Zellie's
Zellie's is a family-owned, Austin-based oral health company that sells xylitol-sweetened dental mints, gum, and mouth-care kits to health-conscious consumers, busy professionals, families, and dental practices via DTC e-commerce, retail partners, and iHerb.
- Company typePrivate
- Founded2004
- HeadquartersAustin, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Zellie's does
Zellie's is a family-owned, Austin, Texas-based oral health company (legal entity Zellie's, LLC) founded around 2004 by dentist Dr. Ellie Phillips to commercialize xylitol-based dental mints and chewing gum. The core product line consists of xylitol dental mints (0.55g xylitol per mint) and xylitol dental gum (1g per piece) in five flavors each, recommended at 6-10g of xylitol per day for oral health benefits including cavity prevention, pH balance, dry-mouth relief and enamel support. The portfolio also includes Dr. Ellie's Complete Mouth Care System Kit (a protocol-driven bundle of Zellie's xylitol plus Closys, Crest, Listerine and ACT), Mouth Watchers toothbrushes, pH and nitric oxide test strips, branded books, refillable travel tins, and apparel/merchandise.
The business model is hybrid DTC and retail. Primary direct-to-consumer sales run through a Shopify storefront (shop.zellies.com) with a Subscribe & Save program (15% discount plus free shipping at $58+) and a $75 free-shipping threshold. Distribution also extends through Target.com, Walmart, Wegmans and Amazon domestically, iHerb internationally (180+ countries), and a U.S.-only wholesale program plus Faire marketplace for dental practices and small retailers. Products are made in North America, are Star-K Kosher, vegan, gluten-free, dairy-free, non-GMO, and BHT-free in the gum base, with certified third-party lot testing for mold, heavy metals and contaminants. Pricing ranges from $1.50 per unit (sticker) to $68 for the Complete Mouth Care System Kit, with jar/pouch/bulk/case pack sizes for both mints and gum.
Zellie's operates with 1-10 employees, has raised no outside funding, and is privately held with no institutional investors, parent company or subsidiaries disclosed. Brand credibility is anchored by Dr. Ellie Phillips' professional channels (books, YouTube, TikTok, dr.ellie.com) and supported by 1,566+ Judge.me-verified reviews with an 85% five-star rating. The company is actively operating and shipping, with no acquisitions, IPO activity or restructuring events on record.
Zellie's firmographics
Firmographics- Name
- Zellie's
- Legal name
- Zellie's, LLC
- Website
- https://zellies.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Zellie's is a family-owned, Austin-based oral health company that sells xylitol-sweetened dental mints, gum, and mouth-care kits to health-conscious consumers, busy professionals, families, and dental practices via DTC e-commerce, retail partners, and iHerb.
- Ownership category
- akta.pro rank
Zellie's industry classification
Industry- Product category
- Oral Care Products
- NAICS
- Nonchocolate Confectionery Manufacturing (31134)
- SIC
- Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Chewing Gum & Mints (CRADABAC)
- akta.pro secondary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
Keywords
Where Zellie's is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Zellie's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales (DTC): Primary revenue stream from direct-to-consumer sales via shop.zellies.com. Products include xylitol mints, gum, oral health products, and merchandise. Subscription program (Subscribe & Save) provides recurring revenue with 15% discount plus free shipping on qualifying orders.
- Retail Distribution: Revenue from sales through major retail partners including Target.com, Walmart, Amazon, and Wegmans. Products available both online and potentially in physical retail locations.
- Wholesale/B2B: Wholesale program for U.S.-based businesses offering customers or patients tooth-friendly xylitol mints and gum. Direct wholesale with free shipping on orders $150+. Faire marketplace partnership for additional B2B distribution.
