeking gentle, effective brushing, priced from R$6.16 to R$22.65.
• Powerdent Orthodontic Toothbrushes Specialized toothbrushes featuring dual-height bristle patterns engineered to fit around orthodontic brackets and wires, including Powerdent Ortodôntica and Pro Sensitive Ortho variants. Targeted at orthodontic patients who need to clean around braces effectively.
• Powerdent Children's Toothbrushes Manual toothbrushes designed for children and babies with age-appropriate sizing and licensed character themes (Mundo Bita, Transformers, Flash Kids, Free Fire, Enaldinho, Ocean Kids) including first-tooth brushes and baby toothbrushes. Targeted at parents buying for children, priced from R$6.16 to R$22.49.
• Powerdent Interdental Brushes Interdental brushes including Intertufo Cônica (conical 3–7mm), Slim Pick with 40-unit case, and refill packs for cleaning spaces between teeth. Targeted at adults and orthodontic patients needing interdental cleaning, priced from R$8.45 to R$21.23.
• Powerdent Dental Floss and Tape Dental floss range including Classic Tradicional (125m), Econômico (75m), Clinical (500m), Light (100m), Classic Tape (90m), and FlossPicks (50-unit pack) for daily interdental cleaning. Targeted at adults and dental professionals, priced from R$8.30 to R$22.35.
• Powerdent Orthodontic Care Kits Complete orthodontic hygiene kits combining interdental brushes, floss threaders, and cleaning accessories for patients with braces. Includes Orthokit Plus, ID Orthokit Cônico 3-7mm, and Cilíndrico 3mm variants, priced from R$20.66 to R$21.75.
• Powerdent Orthodontic Accessories Orthodontic accessories including Clinical Orthodontic Wax (5-unit pack for protecting mouth from braces irritation), Clinical Dental Floss Threader (30-unit pack for cleaning around braces), and Protection Box (protective case for orthodontic appliances). Targeted at orthodontic patients, priced from R$8.45 to R$9.38.
• Powerdent Mouthwash Antisséptico Bucal (mouthwash) products including the Transformers-themed Children's Mouthwash (300ml) and the adult Zero Álcool + Ice Hortelã alcohol-free mouthwash (500ml). Targeted at children and adults in Brazil, priced from R$13.79 to R$14.86.
• Powerdent Tongue Scraper (PowerLimp) PowerLimp tongue scraper designed for fresher breath and improved oral hygiene by removing bacteria from the tongue surface. Targeted at Brazilian adult consumers.
• Powerdent Baby Oral Care (Teethers and First Toothbrush) Baby oral care products including the Ocean Kids Mordedor teether for safe gum soothing, the Fun Baby toothbrush for early oral care, and the 1º Dentinho Mundo Bita first toothbrush for babies and toddlers. Targeted at parents of babies and toddlers.
• Powerdent Gum Massager (Mundo Bita) Mundo Bita-themed gum massager toothbrush designed for gentle gum stimulation in babies and toddlers. Targeted at parents seeking soothing gum care products.
• DENTEMP Dental Care Products DENTEMP brand dental care products including temporary dental cement and related dental care items, sold as part of the Grupo PDHB portfolio. Targeted at consumers needing at-home dental repair solutions.

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Curaprox: Curaprox is a Swiss premium oral care brand (brushes, interdental, pastes) gaining traction globally. Comparable on product design philosophy and special-segment targeting (orthodontic, sensitive).

Regional players

• Bituflex (Brasil): Bituflex is a Brazilian manufacturer of interdental brushes and dental accessories — a smaller regional direct peer competing in PowerDent's core interdental category.

Broad incumbents

• Sensodyne / Haleon: Sensodyne (Haleon) dominates the sensitive-teeth oral care segment where PowerDent's Pro Sensitive and Cross Sensitive lines compete. Overlaps in target consumer and dental-recommendation channel.
• Oral-B (Procter & Gamble): Oral-B is the dominant global manual and power toothbrush brand with massive Brazil presence. Comparable on product category and target end-user, but operates at vastly larger scale across multiple categories.
• Colgate-Palmolive Brazil: Colgate-Palmolive leads the Brazilian oral care market across toothpaste, mouthwash, and toothbrushes. Overlaps heavily with PowerDent's customer base and competes for the same family/shelf real estate.
• GUM (Sunstar): GUM by Sunstar is a global specialist in interdental brushes, floss, and orthodontic care — a direct overlap with PowerDent's Pro Sensitive Ortho, Intertufo, and floss threader lines.

Direct peers

• DentalClean: DentalClean is a Brazilian oral care manufacturer (toothbrushes, floss, interdental) with domestic distribution — the closest pure-play comparable to PowerDent's product mix and channel profile.
• TePe: TePe is a Swedish specialist in interdental brushes and orthodontic cleaning accessories, with growing LATAM distribution. Highly comparable product mix to PowerDent's orthodontic and interdental range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/powerdent

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 Powerdent