SuperMouth

What SuperMouth does

SuperMouth is a San Diego-based, privately held direct-to-consumer oral care brand founded in 2023 that engineers age-specific product systems rather than single-size-fits-all toothpaste. The company organizes its roughly 200 products into six complete life-stage systems — Teething to 24 Months, Ages 2-5, Ages 6-12, Teens & Adults, Pregnancy, and Orthodontics — each curated by dental professionals and sold primarily through its own e-commerce storefront at supermouth.com. Customer reach to date includes 125,000+ families served and 500,000+ orders shipped, with a 4.8/5 average rating across 10,000+ verified reviews.

The underlying technology centers on a proprietary Hydroxamin formulation built around nano-hydroxyapatite combined with Vitamins K2 and D3, prebiotics such as inulin, and alkaline pH 8.5 mouthwash and spray variants. The portfolio is reinforced by approximately 300 patents covering SuperBristles toothbrush architecture (claimed 30-60x plaque removal), Liquid Enamel Technology in toothpaste, OrthoFloss expansion floss (claimed 40% additional plaque removal), and child-focused augmented reality toothbrush features. Every production batch is independently third-party tested for heavy metals including lead and arsenic, and the brand holds an EWG #1 safety rating.

The business model is a DTC e-commerce operation with three revenue streams: direct online sales of individual products, pre-curated system bundles priced at 15% below individual component cost, and a recurring subscription option offering an additional 10% discount. Free shipping is provided on orders above $50. Marketing is driven by earned media coverage in 35+ national outlets, an interactive life-stage assessment tool, the SuperMouth Pro dental professional referral program, and the SuperMouth Squad entertainment universe (movies, comics, music, AR features) designed to build child-facing brand loyalty. No retail, wholesale, or international distribution channels are currently disclosed.

Name

SuperMouth

Legal name

SuperMouth

Website

https://SuperMouth.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

SuperMouth is a San Diego-based direct-to-consumer oral care brand that engineers complete age-specific product systems (infants through adults and orthodontics) using proprietary nano-hydroxyapatite Hydroxamin formulations, serving over 125,000 families via its own e-commerce site.

Ownership category

akta.pro rank

Product category

Consumer Oral Care

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ), Toothpaste & Toothpowder (CRABAFAA)

Keywords

• Oral care products
• Dentist-formulated toothpaste
• Nano-hydroxyapatite formulations
• Children's dental hygiene
• Orthodontic care systems

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through the SuperMouth website. Products sold individually at set prices with subscription options for recurring orders.
2. Product Bundles and Systems: Pre-curated oral care systems bundled for different life stages (Teething to 24 Months, Ages 2-5, Ages 6-12, Teens & Adults, Pregnancy, Orthodontics). Bundles offer 15% savings vs. individual products, driving adoption of complete routines.
3. Individual Product Sales: Nearly 200 individual products including toothpaste, mouthwash, toothbrushes, floss, mouth spray, tongue scrapers, and accessories sold à la carte.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

SuperMouth designs and sells life-stage specific oral care products including Hydroxamin (nano-hydroxyapatite) toothpaste, mouthwash, toothbrushes with patented SuperBristles, mouth spray, floss, and tongue scrapers. The company bundles these into complete systems for babies (0-24 months), little kids (2-5), big kids (6-12), teens & adults, pregnancy, and orthodontic patients. Products are sold direct-to-consumer through the company's own e-commerce website with subscription options, and are independently third-party tested on every batch for heavy metals.

Product overview

SuperMouth is a comprehensive oral care brand offering nearly 200 products organized into complete life-stage systems. The core product line includes Hydroxamin toothpaste and mouthwash (nano-hydroxyapatite formulations with Vitamins K2 & D3), SuperBristles toothbrushes, mouth spray, floss, and tongue scrapers. These products are bundled into curated systems for six life stages: Teething to 24 Months, Ages 2-5, Ages 6-12, Teens & Adults, Pregnancy, and Orthodontics. Additional offerings include limited edition flavor bundles (Dubai Chocolate) and the Ultim8 Ortho SmartBrush System. The brand differentiates through patented technology, EWG #1 safety ratings, third-party heavy metal batch testing, and dentist-formulated, fluoride-free and fluoride-containing options.

