What Riven does

Riven is a US-based, direct-to-consumer oral-care brand that sells a dentist-formulated probiotic mouthwash and a complementary hydroxyapatite dental floss through its Shopify storefront at shopriven.com. Its core technology is a probiotic rinse formulation that introduces beneficial bacteria into the oral cavity rather than antiseptic chemistry, paired with pH-balanced, alcohol-free ingredients and hydroxyapatite for enamel support. The company was founded and remains led by Dr. Fatima, DDS, and positions itself as the creator of 'the world's first probiotic rinse,' with category-creation messaging reinforced by earned coverage in Forbes, Yahoo, Consumer Affairs, Parade, and the New Zealand Herald.

Riven's commercial model is a one-time-purchase (with subscription capability) DTC e-commerce flow built on shopify, with US-only shipping and an explicit exclusion of Hawaii. Customers are health-conscious consumers seeking an alcohol- and chemical-free alternative to traditional antiseptic mouthwashes, supplemented by a professional-referral layer in which general dentists, orthodontists, oral surgeons, pediatric dentists, and dental hygienists recommend the product to patients. Marketing spans organic social (Facebook, Instagram, TikTok), professional referral, content marketing, and earned media. Pricing is premium relative to mass-market mouthwash, with the flagship bottle at $34.99 sale / $69.98 regular and the floss at $10.99. The brand has accumulated 7,500+ customers and carries a 4.94/5 average rating across 63+ site reviews.

Operationally, Riven is a small, founder-led private company with a headcount in the 11-50 band, no disclosed institutional capital, and no parent company, M&A, restructuring, or leadership-change events in the source data. The most notable external milestone is participation in Target's Target Takeoff program dated 2022-05-23. No patents, regulatory actions, or formal B2B partnerships were disclosed in the input.

Name

Riven

Website

https://shopriven.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Riven is a US-based, founder-led DTC oral-care brand selling a dentist-formulated probiotic mouthwash and hydroxyapatite dental floss through shopriven.com, targeting health-conscious consumers and dental patients seeking a microbiome-friendly alternative to traditional antiseptic rinses.

Ownership category

akta.pro rank

Headquarters

HQ city

Prosper

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Product Sales: Direct consumer sales of probiotic oral care products including mouthwash and dental floss through the company's e-commerce platform. One-time purchase model with occasional promotional pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

No substantive source content was provided about Riven's core offering.

Product overview

Riven is an oral care company offering a portfolio of probiotic-based dental products centered around its flagship Riven Probiotic Mouthwash, complemented by the Riven Hydroxyapatite Floss. The core product is a daily probiotic rinse that fosters a healthy oral microbiome with beneficial bacteria, contrasting with traditional mouthwashes that use harsh chemicals. The products work together as a comprehensive oral care routine, with the mouthwash providing microbiome support, gum health, and cavity protection, while the floss offers mechanical cleaning with hydroxyapatite reinforcement.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 4.94/5 average rating from 63+ reviews
• +1 more outcomes

Named customers2 records

Segments2 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

Direct peers

• Quip: Quip is a venture-backed DTC oral care brand selling toothbrushes, toothpaste, floss, and mouthwash primarily through a subscription model. While it is broader in scope, it competes for the same digitally native, design-conscious oral care shopper as Riven.
• Burst: Burst is a DTC oral care brand selling whitening products, floss, and other dental items through a network-based affiliate model. It overlaps with Riven in online direct sales of premium oral care SKUs to health-conscious consumers.
• Hello Products: Hello Products is a DTC natural oral care brand offering toothpaste, mouthwash, and floss with a clean-ingredient positioning. It directly overlaps Riven's target market of health-conscious consumers seeking alcohol-free, naturally formulated oral care products sold online.
• Boka: Boka is a DTC oral care brand built around hydroxyapatite-based toothpaste and is expanding into adjacent categories. Its functional-ingredient-forward positioning and e-commerce-led model closely mirror Riven's clean, microbiome-supportive oral care narrative.

Broad incumbents

• Crest (Procter & Gamble): Crest is one of the largest oral care brands globally, covering toothpaste, mouthwash, and floss. Its scale, dentist relationships, and R&D capabilities make it a structural threat if P&G chooses to enter the probiotic or hydroxyapatite sub-categories directly.
• Tom's of Maine: Tom's of Maine (a Colgate-Palmolive subsidiary) is an established natural personal care brand with a long-standing oral care line. It represents the broad-incumbent natural-oral-care competitor that Riven positions against in the clean-ingredient segment.
• Listerine (Kenvue / Johnson & Johnson): Listerine is the dominant mass-market mouthwash brand and the explicit incumbent Riven positions itself against. It anchors the antiseptic-oral-care paradigm that Riven's probiotic narrative challenges, making it the most important incumbent to track.

Emerging players

• The Humble Co. The Humble Co. is a sustainability-focused oral care brand selling brushes, toothpaste, and floss via DTC and retail. It overlaps with Riven in the clean/natural positioning and could converge into the probiotic sub-category over time.
• Twice: Twice is a smaller, venture-backed DTC oral care brand that has experimented with subscription and refill models. As an emerging player in the same online oral care space, it represents a comparable early-stage peer for trajectory and unit-economics benchmarking.
• Snow (oral care): Snow is a DTC oral care brand best known for teeth whitening kits and expanding into toothpaste and other SKUs. It is comparable to Riven as a digitally native oral care challenger targeting the same health- and aesthetics-conscious consumer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ShopRiven
• Instagraminstagram.com/shoprivenofficial
• TikToktiktok.com/@shoprivenofficial

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Riven