- International Distribution: Products available internationally through iHerb.com which ships to 180+ countries. This provides revenue from international markets without company managing direct international shipping.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Xylitol Mints - Jar (250 ct) |
| Unit Pricing | Pay-as-you-go | Xylitol Mints - Month Supply Pouch (540 ct) |
| Unit Pricing | Pay-as-you-go | Xylitol Mints - Bulk Bag (1400 ct) |
| Unit Pricing | Pay-as-you-go | Xylitol Mints - Case of Jars (6 x 250 ct) |
| Unit Pricing | Pay-as-you-go | Xylitol Gum - Jar (100 ct) |
| Unit Pricing | Pay-as-you-go | Xylitol Gum - Month Supply Pouch (240 ct) |
| Unit Pricing | Pay-as-you-go | Xylitol Gum - Bulk Bag (600 ct) |
| Unit Pricing | Pay-as-you-go | Xylitol Gum - Case of Jars (6 x 100 ct) |
| Subscription | Monthly | Subscribe & Save Program |
| Unit Pricing | Pay-as-you-go | Gift of Healthy Teeth Variety Pack - GUM |
| Unit Pricing | Pay-as-you-go | Dr. Ellie's Complete Mouth Care System Kit |
| Unit Pricing | Pay-as-you-go | Dr. Ellie's Mouth Care System Kit - Travel Size |
| Unit Pricing | Pay-as-you-go | On-The-Go Fillable Tin (empty) |
| Unit Pricing | Pay-as-you-go | Women's/Men's Zellie's T-Shirt |
| Unit Pricing | Pay-as-you-go | Zellie's Oval Logo Sticker |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels10 records
Zellie's product offering
Product offeringCore offering
Zellie's develops, manufactures, and sells xylitol-sweetened dental mints and chewing gum designed to clean and strengthen teeth, freshen breath, and support oral health. Its portfolio extends to the Dr. Ellie's Complete Mouth Care System Kit, antibacterial toothbrushes, pH testing paper, nitric oxide test strips, branded accessories (fillable tins), and oral-health educational books. The company sells direct-to-consumer via its Shopify website, through subscription (Subscribe & Save), across major U.S. retailers, internationally via iHerb, and through a U.S. wholesale program.
Product overview
Zellie's is a family-owned oral health company based in Austin, Texas, founded by dentist Dr. Ellie Phillips, offering a portfolio of xylitol-based dental products centered around two core offerings: Xylitol Dental Mints (in Cool Mint, Spearmint, Cherry Berry, Cool Fruit, and Cinnamon flavors) and Xylitol Dental Gum (in Peppermint, Spearmint, Cinnamon, Fresh Fruit, and Cherry Berry flavors). The product line extends to Dr. Ellie's Complete Mouth Care System—a curated kit combining Zellie's products with complementary oral care items—and supporting products including Mouth Watchers toothbrushes, pH testing paper, nitric oxide test strips, and educational books. The company also offers merchandise (t-shirts, stickers, notepads) and an On-The-Go Fillable Tin accessory. Distribution includes direct-to-consumer sales through their Shopify-powered website, wholesale partnerships with U.S. retailers, and international availability through iHerb. The company provides a subscription program for recurring orders and has received over 1,500 customer reviews.
Differentiator
Problem solved
Functional benefit
Brands
- Dr. Ellie's Complete Mouth Care System: A specific curated collection of oral care products for the protection and support of adult teeth, developed by Dr. Ellie Phillips. Includes Closys rinse, Crest toothpaste, Listerine, ACT fluoride, instruction booklet, and Zellie's xylitol products.
Products and services
- Xylitol Dental Mints Dentist-formulated dental mints sweetened with tooth-friendly xylitol (0.55g per mint) for cavity prevention, enamel support, mouth pH balance, dry mouth relief, and breath freshening. Available in Cool Mint, Spearmint, Cherry Berry, Cool Fruit, and Cinnamon flavors in 250-ct jars, 540-ct month-supply pouches, 1400-ct bulk bags, and 6-jar cases.
