Oral B

What Oral B does

Oral-B is a global oral care brand wholly owned by Procter & Gamble (NYSE: PG), operating within the parent's Health Care business unit. The brand's core offering is centred on its iO Series of electric toothbrushes (iO2 through iO10), which combine oscillating-rotating round brush heads with micro-vibrations and a magnetic drive system, alongside proprietary replacement brush heads, stannous fluoride toothpastes, floss, dental tape, and mouthwash variants. The iO line connects via Bluetooth to the Oral-B App and Apple Health for brushing habit tracking, with features including a 360° gum pressure sensor, multiple cleaning modes (Super Sensitive, Sensitive, Daily Clean, Whitening, Intense), and a 2-minute timer. Sub-brands include Oral-B Pro, Vitality, Genius, and Aquacare water flossers, with age-segmented kids lines (Pro Kids for ages 3+, iO Kids and Pro Junior for ages 6+).

The business model is a hybrid of one-time hardware sales (toothbrush handles, bundles) and recurring revenue via a subscription service for replacement brush heads, toothpaste, and routine bundles, with deliveries every 2, 3, or 4 months and savings up to 55%. The UK direct-to-consumer channel (oralb.co.uk) is operated and fulfilled by THG Ingenuity, with Splitit providing interest-free instalment payments for orders over £100 and PayPal as a supplementary payment method. Go-to-market combines online direct sales, major retail and pharmacy distribution, dentist endorsements as primary trust signals, paid TikTok creator partnerships, email marketing with first-order incentives (£10 off), and a referral scheme. Oral-B is the #1 brand most used by dentists worldwide based on surveys regularly carried out for P&G, and the brand is sold across the UK and Ireland with a global footprint. Revenue and financial performance are not separately disclosed; they are consolidated within P&G's overall corporate financials.

Name

Oral B

Legal name

Oral-B (brand owned by Procter & Gamble)

Website

https://oralb.co.uk

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Oral-B is a Procter & Gamble-owned oral care brand selling electric toothbrushes, replacement brush heads, toothpaste, floss, and mouthwash to consumers in the UK, Ireland, and globally, distributed through DTC e-commerce, retail, and subscription channels.

Ownership category

akta.pro rank

Product category

Consumer Oral Care

NAICS

Health and Personal Care Retailers (456)

SIC

Dental Equipment & Supplies (3843)

akta.pro primary industry

Electric Toothbrushes & Power Brush Heads (CRABAFAC)

akta.pro secondary industries

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA), Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ), Toothbrushes (Manual) (CRABAFAB)

Keywords

• Electric toothbrushes
• Oral care products
• Replacement brush heads
• Dental hygiene supplies
• Toothpaste and floss

Headquarters

HQ city

Weybridge

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric Toothbrushes: One-time purchase of electric toothbrush handles (iO2, iO3, iO5, iO9, iO10 models) and bundles with brush heads.
2. Replacement Brush Heads: Recurring purchase of compatible brush heads for iO and Pro toothbrush lines. Available through one-time purchase or subscription.
3. Brush Head Subscription: Subscription service for replacement brush heads delivered every 2, 3, or 4 months. Customers can save up to 55% with subscription pricing. £2.99 standard delivery per order.
4. Oral Care Products: Toothpaste, floss, dental tape, and mouthwash products sold as one-time purchases.
5. Kids Products: Specialized electric and manual toothbrushes, replacement heads, and toothpaste for children (ages 3+ and 6+).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Oral-B designs, manufactures, and sells a comprehensive range of oral care products including electric toothbrushes (flagship iO Series with magnetic drive and oscillating-rotating-pulsating round brush heads), compatible replacement brush heads, toothpaste (with stannous fluoride technology), floss, dental tape, and mouthwash. The brand is owned by Procter & Gamble and in the UK sells directly to consumers via its own e-commerce site at oralb.co.uk (fulfilled by THG Ingenuity), through retail and pharmacy channels, and via a recurring brush head subscription service.

Product overview

Oral-B offers a comprehensive oral care product portfolio centered around its flagship iO Series electric toothbrushes (iO2, iO3, iO5, iO9, iO10), which combine oscillating-rotating round brush heads with micro-vibrations and magnetic drive technology. The ecosystem includes compatible replacement brush heads (iO Gentle Care, iO Radiant White), paired with specialized toothpastes (Sensitivity Protection, Radiant White) featuring stannous fluoride technology. For younger users, the company provides age-segmented kids products (Pro Kids for ages 3+, iO Kids and Pro Junior for ages 6+). Supporting products include floss and dental tape, mouthwash variants (fluoride, fluoride-free, chlorhexidine), and a subscription service for automatic delivery of replacement heads and oral care supplies. The products integrate with the Oral-B App and Apple Health via Bluetooth connectivity.

