Brandmax

What Brandmax does

BrandMax is a privately held US infection-prevention company that designs, manufactures, and distributes dental and healthcare instrument cleaning products under the Tri-Clean sub-brand. Founded in 2011 by CEO Scott Haralson and headquartered in Alpharetta, Georgia, the company markets the Tri-Clean Ecosystem, which pairs all-stainless-steel ultrasonic cleaning hardware (countertop and recessed units in 4L–20L capacities) with a proprietary triple-enzyme chemical consumable (Protease, Amylase, Lipase plus surfactants) and complementary sterilization pouches. The hardware includes heating elements, digital timers, and stainless steel baskets as standard inclusions rather than paid upgrades, and the chemical line is offered in gallon concentrate, pre-measured quart, and ready-to-use foam formats.

The company sells exclusively through distribution partners, holding national agreements with every major US dental distributor (Henry Schein, Benco Dental, Patterson Dental, Darby Dental, Burkhart Dental, and NDC's 300+ member network), and reaches federal VA hospitals via a CharTech SDVOSB FSS/GSA contract. Its go-to-market relies on a small internal sales team supporting these channels, supplemented by trade show presence (Hinman, Chicago Midwinter, CDA, AAO), Dentistry Today magazine advertising reaching roughly 140,000 dentists monthly, the VivaRep App surfacing products to 3,500+ dental dealer reps, and a YouTube-led content marketing program. Revenue mechanics blend one-time hardware sales with recurring chemical consumable revenue and a growing private-label program, and the company has won consecutive Dentistry Today Magazine TOP 100 Product and Top 50 Technology/Innovation awards from 2015 through 2025, underscoring durable category credibility in the dental infection-prevention niche.

Name

Brandmax

Legal name

BrandMax

Website

https://brandmax.us

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

BrandMax is a privately held Alpharetta, Georgia–based company that designs, manufactures, and distributes the Tri-Clean line of ultrasonic cleaners, triple-enzyme cleaning solutions, and sterilization pouches for dental, healthcare, and veterinary instrument care via national distribution partners.

Ownership category

akta.pro rank

Product category

Dental Instrument Cleaning Equipment

NAICS

Dental Equipment and Supplies Manufacturing (339114), Soap and Cleaning Compound Manufacturing (32561)

SIC

Dental Equipment & Supplies (3843), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

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

Keywords

• Dental instrument cleaning
• Ultrasonic cleaning equipment
• Enzymatic cleaning solutions
• Infection prevention products
• Sterilization pouches

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ultrasonic Cleaner Hardware Sales: One-time sales of Tri-Clean ultrasonic cleaning units (counter-top and recessed models) in various sizes (5L to 20L capacities). Units include standard features like heating element and stainless steel basket at no extra cost.
2. Triple Enzymatic Cleaner Solutions: Recurring sales of enzymatic cleaning solutions in various formats: gallon concentrate (BEC1), pre-measured quart concentrate (BEC32PM), and ready-to-use foam spray (BEC32S). Dilution ratio of 1 oz per gallon for concentrates.
3. Accessories and Parts: Sales of accessories including hanging baskets, burr baskets, filters, solenoid valves, control panels, and enzyme gallon pumps (GP-25).
4. Private Label Program: BrandMax operates a rapidly growing private label program for instrument cleaning products.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

BrandMax sells infection prevention products focused on dental and healthcare instrument care and cleaning. Its flagship Tri-Clean product line combines stainless steel ultrasonic cleaning hardware (countertop and recessed models from 5L to 20L) with proprietary triple-enzyme chemical cleaners (Protease, Amylase, Lipase plus surfactants), complemented by sterilization pouches and accessories. The company sells exclusively through dental and healthcare distribution partners in the United States.

Product overview

BrandMax is a provider of infection prevention products focused on instrument care and cleaning for dental and healthcare markets. The product portfolio consists of the Tri-Clean sub-brand including Tri-Clean Ultrasonic Cleaners (countertop and recessed models) and Tri-Clean Triple Enzymatic Cleaners, complemented by Sterilization Pouches and accessories. The company markets these products as the 'Tri-Clean Ecosystem' designed to help produce cleaner instruments, prolong instrument life, and improve infection prevention.