- Xylitol Dental Gum Xylitol-sweetened dental chewing gum with 1g xylitol per piece, using a BHT-free premium blend of natural and food-grade polymers and waxes. Designed to clean and strengthen teeth while freshening breath. Available in Peppermint, Spearmint, Cinnamon, Fresh Fruit, and Cherry Berry flavors in 100-ct jars, 240-ct pouches, 600-ct bulk bags, and 6-jar cases.
- Dr. Ellie's Complete Mouth Care System Kit A comprehensive oral care kit combining Closys Ultra-Sensitive Rinse, Crest Cavity Protection Toothpaste, Listerine, ACT Sodium Fluoride rinse, Zellie's xylitol products, and an instruction booklet for balanced mouth biochemistry. Targets adults seeking a complete, dentist-recommended mouth care routine.
- Dr. Ellie's Mouth Care System Kit - Travel Size Travel-sized version of Dr. Ellie's Complete Mouth Care System for convenient oral care while traveling.
- Mouth Watchers Adult Antibacterial Toothbrush Antibacterial adult toothbrush with nano-silver bristles for enhanced oral hygiene.
- Mouth Watchers Youth Antibacterial Toothbrush Antibacterial youth-sized toothbrush with nano-silver bristles for children's oral hygiene.
- pH Testing Paper pH testing paper for monitoring mouth pH levels as part of daily oral health management.
- Berkeley Life Nitric Oxide Saliva Test Strips Test strips for measuring nitric oxide levels through saliva testing.
- Mouth Care Comes Clean (book) Educational book by Dr. Ellie Phillips covering oral health care practices.
- Kiss Your Dentist Goodbye, 2nd Edition (book) Second edition book by Dr. Ellie Phillips on maintaining oral health.
- On-The-Go Zellie's Fillable Tin Portable, refillable tin container for carrying Zellie's gum or mints on the go, available in multiple colors.
- Women's Zellie's Fitted Crewneck T-Shirt Women's fitted crewneck t-shirt made from premium cotton blend with Zellie's branding.
- Men's Zellie's Fitted Crewneck T-Shirt Men's fitted crewneck t-shirt made from premium cotton blend with Zellie's branding.
- Zellie's Tooth-Shaped Sticky Notepads (Pack of 3) Tooth-shaped sticky notepads sold as a pack of three with Zellie's branding.
- Zellie's Oval Logo Sticker Oval logo sticker featuring the Zellie's brand mark.
- Subscribe & Save Subscription Program Recurring-order subscription service for Zellie's xylitol mints and gum, offering 15% discount plus free shipping on orders of $58+, with delivery frequencies of every 1, 2, or 3 months and the ability to skip or pause anytime.
- U.S. Wholesale Program Wholesale partnership program for U.S.-based dental practices, healthcare providers, and retailers to offer Zellie's xylitol products, with direct partnership, no third-party fees, free shipping on $150+ orders, sampling, and 1:1 brand representative assistance. Not available to international distributors or third-party marketplace sellers.
Quantifiable outcome
- Studies show 6 to 10 grams of xylitol daily in frequent small doses helps support oral health
Companies that use Zellie's
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Zellie's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Zellie's partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Target.comcoreZellie's products are available for purchase on Target.com and potentially for store pickup at Target locations. This represents a significant retail partnership with a major US retailer.
- WalmartcoreProducts available on Walmart.com and potentially in Walmart stores, providing wide retail distribution for the brand.
- WegmansminorRegional grocery chain retail availability for Zellie's xylitol products.
- AmazoncoreProducts available on Amazon.com for Prime shipping, expanding online marketplace reach.
- iHerbcoreOfficial international distribution partnership through iHerb.com which ships to 180+ countries. Enables global accessibility without company managing direct international shipping logistics.
- FaireminorMarketplace partnership through Faire for wholesale purchasing by retailers.
- ShopifycoreE-commerce platform powering the shop.zellies.com online store. Provides the infrastructure for DTC sales, inventory management, and checkout processing.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Zellie's competitors and assessment
Company assessmentOthers
- iHerb: Channel/ecosystem partner—Zellie's international distribution partner and the broader online supplement/natural-products marketplace where competing xylitol brands also sell, relevant for benchmarking channel dynamics.