Differentiator

Problem solved

Functional benefit

Brands

• Oral-B iO: The premium line of electric toothbrushes featuring magnetic drive technology, app connectivity, and advanced cleaning modes.
• Oral-B Pro
• Oral-B Vitality
• Oral-B Genius
• Oral-B Aquacare

Products and services

• Oral-B iO Series Electric Toothbrushes Premium electric toothbrushes for adult consumers in the UK, featuring oscillating-rotating-pulsating round brush heads with micro-vibrations and a smooth magnetic drive. Multiple models with varying features including gum pressure sensors, multiple cleaning modes, Bluetooth connectivity to the Oral-B App and Apple Health, and a 2-minute timer.
• Oral-B iO Gentle Care Brush Heads Replacement brush heads compatible with iO Series handles, designed for sensitive teeth and gum care, with over 4,000 ultra-soft bristles and a cushioning outer ring.
• Oral-B iO Radiant White Brush Heads Replacement brush heads for iO Series handles featuring high-density bristles and polishing petals to lift everyday surface stains for a whiter smile.
• Oral-B Advanced Sensitivity Protection Toothpaste Stannous fluoride toothpaste formulated to create a protective shield for sensitive teeth and gums, with a cooling eucalyptus peppermint sensation. For UK consumers with sensitive teeth.
• Oral-B Radiant White Toothpaste Whitening toothpaste clinically proven for whiter teeth in 1 day through removal of surface stains, for UK consumers seeking a brighter smile.
• Oral-B Subscription Service Subscription service delivering replacement brush heads, toothpaste, and routine bundles every 2, 3, or 4 months with savings up to 55% versus one-time purchase, available via oralb.co.uk.
• Oral-B Pro Kids Electric Toothbrush Electric toothbrush designed for children aged 3+ in the UK, with age-appropriate brush heads and gentle cleaning modes to build healthy brushing habits.
• Oral-B iO Kids Electric Toothbrush iO Series electric toothbrush designed for children aged 6+ in the UK, featuring advanced technology and age-appropriate features for developing oral care routines.
• Oral-B Pro Junior Electric Toothbrush Electric toothbrush for UK children aged 6+, compatible with all Oral-B Pro brush heads including the Sensitive Clean variant, supporting the transition to adult-style brushing.
• Oral-B Floss and Dental Tape Dental floss and dental tape products designed to remove plaque, debris, and bacteria from between teeth and under the gumline; includes Essential Floss (thin, smooth) and Floss Tape (wider, flatter) for UK consumers.
• Oral-B Toothpaste Collection Range of UK toothpastes covering enamel and gum care, teeth whitening, and sensitivity protection, featuring stannous fluoride technology for multiple oral health benefits.
• Oral-B Mouthwash Mouth rinse range for UK consumers including fluoride mouthwash for cavity protection, fluoride-free options for fresh breath, and chlorhexidine gluconate rinses for antibacterial treatment.

Quantifiable outcome

• 100% more plaque removal compared to manual toothbrushes
• +3 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability1 record

Feature8 records

Partnerships

One partnership is on record.

• THG IngenuitycoreImplementation/ SI/ Consulting PartnerTHG Ingenuity operates and fulfills the Oral-B UK e-commerce website (oralb.co.uk). They handle order processing, fulfillment, delivery (including free next-day delivery over £100), returns, and customer service for online purchases.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Emerging players

• Goby: Smaller DTC electric toothbrush subscription brand competing with Quip and Oral-B on value-tier subscription economics, with a more limited product line but similar recurring-revenue model.
• Foreo: Premium personal care device brand (Luna, ISSA) that has expanded into electric toothbrushes with silicone-bristle designs. Targets overlapping premium consumers with design-led positioning, though smaller oral care focus than Oral-B.
• Snow (Snow Cosmetics): DTC teeth-whitening brand selling LED whitening kits, toothpaste, and electric toothbrushes on subscription. Competes with Oral-B's Radiant White line and whitening cleaning mode through a digital-first, influencer-led model.

Broad incumbents

• Sensodyne (Haleon): Global sensitivity toothpaste leader owned by Haleon (formerly GSK Consumer Healthcare). Directly comparable to Oral-B's Advanced Sensitivity Protection toothpaste on the sensitive-teeth use case Oral-B identifies as a primary segment.
• Colgate-Palmolive: Global CPG incumbent and Oral-B's largest competitor across oral care, with manual toothbrushes, toothpaste (Colgate Total), hum by Colgate electric brushes, and dentist-channel programs. Broader portfolio than Oral-B but spans every category Oral-B competes in.

Others

• Crest (Procter & Gamble): Sister brand to Oral-B under P&G, focused on toothpaste, manual toothbrushes, and whitening strips. Same parent corporation, so not a competitor in ownership terms, but the two brands jointly define P&G's oral care portfolio and frequently co-merchandise.

Direct peers

• Quip: DTC subscription electric toothbrush brand offering brushes, replacement heads, toothpaste, and floss on a recurring delivery model. Directly comparable to Oral-B's Subscribe and Save proposition but targeting a younger, design-led consumer at lower entry prices.
• Water Pik (Waterpik): Leading water flosser brand; Oral-B even offers a competing Aquacare water flosser line. Comparable as adjacent interdental-cleaning device maker targeting the same gum-health and cavity-prevention use cases Oral-B serves.
• BURST Oral Care: DTC subscription electric toothbrush brand selling sonic brushes, whitening products, and replacement heads with a strong ambassador/influencer program. Competes head-to-head with Oral-B on subscription economics and digital-first acquisition.
• Philips Sonicare (Philips): Philips' premium electric toothbrush brand competing directly against Oral-B's iO Series using sonic (vs. oscillating-rotating) technology. Same DTC-plus-retail distribution model, similar dentist-trust positioning, and overlapping product ladder (Sonicare DiamondClean, ProtectiveClean, etc.).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCQod0HezP2_gX-M7i6B7mvg
• Facebookfacebook.com/UKOralB
• Instagraminstagram.com/oralb_uk
• TikToktiktok.com/@oralb
• LinkedInlinkedin.com/company/oral-b

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 Oral B