What Cheeky does

Cheeky (legal entity: GGA Products) is a Brooklyn, NY-based direct-to-consumer oral care company founded in 2018 that sells custom-fit dental products to individual consumers at prices 50-70% below typical dental-office rates. Its core offering is an at-home dental impression kit shipped to the customer with prepaid return postage; impressions are reviewed by licensed dental technicians and fabricated in U.S. dental labs using FDA-approved dental-grade materials and 3D scanning/manufacturing. The product portfolio centers on custom night guards (soft, hard, hybrid; multiple thicknesses), custom retainers, and custom sports guards, and is complemented by non-custom adjuncts including a cordless water flosser with patented Gravity Ball Technology, an LED whitening kit, a sonic electric toothbrush, and sleep mouth tape.

The commercial model is primarily DTC e-commerce through getcheeky.com, with additional retail distribution at Walmart and Target. Revenue comes from two streams: one-time product purchases (typical AOV $39-145 depending on SKU) and the Cheeky Club subscription that automatically delivers replacement night guards, retainers, and similar products every 3 or 6 months at up to 62% off, with skip/pause/cancel flexibility. A 30-day fit guarantee and HSA/FSA eligibility are layered on all custom products. Marketing is driven by an educational blog, organic social on Facebook and Instagram, customer reviews (4.8 stars across 6,894+ reviews on the night-guard product page), and earned media coverage in Forbes, WIRED, Good Morning America, and Sleep Foundation.

Customer segments are horizontal and use-case-driven: teeth grinders/bruxism sufferers (primary), post-orthodontic patients, athletes, sleep-improvement seekers, and cosmetic whitening buyers. The company reports 500,000+ cumulative customers and operates with 11-50 employees. Cheeky holds one granted patent (Gravity Ball Technology) and is BBB-accredited with an A+ rating. No external funding rounds, M&A activity, or institutional investors are disclosed in available materials.

Name

Cheeky

Legal name

GGA Products

Website

https://getcheeky.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Cheeky is a Brooklyn-based direct-to-consumer oral care company founded in 2018 that sells custom-fit night guards, retainers, sports guards, and adjunct oral-care products to individual consumers at 50-70% below dentist pricing, via DTC e-commerce, Walmart, and Target, with a recurring Cheeky Club subscription.

Ownership category

akta.pro rank

Product category

Custom Oral Care Products

NAICS

Health and Personal Care Retailers (456), Dental Laboratories (339116)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Dental Equipment & Supplies (3843)

akta.pro primary industry

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

akta.pro secondary industries

Electric Toothbrushes & Power Brush Heads (CRABAFAC), Dental Floss, Picks & Interdental Cleaners (CRABAFAE)

Keywords

• Custom night guards
• Dental care products
• Oral care devices
• At-home impressions
• Custom retainers

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time purchase of custom dental products including night guards, retainers, sports guards, water flossers, whitening kits, sonic toothbrushes, and mouth tape. Initial purchase includes impression kit with prepaid return shipping.
2. Subscription (Cheeky Club): Recurring subscription model offering automatic product replacements every 3 or 6 months. Members receive up to 62% off with automatic refills. Covers night guards, retainers, and other products with ability to skip, pause, or cancel anytime.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Cheeky designs, manufactures, and sells custom-fit oral care products — primarily custom night guards for bruxism, retainers, and sports mouth guards — built from at-home dental impression kits and fabricated in U.S. dental labs using FDA-approved dental-grade materials. The company also sells complementary at-home oral care devices including a cordless water flosser, LED whitening kit, sonic electric toothbrush, and mouth tape, delivered direct to consumers and through major retailers at 50–70% less than dental office pricing.

