ARAME

What ARAME does

ARAME is a direct-to-consumer oral care brand selling premium, clean-ingredient toothpaste and whitening products through its Shopify-powered e-commerce site aramecare.com. The company operates two core SKUs: THE PASTE, a daily-use toothpaste featuring a proprietary blend of 5% rod-shaped nano-hydroxyapatite, hyaluronic acid, and miswak extract designed for enamel remineralization and gum health; and THE POLISH, a weekly whitening polish using fruit-derived enzymes (papain and bromelain) and baking soda to remove surface stains without peroxide. Both products are manufactured in an FDA-registered US facility and packaged in airless pump containers, positioning the brand as oral care designed like skincare. Revenue is generated primarily through one-time DTC purchases at $27 (THE PASTE), $32 (THE POLISH), and $59 (THE DUO bundle), supplemented by a Subscription & Save program offering 15% discounts on cadence-controlled recurring deliveries.

The company is privately held and founder-owned, with no disclosed institutional funding. It was founded by Brittany Arnett, a former luxury cosmetics buyer with a Harvard MBA, who spent five years developing the formulas before launch. Headquartered in Englewood Cliffs, New Jersey, with a 14-person team, ARAME serves clean beauty and wellness-conscious consumers in the US and Canada. Its go-to-market relies on organic social (Instagram, TikTok, Pinterest), a Creator Community affiliate program, content marketing through the Tooth Tales blog, PR placements in lifestyle publications, and occasional experiential pop-ups. Distribution is exclusively DTC, with no retail or third-party marketplace presence. The brand has earned CNN Underscored recognition as a top hydroxyapatite toothpaste and maintains a 4.94-star rating across 51 verified website reviews, indicating early traction but a still-narrow customer base.

Name

ARAME

Legal name

Arame, Inc.

Website

https://aramecare.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

ARAME is a founder-owned, DTC oral care brand selling premium nano-hydroxyapatite toothpaste and enzyme-based whitening polish through its Shopify site, targeting clean-beauty consumers in the US and Canada.

Ownership category

akta.pro rank

Product category

Premium Oral Care

NAICS

Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industry

Whitening Products (Strips, Gels, Pens, Kits) (CRABAFAF)

Keywords

• Premium oral care
• Nanohydroxyapatite toothpaste
• Teeth whitening polish
• Clean beauty dental
• Direct to consumer oral care

Headquarters

HQ city

Englewood Cliffs

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 (One-Time): ARAME generates primary revenue through direct-to-consumer sales of their oral care products via their e-commerce website. Customers purchase individual products or bundles at full price. One-time purchases at $27 (THE PASTE), $32 (THE POLISH), or $59 (THE DUO).
2. Subscription & Save: Customers can subscribe to receive products on a recurring monthly, 2-month, 3-month, 4-month, or 6-month basis with a 15% discount. Subscribers save $4.05 on THE PASTE ($22.95 vs $27) and $4.80 on THE POLISH ($27.20 vs $32). The subscription model provides predictable recurring revenue and customer retention.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels8 records

Core offering

ARAME sells premium direct-to-consumer oral care products — THE PASTE (a nano-hydroxyapatite toothpaste), THE POLISH (an enzyme whitening polish), and THE DUO bundle — through its own Shopify e-commerce site, marketing clean ingredients and a skincare-inspired self-care ritual to consumers. Products are manufactured in an FDA-registered US facility and shipped to US and Canadian customers, with both one-time purchase and Subscribe & Save recurring options.

Product overview

ARAME is a direct-to-consumer oral care brand offering three products: THE PASTE (signature nano-hydroxyapatite toothpaste for daily enamel support and whitening), THE POLISH (enzyme-based weekly whitening polish), and THE DUO (a bundle combining both for a complete oral care ritual). The products are designed like skincare, emphasizing high-quality, clinically-backed, natural ingredients without harsh additives.

Differentiator

Problem solved

Functional benefit

Products and services

• THE PASTE Signature nano-hydroxyapatite toothpaste priced at $27 ($22.95 with Subscribe & Save), combining 5% rod-shaped nano-hydroxyapatite, hyaluronic acid, and miswak extract. Designed for adults who want clean-ingredient daily oral care that supports enamel strength, gently whitens, and promotes gum health, including those with sensitive-prone teeth. Manufactured in an FDA-registered US facility.
• THE POLISH Weekly enzyme whitening polish priced at $32 ($27.20 with Subscribe & Save), using fruit-derived enzymes (papain from papaya and bromelain from pineapple) with baking soda to gently break down surface stains. Targets stain-conscious adults (coffee, tea, wine drinkers) and sensitive-teeth consumers seeking a peroxide-free, enamel-safe at-home whitening option.
• THE DUO (Cleanse & Polish Duo) Bundled offering that combines THE PASTE and THE POLISH into a complete daily-plus-weekly oral care ritual for $59 (saving $5 vs. buying each item separately). Targeted at consumers who want the full ARAME routine in one purchase.

Segments3 records

Ideal customer profiles3 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

Emerging players

• Cocofloss: Cocofloss is a premium clean oral care brand primarily known for floss, expanding into toothpaste. Comparable on clean beauty positioning and DTC channel; partial overlap in product category.
• Quip: Quip is a DTC oral care brand best known for electric toothbrushes with subscription consumables. Comparable on DTC subscription model and oral care category; broader product portfolio than ARAME.

Direct peers

• Bite: Bite is a DTC oral care brand selling toothpaste tablets and clean-ingredient formulations directly to consumers. Highly comparable to ARAME in DTC channel, clean-ingredient positioning, and premium pricing.
• Hismile: Hismile is a global DTC oral care brand best known for peroxide-free whitening kits and toothpastes. Closely comparable on whitening positioning and influencer-led DTC marketing.
• Hello Products: Hello is a clean-ingredient oral care brand selling toothpaste, mouthwash, and whitening products across DTC and retail. Comparable on clean-positioning and natural formulations; broader retail footprint than ARAME.
• Davids Premium Natural Toothpaste: Davids is a premium natural toothpaste brand emphasizing clean ingredients, fluoride/nano-hydroxyapatite options, and premium packaging. Direct competitor in the clean, premium oral care category.
• Twice (oral care): Twice is a premium clean oral care DTC brand with modern packaging and direct-to-consumer distribution. Comparable as a small, premium-positioned oral care startup in the same whitespace as ARAME.
• Apriori Beauty: Apriori is a clean oral care brand emphasizing hydroxyapatite-based formulations and premium positioning. Direct competitor in the fluoride-free, hydroxyapatite-led oral care segment.

Broad incumbents

• Colgate-Palmolive (Colgate): Colgate is the dominant global toothpaste incumbent with mass-market positioning. Serves as the benchmark competitor in oral care but operates in a very different price and distribution tier than ARAME.
• Crest (Procter & Gamble): Crest is a mass-market toothpaste incumbent under P&G with broad distribution. Overlaps in oral care category but competes on volume, retail presence, and brand recognition rather than clean/premium positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/aramecare
• TikToktiktok.com/@aramecare
• Pinterestpin.it/1PUDnxUrw
• LinkedInlinkedin.com/company/aramecare

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 ARAME