Direct peers
- PUR Company: Direct peer—PUR makes xylitol chewing gum and mints with a similar 'better-for-you, aspartame-free' positioning aimed at health-conscious and diabetic consumers.
- Dr. John's Candies: Direct peer—Dr. John's specializes in xylitol-based sweets (candies, lollipops, gum) for cavity prevention, with comparable formulation philosophy and health-professional endorsement.
- Epic Dental: Direct peer—Epic Dental manufactures xylitol-sweetened gum and mints targeted at cavity prevention and dry-mouth relief, with comparable product format, price point, and consumer segment.
- Xlear: Direct peer—Xlear (formerly Spry) sells xylitol-based mints, gum, and oral-care products with a similar dentist/fluoride-free positioning, competing head-to-head for the same xylitol-conscious consumer.
Broad incumbents
- Mars Wrigley: Broad incumbent—dominant gum/mint manufacturer (Orbit, Extra, 5, Altoids) that controls the gum shelf at Target/Walmart and could launch a xylitol SKU to pressure Zellie's retail positioning.
- Unilever (Signal/Pepsodent): Broad incumbent—global CPG major whose oral-care portfolio competes for the same overall oral-health wallet share and has the resources to enter the xylitol sub-category.
- Hello Products: Broad incumbent—natural-ingredient toothpaste, mouthwash, and breath products sold at Target and Walmart, directly competing for the same natural oral-care consumer with broader category coverage.
- Tom's of Maine: Broad incumbent—a Colgate-Palmolive-owned natural oral care brand (toothpaste, mouthwash) overlapping Zellie's 'dentist-formulated, natural' positioning but with a much broader oral-care portfolio.
Emerging players
- The Humble Co. Emerging player—Swedish brand of natural, sustainable oral-care products (toothbrushes, toothpaste, mints) with overlapping target customer (natural, design-conscious consumers) and similar retail channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Zellie's social profiles
Digital presenceZellie's compliance and trust
Trust signalCompliance2 records
Zellie's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zellie's leadership team
Management profileNumber of profiles
Profiles1 record
Zellie's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zellie's 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 Zellie's
What does Zellie's do?
Zellie's develops, manufactures, and sells xylitol-sweetened dental mints and chewing gum designed to clean and strengthen teeth, freshen breath, and support oral health. Its portfolio extends to the Dr. Ellie's Complete Mouth Care System Kit, antibacterial toothbrushes, pH testing paper, nitric oxide test strips, branded accessories (fillable tins), and oral-health educational books. The company sells direct-to-consumer via its Shopify website, through subscription (Subscribe & Save), across major U.S. retailers, internationally via iHerb, and through a U.S. wholesale program.
Is Zellie's a public or private company?
Zellie's is a private company. It is classified as family owned and is currently operating.
When was Zellie's founded?
Zellie's was founded in 2004. It employs 1 to 10 people.
Where is Zellie's based?
Zellie's is headquartered in Austin, United States, in the North America region.
How does Zellie's make money?
Four revenue lines are on record. Direct Product Sales (DTC) is the primary driver. The others are retail Distribution, wholesale/B2B and international Distribution.
Who are Zellie's's main competitors?
iHerb is listed as an others. Direct peers are PUR Company, Dr. John's Candies, Epic Dental and Xlear. Broad incumbents are Mars Wrigley, Unilever (Signal/Pepsodent), Hello Products and Tom's of Maine. The Humble Co. is listed as an emerging player.
Does Zellie's have an API?
No public API is recorded for Zellie's.
What industry is Zellie's in?
Zellie's's product category is Oral Care Products. Its primary akta.pro industry code is CRADABAC, Chewing Gum & Mints, with a secondary code of CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening). Its NAICS code is 31134 and its SIC code is 2060.