Grind
Grind (Grind Oral Care LLC) is a Salt Lake City-based DTC oral care brand selling fluoride-free hydroxyapatite toothpaste on its patent-pending DROXY formula through a Shopify storefront, Walmart (600+ stores), Amazon, and Meijer, targeting health-conscious consumers and families.
- Company typePrivate
- Founded2020
- HeadquartersSalt Lake City, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Grind does
Grind (legally Grind Oral Care LLC) is a Salt Lake City-based direct-to-consumer oral care brand founded in 2020 that develops and sells fluoride-free toothpaste built on its patent-pending DROXY formula — a combination of dual-particle hydroxyapatite (micro and nano sizes), theobromine, and xylitol designed to remineralize enamel, reduce sensitivity, and whiten without peroxide. The company operates a single-product hero (Mint Elevated, an activated charcoal fluoride-free toothpaste available at Walmart since 2020) and is preparing to expand to nine additional flavor SKUs in August 2026, each with functional vitamin additions (B-complex, A, C, D3, E, K2, CoQ10, prebiotics) on the same DROXY technology platform.
The company monetizes through three channels: a DTC Shopify storefront with a Build-a-Box Subscribe & Save subscription program (15% off first order, 10% off recurring); retail distribution through 600+ Walmart stores, select Meijer locations, and Amazon; and a presale campaign with 25%-off acquisition code TIMETOGRIND ahead of the 2026 launch. Pricing is $12.99 per tube on the new SKUs and $9.99 for Mint Elevated on grindgoods.com, with Walmart pricing at $6.47. Distribution was built around the Walmart Golden Ticket won in November 2020 and amplified through a Capitol Hill presentation and Walmart HQ feature in 2023.
Grind is privately held, family-operated (co-founders Roger Gindlesperger Jr. and Mary Ann Gindlesperger, plus a Chief Growth Officer and a small extended team), and bootstrapped — there are no disclosed funding rounds, institutional investors, or M&A activity. IP position rests on a USPTO-registered DROXY trademark and a non-provisional patent filed in February 2023. The company claims over one million cumulative customers and holds a 4.8-star average across 124 verified reviews (85% five-star).
Grind firmographics
Firmographics- Name
- Grind
- Legal name
- Grind Oral Care LLC
- Website
- https://grindgoods.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Grind (Grind Oral Care LLC) is a Salt Lake City-based DTC oral care brand selling fluoride-free hydroxyapatite toothpaste on its patent-pending DROXY formula through a Shopify storefront, Walmart (600+ stores), Amazon, and Meijer, targeting health-conscious consumers and families.
- Ownership category
- akta.pro rank
Grind industry classification
Industry- Product category
- Oral Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Toothpaste & Toothpowder (CRABAFAA)
- akta.pro secondary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
Keywords
Where Grind is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Grind business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Direct Product Sales: One-time purchase of toothpaste products at $12.99 per tube for new flavors and $9.99 for Mint Elevated. Available in 1, 2, or 3 packs with slight discount for multi-pack.
- Subscription / Subscribe & Save: Recurring subscription model offering 15% off first subscription order and 10% off all recurring orders. Customers choose delivery frequency (monthly, every 2 months, every 3 months). Cancel or modify anytime through customer portal.
- Retail Distribution: Wholesale/retail distribution through Walmart (brick-and-mortar and Walmart.com at $6.47), Amazon, and Meijer stores. Company ships to retailers who stock and sell to end consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | One-time purchase for new flavor toothpaste |
| One time/ perpetual license | Pay-as-you-go | Mint Elevated original formula |
| Subscription | Monthly | Subscribe & Save subscription |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels4 records
Grind product offering
Product offeringCore offering
Grind Oral Care LLC manufactures and sells a line of fluoride-free toothpaste products built on its patent-pending DROXY formula, which combines dual-particle hydroxyapatite, theobromine, and xylitol to remineralize enamel, whiten teeth, and reduce sensitivity. The company's original formula, Mint Elevated with activated charcoal, is sold nationwide across 600+ Walmart stores and on Amazon, while nine additional flavored SKUs (Advance Mint, Cinnamon Kick, Mint Chip, Berry Dip'd, Citrus Burst, Coastal Crush, Lemon Love, Purple Pop, and Achieve Mint) are sold through its Shopify direct-to-consumer storefront, with a Subscribe & Save subscription program for recurring delivery.
Product overview
Grind is a fluoride-free hydroxyapatite toothpaste brand built around a patent-pending DROXY formula combining dual hydroxyapatite, theobromine, and xylitol. The core product lineup consists of Mint Elevated (the original formula with activated charcoal, available at Walmart) and nine new flavor variants launching August 2026: Advance Mint, Cinnamon Kick, Mint Chip, Berry Dip'd, Citrus Burst, Coastal Crush, Lemon Love, Purple Pop, and Achieve Mint. All products share the same DROXY technology platform featuring micro and nano hydroxyapatite for enamel remineralization and strengthening. The new flavors incorporate functional vitamin supplements (B vitamins, vitamins A/C/D/E, CoQ10, prebiotics) alongside flavor-specific ingredients. An optional Subscribe & Save program offers subscription pricing with flexible delivery schedules.