Product overview

Cheeky is a direct-to-consumer dental care company offering custom-fit oral care products delivered to customers' doors. The core product portfolio centers on custom night guards (soft, hard, and hybrid materials in multiple thicknesses) and retainers, complemented by consumer wellness products including mouth tape for sleep, a cordless water flosser with 5 cleaning modes, an LED teeth whitening kit with peroxide formula, a sonic electric toothbrush with timer and massage modes, and sports mouth guards. The company sells through its e-commerce platform (getcheeky.com) and retail locations (Walmart, Target). Products use an at-home dental impression kit model where customers take their own impressions and mail them to Cheeky's dental labs for custom fabrication. Subscription options (Cheeky Club) provide automatic replacement every 3 or 6 months at discounted prices (up to 62% savings for members). The company emphasizes dentist-quality materials and lab processes at 50-80% less than traditional dental office pricing, with a 30-day fit guarantee on all custom products.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Night Guard Custom-fit dental night guard for individuals with bruxism (teeth grinding and clenching); soft, hard, and hybrid material options with multiple thicknesses for upper and/or lower teeth.
• Custom Retainer Clear custom-fit retainer for individuals who have completed orthodontic treatment and need to maintain teeth alignment.
• Sports Mouth Guard Custom-fit sports mouth guard made from FDA-approved thermoplastics with shock absorption, available in multiple colors and thicknesses, for athletes in contact and high-impact sports.
• Water Flosser Cordless water flosser with 5 cleaning modes, 300ml tank, IPX7 waterproof rating, and patented gravity ball technology that allows upside-down use without splashing for cleaning back molars.
• LED Whitening Kit At-home teeth whitening kit using LED light acceleration with a peroxide-powered, enamel-safe formula, designed to deliver visible whitening results within approximately three weeks.
• Sonic Electric Toothbrush Sonic electric toothbrush with vibrating bristles, 2-minute timer, soft bristles suited to sensitive teeth, massage mode, and travel case included.
• Mouth Tape Hypoallergenic mouth tape for sleep that promotes nasal breathing, reduces snoring and mouth breathing, and includes a 60-night supply per pack.
• Whitening Pens Portable whitening pen refill providing on-the-go teeth whitening touch-ups in a 6-month supply.
• Toothbrush Head Refills Replacement brush heads designed for the Cheeky Sonic Electric Toothbrush, recommended for replacement every three months.
• Floss Tips Replacement flossing nozzle tips compatible with the Cheeky Water Flosser, including five different nozzle types for varied dental needs.

Quantifiable outcome

• 50-70% savings vs dentist pricing
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Candid: DTC clear aligner company offering at-home impression kits and remote orthodontic treatment. Comparable to Cheeky in DTC dental model, at-home impression workflow, and licensed professional oversight of products.
• Quip: DTC oral care brand best known for its electric toothbrush and subscription-based replacement heads. Comparable to Cheeky in DTC GTM, oral care category focus, and subscription-driven retention model.
• BURST Oral Care: DTC oral care brand offering sonic toothbrushes, whitening, and other hygiene products via subscription. Comparable to Cheeky in oral care category, influencer-driven DTC marketing, and consumable-driven subscription model.
• SmileDirectClub: Pioneer of direct-to-consumer dental products and aligners. Most directly comparable to Cheeky in DTC oral care model, custom-fit products, and at-home impression workflow, though it has faced significant operational and post-IPO headwinds.
• Snow Teeth Whitening: DTC brand selling at-home teeth whitening kits and related oral care products. Comparable to Cheeky in direct-to-consumer oral care positioning, similar target buyer (appearance-conscious consumers), and subscription/refill revenue model.

Broad incumbents

• Philips Sonicare: Market-leading sonic electric toothbrush brand owned by Philips. Comparable to Cheeky's Sonic Electric Toothbrush product in category, though positioned as a premium incumbent with broader retail presence and clinical validation.
• Waterpik (Church & Dwight): Leading water flosser brand with established clinical credibility and broad retail distribution. Comparable to Cheeky's Water Flosser product category and directly competes with it on shelves at Walmart and Target.
• Oral-B (Procter & Gamble): Global oral care leader offering manual and power toothbrushes, toothpaste, and whitening products. Comparable to Cheeky across multiple oral care categories with significantly larger distribution and marketing budgets.
• Crest (Procter & Gamble): Mass-market oral care brand offering whitening, toothpaste, and mouthwash. Comparable to Cheeky's whitening and oral hygiene products, with deep retail penetration and brand equity at scale.
• Colgate-Palmolive: Global CPG leader in oral care with toothpaste, manual toothbrushes, and mouthwash. Comparable to Cheeky in consumer oral care category but with vastly greater scale, R&D, and retail relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/people/Cheeky-Night-Guards/100063507492317
• Instagraminstagram.com/teamcheeky
• LinkedInlinkedin.com/company/cheekynightguards

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 Cheeky