What Secure Denture does

Secure Denture USA is a privately held direct-to-consumer brand that sells zinc-free, waterproof denture adhesive products to denture wearers in the United States. The company is incorporated in New York and headquartered in Ghent, NY (6 Grandinetti Drive), operating under the corporate name Secure Denture USA with email domains tied to Bioforce USA, suggesting a distribution or affiliate relationship with a larger Bioforce group. The business is built around a patented non-water-soluble adhesive formula originally developed by an Austrian dentist, which differentiates Secure from conventional water-soluble adhesives by maintaining hold through exposure to water, saliva, and beverages. Its product line is narrow and focused on four SKUs: Secure Denture Adhesive (regular), Secure Sensitive Adhesive (with aloe vera and myrrh), Secure Adhesive Cushion Strips, and Secure Cleansing Tablets (pH 9 alkaline formula designed to remove the company's own non-water-soluble residue).

The company's go-to-market combines a Shopify-powered DTC website (securedenture.com) with marketplace distribution on Amazon and Walmart.com, supplemented by in-store availability at Sprouts Farmers Market. Order fulfillment is outsourced to Amazon via Multi-Channel Fulfillment (MCF), with 3–5 business day shipping within the continental United States and explicit exclusion of Hawaii, Alaska, and Puerto Rico. Secure generates revenue through one-time purchases at price points ranging from $8.99 to $57.99 per pack, with no subscription or recurring model in place. Acquisition leans on content marketing (a Helpful Advice hub covering denture types, adhesives, and care routines; FAQ), a 10% first-order email signup incentive, and a Facebook brand page. The company claims "millions of satisfied customers worldwide" and 20+ years of continuous product sales, though it discloses no headcount, revenue, or funding data.

Name

Secure Denture

Legal name

Secure Denture USA

Website

https://securedenture.com

Company type

Private

Operating status

Operating

Short description

Secure Denture USA is a private direct-to-consumer brand selling patented, zinc-free, waterproof denture adhesives and complementary cleansing products to U.S. denture wearers via its Shopify website, Amazon, Walmart.com, and Sprouts Farmers Market.

Ownership category

akta.pro rank

Product category

Denture Care Products

NAICS

Dental Equipment and Supplies Manufacturing (339114)

SIC

Dental Equipment & Supplies (3843)

akta.pro primary industry

Denture Care (Adhesives, Cleansers, Reliners) (CRABAFAG)

Keywords

• Denture adhesive products
• Waterproof denture cream
• Denture cleansing tablets
• Denture cushion strips
• Zinc-free oral care

Headquarters

HQ city

Ghent

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, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Secure Denture generates revenue through one-time product purchases of denture adhesives (regular and sensitive formulas), cushion strips, and cleansing tablets. Products are sold in various pack sizes (1-pack, 2-pack, 4-pack, 5-pack, 8-pack) at fixed unit prices. There is no subscription or recurring revenue model mentioned.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Secure Denture USA manufactures and sells a focused line of denture care products under the Secure® brand, including a zinc-free waterproof denture adhesive cream, a sensitive-gums variant with Aloe Vera and Myrrh, pre-cut adhesive cushion strips for lower or hard-to-fit dentures, and pH 9 alkaline cleansing tablets designed to remove the brand's non-water-soluble adhesive residue. Products are sold directly through its Shopify website and via Amazon, Walmart.com, and Sprouts Farmers Market to individual denture wearers in the United States.

Product overview

Secure Denture is a dental care company offering a focused product portfolio centered on denture adhesive solutions. The core offering includes Secure Denture Adhesive (regular formula) and Secure Sensitive Denture Adhesive (with Aloe Vera and Myrrh for sensitive mouths), both providing zinc-free, waterproof, all-day hold. These are complemented by Secure Denture Adhesive Cushion Strips as a soft-liner alternative for lower dentures and challenging fit situations, and Secure Denture Cleansing Tablets as a specially formulated alkaline cleaner designed to remove the company's unique water-insoluble adhesive residue. The products work as a system: the adhesives provide long-lasting hold while the cleansing tablets ensure proper residue removal and denture hygiene.

