Fairywill
- Company typePrivate
- Founded2016
- HeadquartersSheng, China
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
Fairywill firmographics
Firmographics- Name
- Fairywill
- Legal name
- Fairywill Electric Toothbrush
- Website
- https://fairywill.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Fairywill industry classification
Industry- Product category
- Consumer Oral Care Electronics
- NAICS
- Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Electric Toothbrushes & Power Brush Heads (CRABAFAC)
- akta.pro secondary industries
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA), Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ)
Keywords
Where Fairywill is headquartered
LocationHeadquarters
- HQ city
- Sheng
- HQ country
- China
- HQ region
- Asia
Offices2 records
Markets served
Fairywill business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Personnel
Revenue model
- Electric Toothbrush Sales: One-time hardware sales of electric toothbrushes including Essential D7, E11, P11, P80, and Kids models with multiple brush head bundles. Revenue generated from product sales with no subscription component.
- Water Flosser Sales: One-time sales of portable and countertop water flossers including models 5020E, 169, L10, and L12 with various water tank capacities and pressure settings.
- Teeth Whitening Products: Sales of teeth whitening strips and kits including sensitive teeth whitening, professional whitening, and LED blue light whitening accelerator kits with various treatment quantities.
- Accessories and Replacement Parts: Sales of replacement brush heads (FW-01, FW-02, FW-05, FW-06), water flosser tips, and USB charging cables for Fairywill products.
- Bundles and Combos: Sales of bundled product packages including Ultimate Clean Bundle (toothbrush + water flosser combo) and D7 Electric Toothbrush Sets with multiple brush heads and travel cases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level electric toothbrushes starting at $29.99 |
| One time/ perpetual license | Pay-as-you-go | Mid-range sonic electric toothbrushes $41.99-$50.99 |
| One time/ perpetual license | Pay-as-you-go | Premium electric toothbrushes $59.99-$78.99 |
| One time/ perpetual license | Pay-as-you-go | Bundle packages for families and couples $63.99-$83.99 |
| One time/ perpetual license | Pay-as-you-go | Teeth whitening products $25.99-$45.99 |
| One time/ perpetual license | Pay-as-you-go | Water flossers $39.99-$60.99 |
| One time/ perpetual license | Pay-as-you-go | Replacement accessories and parts $12.99-$13.99 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Fairywill product offering
Product offeringCore offering
Fairywill designs, manufactures, and sells consumer oral care products directly through its own e-commerce website. The product portfolio comprises sonic electric toothbrushes (with models ranging from 38,000-62,000 vibrations per minute), cordless and countertop water flossers, teeth whitening strips and LED blue light whitening kits, and replacement brush heads and accessories. All products are sold under the Fairywill brand with no subscription component, focusing on at-home professional-grade oral hygiene for individual consumers.
Product overview
Fairywill is a direct-to-consumer oral care company founded in 2016, offering professional-grade dental care products for home use. The product portfolio centers on three core categories: electric toothbrushes (featuring sonic technology ranging from 38,000-62,000 vibrations per minute across models like Essential D7, E11, P11, and P80), water flossers (portable cordless models like 5020E, L10, L12 and countertop 600ML model), and teeth whitening solutions (including whitening strips with various treatment lengths and LED blue light kits). The company also offers bundles combining toothbrushes with water flossers, plus replacement accessories including brush heads and water flosser tips. All products emphasize user-friendly features such as smart timers, multiple cleaning modes, USB charging, and IPX7 waterproof ratings.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 40,000-62,000 micro-brushes per minute vs. manual brushing
- +7 more outcomes
Companies that use Fairywill
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Fairywill technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Fairywill partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Fairywill competitors and assessment
Company assessmentEmerging players
- Goby: Smaller DTC electric-toothbrush brand with designer aesthetics and a subscription model; competes in the same mid-tier online toothbrush niche as Fairywill.
- Boka: DTC natural-ingredient oral care brand covering toothpaste, mouthwash, and whitening; competes for the same ingredient-conscious direct consumer with overlapping whitening category.
Direct peers
- Quip: DTC electric-toothbrush brand selling direct online with subscription-based replacement brush heads—the same direct-to-consumer oral-care playbook Fairywill follows, with stronger brand recognition in the US.
- Waterpik: The leading water-flosser brand; Fairywill's portable 5020E/L10/L12 and countertop 169 compete directly against Waterpik on pulse rate, pressure settings, and reservoir size.
- BURST Oral Care: DTC sonic toothbrush and oral-care subscription brand started by dental professionals; competes head-to-head with Fairywill for the same value-seeking online toothbrush buyer.
- Snow Teeth Whitening: DTC teeth-whitening brand with LED kits, whitening serums, and a strong influencer-driven brand; directly comparable on the whitening-strip and blue-light category Fairywill sells into.
Broad incumbents
- Colgate-Palmolive (Hum by Colgate): Incumbent toothpaste/oral-care giant that has launched its own DTC connected toothbrush (Hum); represents the strategic threat of large CPG brands launching low-cost subscription models.
- Philips Sonicare: Category-leading electric toothbrush brand from Philips; offers the premium-tier products (Sonicare DiamondClean, Prestige) that Fairywill's premium SKUs like the P11 and P80 compete against on features and price.
- Oral-B (Procter & Gamble): P&G-owned global oral-care leader spanning electric toothbrushes (iO series), replacement heads, and adjacent products like floss; the dominant force Fairywill's pricing and channel strategy must work around.
- Colgate Total Whitening Strips (Colgate-Palmolive): Mass-market whitening strip offering from a category incumbent; the bar Fairywill's whitening line competes against on retail price-per-treatment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fairywill social profiles
Digital presenceFairywill financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fairywill leadership team
Management profileNumber of profiles
Fairywill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fairywill M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fairywill
What does Fairywill do?
Fairywill designs, manufactures, and sells consumer oral care products directly through its own e-commerce website. The product portfolio comprises sonic electric toothbrushes (with models ranging from 38,000-62,000 vibrations per minute), cordless and countertop water flossers, teeth whitening strips and LED blue light whitening kits, and replacement brush heads and accessories. All products are sold under the Fairywill brand with no subscription component, focusing on at-home professional-grade oral hygiene for individual consumers.
Is Fairywill a public or private company?
Fairywill is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fairywill founded?
Fairywill was founded in 2016. It employs 51 to 100 people.
Where is Fairywill based?
Fairywill is headquartered in Sheng, China, in the Asia region.
How does Fairywill make money?
Five revenue lines are on record. Electric Toothbrush Sales are the primary driver. The others are water Flosser Sales, teeth Whitening Products, accessories and Replacement Parts and bundles and Combos.
Who are Fairywill's main competitors?
Emerging players on record are Goby and Boka. Direct peers are Quip, Waterpik, BURST Oral Care and Snow Teeth Whitening. Broad incumbents are Colgate-Palmolive (Hum by Colgate), Philips Sonicare, Oral-B (Procter & Gamble) and Colgate Total Whitening Strips (Colgate-Palmolive).
Does Fairywill have an API?
No public API is recorded for Fairywill.
What industry is Fairywill in?
Fairywill's product category is Consumer Oral Care Electronics. Its primary akta.pro industry code is CRABAFAC, Electric Toothbrushes & Power Brush Heads, with a secondary code of CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening). Its NAICS code is 456 and its SIC code is 2844.