Differentiator

Problem solved

Functional benefit

Brands

• Tri-Clean: Brand for instrument care and cleaning products including Tri-Clean Ultrasonic Cleaners, Triple Enzymatic Cleaners, and Sterilization Pouches. Launched April 30, 2014 to symbolize the company's instrument care and cleaning focus.

Products and services

• Tri-Clean Ultrasonic Cleaners All stainless steel ultrasonic cleaning units for dental and healthcare instrument cleaning. Available in countertop and recessed models with capacities from approximately 4L/5L to 20L, all including heating element, digital timer, stainless steel basket, and stainless steel drain valve (recessed) as standard. Sold to dental practices and healthcare facilities through distribution partners.
• Tri-Clean Triple Enzymatic Cleaners Enzymatic cleaning solutions with proprietary blend of Protease, Amylase, and Lipase enzymes plus surfactants for removing bio-burden from dental and medical instruments. Available in ready-to-use foam spray (BEC32S), pre-measured quart concentrate (BEC32PM), and gallon concentrate (BEC1) formats. 100% made in USA with neutral pH, non-corrosive formula and lavender fragrance.
• Sterilization Pouches Sterile pouches for instrument sterilization packaging. Feature dual internal and external indicators, triple seals, French ArjoWiggins surgical-grade paper, fracture-resistant film, and thumb notch for easy opening. Available in eight sizes from 2.25" x 4" to 12" x 18" for dental and healthcare instrument sterilization workflows.
• Ultrasonic Cleaner Accessories Accessories for Tri-Clean Ultrasonic Cleaners including hanging baskets (UHB series), burr basket (BB1), replacement filters (FIL1, FIL2), solenoid valve (S10), control panels (CK3), enzyme gallon pump (GP-25), and drain conversion kit (CK2).
• Private Label Program Private label program under which BrandMax manufactures and supplies instrument cleaning products (ultrasonic cleaners and enzymatic cleaners) for branding under third-party labels, generating licensing/royalty revenue alongside branded product sales.
• Recessed Ultrasonic Cleaning Units (13L and 20L) Recessed-model ultrasonic cleaning units in 13L (3.43 gallon) and 20L (5.28 gallon) capacities, designed to be installed into cabinetry in dental operatories. Include heating element and stainless steel basket as standard at no extra cost.
• Tri-Clean Red White & Blue Ultrasonic Cleaner Limited-edition Red White & Blue Tri-Clean Ultrasonic Cleaner launched to honor veterans, with a portion of proceeds donated to a Veterans charity. Sold through BrandMax's dental distribution channels.

Quantifiable outcome

• 140%+ growth rate for dental product sales in 2013
• +2 more outcomes

Named customers2 records

Segments2 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

Ten partnerships are on record, tiered minor and core.