Differentiator

Problem solved

Functional benefit

Products and services

• Secure Denture Adhesive (Regular) Zinc-free, waterproof adhesive cream providing up to 12 hours of hold for full upper and lower dentures. Developed by an Austrian dentist using a patented non-water-soluble formula that does not wash away with water, food, drinks, or saliva; sold in 1, 2, 4, and 5 pack sizes starting at $8.99.
• Secure Sensitive Denture Adhesive Zinc-free, waterproof adhesive cream formulated with soothing Aloe Vera Gel and Tinctura Myrrhae (Myrrh) to calm gum irritation from new or ill-fitting dentures, providing up to 12 hours of hold; sold starting at $9.99 across multiple pack sizes.
• Secure Denture Adhesive Cushion Strips Pre-cut, patented non-water-soluble adhesive strips that act as a soft liner to deliver waterproof, zinc-free hold, especially for lower dentures, narrow or flat jaw shapes, and wearers with excessive saliva or sensitive gums.
• Secure Denture Cleansing Tablets Alkaline pH 9 cleansing tablets that deep-clean dentures and dissolve Secure's non-water-soluble adhesive residue, eliminate odor-causing bacteria, and remove coffee, tea, and nicotine stains, cleaning dentures in approximately 10-15 minutes.

Quantifiable outcome

• Up to 12 hours of slip-free hold from one daily application
• +3 more outcomes

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as the primary fulfillment partner through Multi-Channel Fulfillment (MCF) service, handling storage, packaging, and shipping for securedenture.com orders. Products are also sold directly through Amazon's marketplace platform, making Secure Denture products widely accessible to Amazon's customer base. Return processing for website orders follows Amazon's fulfillment guidelines.
• Sprouts Farmers MarketminorChannel Partner/ Reseller/ DistributorIn-store retail partner carrying Secure Denture Bonding Cream at Sprouts store locations. Provides physical retail presence for customers who prefer to purchase products in person rather than online.
• WalmartminorChannel Partner/ Reseller/ DistributorProducts available through Walmart.com online marketplace, extending product availability to Walmart's customer base beyond the company's direct website.
• ShopifycoreTechnology or IntegrationE-commerce platform powering securedenture.com website. Shopify provides the technical infrastructure for the online store, including product listings, shopping cart, checkout, and customer account functionality. Shopify also handles privacy compliance and data processing as the platform provider.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Kukident (Haleon): Haleon's denture adhesive brand sold primarily in Germany and continental Europe. Comparable product portfolio to Secure's original Austrian-developed line; relevant as the European market equivalent of Secure's home market.

Direct peers

• Fixodent (Procter & Gamble): Procter & Gamble's denture adhesive brand, the category leader. Directly competes with Secure Denture Adhesive in mass-market drugstores, grocery, and online channels with broader retail penetration and significantly larger marketing budgets.
• Sea Bond (Prestige Consumer Healthcare): Prestige Consumer Healthcare's denture adhesive brand offering seal and cream formats. Direct competitor focused on the same denture-wearer segment, with established drugstore distribution and similar low-to-mid price positioning.
• Super Poligrip (Haleon): Haleon's premium denture adhesive sub-brand offering extra-hold and zinc-free variants. Direct competitor at the premium SKU tier where Secure positions its zinc-free, waterproof formulations.
• Confadent: Smaller denture adhesive brand offering cream adhesives and denture care products. Direct niche competitor with similar DTC and online marketplace distribution model to Secure Denture.
• Ezo (Ezo Products): Manufacturer of Ezo Denture Cushions and adhesives, a long-standing niche competitor in the denture adhesive and soft-liner category. Comparable product mix including cushion-style products that compete directly with Secure Denture Cushion Strips.
• Poligrip / Polident (Haleon): Haleon (formerly GSK Consumer Healthcare) brands offering denture adhesive creams, powders, and cleansing tablets. Direct competitor with overlapping SKU structure including adhesives and cleansers, sold through the same mass-market retail channels Secure Denture targets.

Broad incumbents

• CVS Health (private label denture care): CVS Pharmacy's store-brand denture adhesives and cleansing tablets. Competes on price across the same SKU categories as Secure Denture, leveraging CVS's massive pharmacy foot traffic and senior customer base.
• Colgate-Palmolive: Diversified oral care conglomerate with broad portfolio including denture cleaners (Fresh n Brite). Indirectly competitive through retail shelf share and customer cross-purchasing with its core toothpaste and toothbrush categories.

Emerging players

• Dr. Fresh: Dental and oral care brand offering denture adhesives, cleansing tablets, and broader oral hygiene products. Comparable product portfolio across denture care SKUs with stronger mass-market drugstore distribution than Secure Denture.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SecureDenture

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 Secure Denture