Differentiator

Problem solved

Functional benefit

Products and services

• SuperMouth Hydroxamin Toothpaste Nano-hydroxyapatite toothpaste with Vitamins K2 & D3, available in fluoride and non-fluoride options, pH-balanced formulations for orthodontics and pregnancy, containing prebiotics and essential minerals that strengthen enamel and naturally whiten teeth.
• SuperMouth Hydroxamin Mouthwash Alkaline mouthwash with pH 8.5, infused with nano-hydroxyapatite (Hydroxamin), Vitamins K2 & D3, and prebiotics for a healthy oral microbiome, available with and without fluoride.
• SuperMouth Toothbrushes (SuperBristles) Toothbrushes with patented SuperBristles that remove up to 30-60X more plaque than conventional brushes, available in musical, manual, electric, and sonic options with augmented reality features.
• SuperMouth Mouth Spray On-the-go mouth spray with alkaline pH of 8.5, containing prebiotics such as inulin and xylitol to nurture beneficial bacteria, suitable for ages 2+.
• SuperMouth Hydroxamin MouthFloss Dental floss infused with nano-hydroxyapatite, Vitamins D3 & K2, featuring patented technology that expands to remove 40% more plaque, available in fluoride and non-fluoride options including OrthoFloss with built-in threaders.
• SuperMouth Tongue Scrapers Patented tongue scrapers designed for all ages including ice cream-shaped and scented versions for kids, featuring multi-functional designs for adults with specialized brushes and scrapers, BPA-free.
• Teething to 24 Months System Complete oral care system for babies from teething to 24 months, including safe teethers, soft-bristled brushes, toothpaste with Hydroxamin and prebiotics, curated by leading dentists.
• Ages 2-5 System Oral care system for children ages 2-5 featuring flavorful pastes, flossers, mouth sprays, pH-balanced and nutrient-rich products, fun brushes and tongue cleaners.
• Ages 6-12 System Transition system for growing kids ages 6-12 with multiple toothbrush options including music and augmented reality features, dentist-curated pH-balanced products with Hydroxamin and prebiotics.
• Teens and Adults System Complete oral care system for teens and adults featuring toothbrushes with groundbreaking bristle design, pH-balanced nutrient-rich products from toothpaste to mouthwash and floss.
• Pregnancy System Dentist-recommended oral care system for pregnancy with pH-balanced, Hydroxamin and prebiotic-infused products ensuring safe and effective care for mothers-to-be.
• Orthodontics System Orthodontic care system featuring uniquely formulated toothpaste and mouthwash, ortho-specific floss with threader, and toothbrush with patented bristles for effective cleaning around appliances.
• SuperMouth Dubai Chocolate Bundle Limited edition product bundle featuring Dubai Chocolate flavor, non-fluoride option.
• SuperMouth Nano-Hydroxyapatite Bundle (Non-Fluoride) Bundle of nano-hydroxyapatite products without fluoride, featuring multiple flavors.
• SuperMouth Nano-Hydroxyapatite+ Fluoride Bundle Bundle combining nano-hydroxyapatite with fluoride products in multiple flavors.
• SuperMouth Ortho Bundle Curated bundle specifically designed for orthodontic care, featuring toothpaste and mouthwash formulated for braces and aligners.
• SuperMouth Ultim8 Ortho SmartBrush System Advanced orthodontic smartbrush system featuring patented bristles designed for effective cleaning around braces and aligners.
• SuperMouth Accessories Children's accessories including music players, toothpaste dispensers, augmented reality products, SuperMouth Squad character-based products, and adult accessories such as UV sanitizers, travel cases, and automatic toothpaste dispensers.

Quantifiable outcome

• 30-60X more plaque removal with SuperBristle toothbrushes
• +4 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• IAOMT (International Academy of Oral Medicine and Toxicology)coreStrategic or Co-development PartnerSuperMouth was discovered at an IAOMT conference in Orlando. Dr. Hoss presented a lecture at the conference. The IAOMT connection aligns with SuperMouth's focus on holistic and safe oral care ingredients.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Burt's Bees (The Clorox Company): Natural personal care brand owned by Clorox, with a natural toothpaste line. Comparable as a natural-positioned oral care brand with strong retail distribution and a parent-company marketing and distribution backbone.
• Colgate-Palmolive: Largest global oral care incumbent (Colgate, Tom's of Maine, Meridol). Comparable as the dominant player in the same category with vastly greater distribution, marketing budget, and R&D resources; the primary competitive threat to SuperMouth.
• Haleon (Sensodyne): Consumer health spinoff of GSK, owner of Sensodyne, Aquafresh, and Parodontax. Comparable as a global oral care incumbent with deep retail relationships and significant R&D capacity to develop competing nHAp or remineralization offerings.
• Procter & Gamble (Crest, Oral-B): Major incumbent in oral care via Crest toothpaste and Oral-B toothbrushes. Comparable as the dominant broad-line oral care competitor with full-spectrum retail distribution and the resources to launch nHAp lines if category economics warrant.

Direct peers

• Davids: Premium natural oral care brand emphasizing clean ingredients and EWG-style safety positioning. Comparable in premium natural positioning and DTC distribution, though without the nHAp technology focus.
• Tom's of Maine: Natural-positioned oral care brand owned by Colgate-Palmolive. Directly comparable as a premium/natural toothpaste and brush brand targeting ingredient-conscious families, though it relies on retail distribution rather than DTC.
• Hello Products: Direct-to-consumer and retail natural oral care brand with fluoride-free and fluoride options, kid-friendly flavors, and natural ingredient positioning. Closely comparable in target consumer (ingredient-conscious families) and product mix (toothpaste, mouthwash, floss).
• Boka: Premium oral care brand built around nano-hydroxyapatite as a fluoride alternative. Directly comparable as a direct competitor in the nHAp/biomimetic oral care subcategory with similar ingredient positioning and DTC-led model.

Emerging players

• Twice (oral care): Premium subscription-based oral care brand targeting ingredient-conscious consumers. Comparable as a DTC subscription oral care brand with a similar consumer profile, though with less emphasis on nHAp technology.
• Apagard: Japanese oral care brand built around nano-hydroxyapatite (medical-grade nHAp) since the 1970s. Comparable as a pioneering nHAp-focused brand, though primarily a regional player in Japan with limited US DTC penetration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MySuperMouth
• Facebookfacebook.com/mysupermouth
• LinkedInlinkedin.com/company/mysupermouth

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 SuperMouth