• Viva Learning - VivaRep AppminorGTM or Marketing Partner · 15 September 2017BrandMax product information and sales tools visible to over 3,500 reps at 14 dealers through VivaRep App and Dealer Portal Training Sites.
• Henry Schein DentalcoreChannel Partner/ Reseller/ Distributor · 15 October 2014National distribution agreement making Tri-Clean instrument care and cleaning products available through Henry Schein to expand market penetration and bring additional product and logistical solutions.
• Benco Dental FOCUS ProgramcoreChannel Partner/ Reseller/ Distributor · 21 July 2014BrandMax Tri-Clean products part of Benco's exclusive FOCUS program with 500+ sales team members focused on these products.
• Patterson DentalcoreChannel Partner/ Reseller/ Distributor · 21 July 2014Distribution agreement making Tri-Clean products available through Patterson Dental, one of the leading distributors in the US dental market.
• Darby DentalcoreChannel Partner/ Reseller/ Distributor · 21 July 2014Distribution agreement with Darby Dental, a leading distributor in the dental industry, to expand reach of BrandMax Tri-Clean products.
• NDC (National Distribution Company)coreChannel Partner/ Reseller/ Distributor · 8 October 2013National distribution agreement to carry BrandMax products in all NDC distribution centers for healthcare, veterinarian and dental markets. Provides access to 300+ NDC distributor members.
• CharTech SDVOSBcoreChannel Partner/ Reseller/ Distributor · 7 July 2013Service-disabled veteran owned business awarded BrandMax contract for Triple Enzyme based Enzymatic Cleaners. Products available on FSS and GSA starting August 2013 for all VA hospitals in US market.
• American Eagle InstrumentsminorStrategic or Co-development Partner · 20 June 2013American Eagle Instruments tested and approved BrandMax Triple Enzyme Formula for compatibility on all instrument lines including XP Technology line. Validates product quality and safety.
• Burkhart DentalcoreChannel Partner/ Reseller/ Distributor · 4 June 2013National distribution agreement with Burkhart Dental providing their sales team access to BrandMax Ultrasonic cleaners in all Burkhart distribution centers.
• Benco DentalcoreChannel Partner/ Reseller/ Distributor · 24 March 2013National distribution agreement with Benco Dental providing their national sales team access to BrandMax instrument care and cleaning products. Also includes FOCUS program partnership for enhanced sales team focus.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Tuttnauer: Tuttnauer is an established manufacturer of autoclaves, ultrasonic cleaners, and washer-disinfectors for dental, medical, and laboratory markets — overlapping with BrandMax on the ultrasonic cleaning side as a broader infection-control incumbent.
• Midmark: Midmark is a broad dental and medical equipment incumbent offering ultrasonic cleaners alongside chairs, sterilizers, and entire operatory solutions — competitive at the equipment level but with a much wider portfolio and capital base than BrandMax.
• Coltene: Coltene is a broad dental products and equipment manufacturer offering restorative materials, instruments, and hygiene/infection-prevention items including cleaning solutions — overlapping with BrandMax in dental consumables though with a much larger product portfolio.

Direct peers

• Crosstex: Crosstex (now part of Contec) is a long-standing infection-prevention specialist offering enzymatic detergents, sterilization pouches, and surface disinfectants to dental customers — highly comparable consumables portfolio to BrandMax's cleaners and sterile pouch line.
• Palmero Healthcare: Palmero Healthcare is a dental-focused infection-prevention manufacturer selling enzymatic cleaners, instrument wipes, and sterilization products — a niche direct competitor to BrandMax in chemistry-driven instrument care for dental practices.
• HuFriedyGroup: HuFriedyGroup (now part of STERIS) is the most direct competitor in dental instrument care, offering ultrasonic cleaners, enzymatic detergents, and instrument maintenance solutions to dental practices globally — overlapping head-to-head with BrandMax's Tri-Clean product line in chemistry, hardware, and target customer.
• Metrex: Metrex (Envista) is a leading infection-prevention brand selling enzymatic instrument cleaners (e.g., EmPower) and surface disinfectants into dental and healthcare — directly comparable chemistry offering and go-to-market to BrandMax Tri-Clean Triple Enzymatic Cleaners.
• SciCan: SciCan manufactures dental and medical cleaning and sterilization equipment including ultrasonic cleaners and instrument washers, sold through the same dental distribution channels as BrandMax and serving identical infection-prevention use cases in dental offices.

Emerging players

• Young Innovations: Young Innovations is a dental products platform selling preventive care, instruments, and hygiene consumables through dental distribution — comparable go-to-market and overlapping infection-prevention category with BrandMax.
• Premier Dental Products: Premier Dental Products manufactures and distributes a broad dental consumables portfolio sold through the same major dental distributors as BrandMax — comparable channel strategy and overlapping hygiene/sterilization adjacencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/CleanInstrument
• YouTubeyoutube.com/channel/UCHaBHt71nOrPTe5cqAlp_LA
• Facebookfacebook.com/cleaninstrument
• LinkedInlinkedin.com/company/brandmax

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 Brandmax