Differentiator
Problem solved
Functional benefit
Products and services
- Mint Elevated Original fluoride-free hydroxyapatite whitening toothpaste with activated charcoal, featuring fresh mint, cooling coconut, and vanilla. Built on the DROXY formula of micro and nano hydroxyapatite, theobromine, and xylitol. Sold primarily through Walmart brick-and-mortar stores nationwide.
- Advance Mint Upgraded cool mint fluoride-free whitening toothpaste powered by dual hydroxyapatite with the DROXY formula. Low-foaming and no-rinse, designed for crave-worthy flavor and on-the-go use.
- Cinnamon Kick Spicy cinnamon heat fluoride-free hydroxyapatite whitening toothpaste boosted with Vitamins B3, B6, and B12 for oral tissue and gum health. Low-foaming DROXY formula with no rinse required.
- Mint Chip Mint chocolate chip ice cream-flavored fluoride-free hydroxyapatite whitening toothpaste. Sweet, crave-worthy profile with a DROXY low-foaming, no-rinse formula.
- Berry Dip'd Chocolate-dipped strawberry-flavored fluoride-free hydroxyapatite whitening toothpaste with Vitamins A and E. Vitamin A supports oral soft tissue; vitamin E acts as an antioxidant for gum health. Low-foaming DROXY formula with no rinse required.
- Citrus Burst Sweet orange citrus fluoride-free hydroxyapatite whitening toothpaste enriched with Vitamin C, which helps gums produce collagen for firm gum tissue. Low-foaming DROXY formula with no rinse required.
- Coastal Crush Pineapple and coconut fluoride-free hydroxyapatite whitening toothpaste with Vitamins K2 and D3. Vitamin D3 helps the body utilize calcium; K2 guides calcium to teeth for strong enamel. Low-foaming DROXY formula with no rinse required.
- Lemon Love Bright citrus lemon fluoride-free hydroxyapatite whitening toothpaste blended with CoQ10 and Vitamins C and E. Antioxidants support healthy gum tissue; vitamin C helps gums build collagen. Low-foaming DROXY formula with no rinse required.
- Purple Pop Açaí, berry, and lime fluoride-free hydroxyapatite whitening toothpaste with Vitamins A, C, and E plus prebiotics. Antioxidant vitamins support gum tissue; prebiotics balance the oral microbiome. Low-foaming DROXY formula with no rinse required.
- Achieve Mint Reimagined crisp mint fluoride-free hydroxyapatite whitening toothpaste with activated charcoal for additional whitening. Low-foaming DROXY formula that requires no rinse.
Quantifiable outcome
- Hydroxyapatite comprises approximately 97% of tooth enamel
- +2 more outcomes
Companies that use Grind
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Grind technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Grind partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- MeijerminorRegional retail distribution partner. Grind entered select Meijer stores in October 2023, expanding brick-and-mortar retail presence beyond Walmart.
- WalmartcoreMajor retail distribution partner. Grind launched on Amazon and Walmart.com in September 2020, received Walmart's Golden Ticket for in-store placement in November 2020, and launched in 365 Walmart stores in June 2022, expanding to 600 stores by October 2023. Mint Elevated is available on Walmart shelves nationwide.
- AmazoncoreE-commerce marketplace distribution partner. Grind launched on Amazon in September 2020 for online sales of Mint Elevated toothpaste.
- ShopifycoreE-commerce platform powering the grindgoods.com online store. Provides the online store infrastructure enabling product sales, subscription management, and customer accounts.
- Affiliate/Influencer PartnersminorMarketing partners who earn commission on sales through referral links. Partners receive free product drops, early access, creative toolbox, and ongoing support. Program managed through partner dashboard.
Scale indicators5 records
Recent moves10 records
Expansion highlights5 records
Grind competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights7 records
Customer concentration
Grind social profiles
Digital presenceGrind financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grind leadership team
Management profileNumber of profiles
Profiles4 records
Grind funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grind M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Grind
What does Grind do?
Grind Oral Care LLC manufactures and sells a line of fluoride-free toothpaste products built on its patent-pending DROXY formula, which combines dual-particle hydroxyapatite, theobromine, and xylitol to remineralize enamel, whiten teeth, and reduce sensitivity. The company's original formula, Mint Elevated with activated charcoal, is sold nationwide across 600+ Walmart stores and on Amazon, while nine additional flavored SKUs (Advance Mint, Cinnamon Kick, Mint Chip, Berry Dip'd, Citrus Burst, Coastal Crush, Lemon Love, Purple Pop, and Achieve Mint) are sold through its Shopify direct-to-consumer storefront, with a Subscribe & Save subscription program for recurring delivery.
Is Grind a public or private company?
Grind is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Grind founded?
Grind was founded in 2020. It employs 1 to 10 people.
Where is Grind based?
Grind is headquartered in Salt Lake City, United States, in the North America region.
How does Grind make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription / Subscribe & Save and retail Distribution.
Does Grind have an API?
No public API is recorded for Grind.
What industry is Grind in?
Grind's product category is Oral Care Products. Its primary akta.pro industry code is CRABAFAA, Toothpaste & Toothpowder, with a secondary code of CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening). Its NAICS code is 32561 and its SIC code is 2844.