custmbite
CustMbite is a direct-to-consumer oral healthcare company selling FDA-cleared custom-fit nightguards for bruxism, at-home teeth whitening kits, and oral appliance cleaners to U.S. and Canadian consumers via its Shopify storefront, using a proprietary Vistamaxx thermoplastic that allows microwave fitting without a dentist visit.
- Company typePrivate
- Founded2004
- HeadquartersLouisville, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What custmbite does
CustMbite is a privately held direct-to-consumer oral healthcare company that designs, sells, and ships at-home dental nightguards, teeth whitening kits, and oral appliance cleaners primarily to U.S. and Canadian consumers. Founded in 2004 by Dr. Monroe Elkin and operated under Dental Choice Holdings, LLC, the company focuses on the bruxism (teeth grinding) and at-home whitening segments, where customers want a professional-grade result without the cost and inconvenience of a dentist visit. The core technology is the patented Vistamaxx thermoplastic material, which can be heated in a microwave and molded to a wearer's teeth in under two minutes, offering a remoldable, custom fit that does not require a dental impression; the standard nightguard is FDA cleared as a medical device for bruxism.
The product portfolio spans two FDA-relevant SKU families and a maintenance accessory. Nightguards include the $49.99 Standard CustMbite Night Guard and the $79.99 Hard Surface Night Guard for heavy grinders, both with a one-year replacement guarantee. The whitening line includes the $39.99 Sensitive Teeth Whitening Kit with custom-fit trays and 16% carbamide peroxide gel, the $12.99 Gentle Teeth Whitening Foam (8% peroxide for sensitive teeth), and a $14.99 Teeth Whitening Gel 3-Pack offered in 16%, 22%, and 44% concentrations. The All-Natural Oral Appliance Cleaner rounds out the catalog as a consumable accessory.
CustMbite operates a self-serve DTC e-commerce model on Shopify, with an optional subscription at 15% off, free U.S. shipping on all orders, a 30-day money-back guarantee, and HSA/FSA eligibility for the Snore Relief Mouthpiece via Truemed. The company supplements DTC with an ambassador/affiliate program, a wholesale/Become a Retailer channel targeting dentists and resellers, educational content marketing (blog, education directories), and social media presence. Distribution is entirely organic; no external funding rounds have been identified. The company reports 1-10 employees and ships from its Louisville, Kentucky headquarters, with a strategic partnership through the Hispanic Dental Association (La Mejor Sonrisa) opening a community-driven demographic vertical.
custmbite firmographics
Firmographics- Name
- custmbite
- Legal name
- Dental Choice Holdings, LLC
- Website
- https://custmbite.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CustMbite is a direct-to-consumer oral healthcare company selling FDA-cleared custom-fit nightguards for bruxism, at-home teeth whitening kits, and oral appliance cleaners to U.S. and Canadian consumers via its Shopify storefront, using a proprietary Vistamaxx thermoplastic that allows microwave fitting without a dentist visit.
- Ownership category
- akta.pro rank
custmbite industry classification
Industry- Product category
- Oral Care Products
- NAICS
- Dental Equipment and Supplies Manufacturing (339114), Dental Laboratories (339116)
- SIC
- Dental Equipment & Supplies (3843), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)
- akta.pro primary industry
- Occlusal Splints, Night Guards & Mouthguards Fabrication (HLABAJAI)
- akta.pro secondary industry
- Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding) (HLABAAAC)
Keywords
Where custmbite is headquartered
LocationHeadquarters
- HQ city
- Louisville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
custmbite business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D
Revenue model
- Product Sales - Nightguards: Direct sale of nightguard products (standard and hard surface variants) at $49.99-$79.99 per unit. Both one-time purchase and subscription options available at 15% discount for subscribers.
- Product Sales - Whitening: Sale of teeth whitening products including gel kits ($14.99), whitening foam ($12.99), and complete whitening kits ($39.99). Subscription discounts available.
- Product Sales - Oral Care: Sale of all-natural oral appliance cleaner for retainers and nightguards.
- Wholesale/B2B: Wholesale pricing available for dentists and retailers interested in selling CustMbite products. Dentists can email for wholesale pricing options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Night Guard at $49.99 |
| Subscription | Monthly | Hard Surface Night Guard at $79.99 |
| Subscription | Monthly | Gentle Teeth Whitening Foam at $12.99 |
| Subscription | Monthly | Teeth Whitening Gel 3-Pack at $14.99 |
| Subscription | Monthly | CustMbite Sensitive Teeth Whitening Kit at $39.99 |
| One time/ perpetual license | Pay-as-you-go | All-Natural Mouthpiece Cleaner pricing not explicitly stated |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
custmbite product offering
Product offeringCore offering
CustMbite designs and sells FDA-cleared custom-fit dental nightguards for bruxism (teeth grinding/clenching) and at-home teeth whitening kits through a direct-to-consumer Shopify storefront. Products use the patented Vistamaxx thermoplastic material that can be fitted at home via microwave heating in under two minutes, eliminating the need for dentist impressions. The portfolio includes standard and hard-surface nightguards, a sensitive-teeth whitening kit with custom trays, whitening foam and gel refills, and an all-natural oral appliance cleaner.
Product overview
CustMbite is a direct-to-consumer oral healthcare company offering a product portfolio centered on two main categories: nightguards for bruxism/teeth grinding and teeth whitening solutions. The core products include the standard CustMbite Night Guard ($49.99) and Hard Surface Night Guard ($79.99) for varying levels of teeth protection, both using the proprietary Vistamaxx material. The whitening line features the Sensitive Teeth Whitening Kit ($39.99) with custom trays and 16% gel, the Gentle Teeth Whitening Foam ($12.99) with 8% peroxide for sensitive use, and Teeth Whitening Gel refills ($14.99) available in 16%, 22%, and 44% concentrations. An All-Natural Oral Appliance Cleaner ($19.99 regular/$12.99 sale) supports product maintenance. All products are designed to be fitted at home without dentist visits, with the Vistamaxx material being remoldable multiple times. The company operates exclusively through its Shopify e-commerce platform with no public API.
Differentiator
Problem solved
Functional benefit
Brands
- La Mejor Sonrisa: A dental product line created in partnership with the Hispanic Dental Association (HDA). For each night guard purchased, a free dental mouth guard is donated to a member of the Hispanic community.
Products and services
- CustMbite Night Guard Custom-fit dental nightguard for adults with bruxism (teeth grinding/clenching), made from patented Vistamaxx thermoplastic that is fitted at home via microwave heating. FDA-cleared, BPA/latex/PVC/phthalate-free, remoldable multiple times, includes a one-year replacement guarantee, priced at $49.99 (one-time) or $42.49 on subscription.
- CustMbite Hard Surface Night Guard Premium nightguard with a patented hard surface layer designed for heavy grinders, providing the highest level of protection from bruxism while allowing teeth to move freely during sleep. Custom-fitted at home via microwave, priced at $79.99 (one-time) or $67.99 on subscription.
- CustMbite Sensitive Teeth Whitening Kit Dentist-designed at-home teeth whitening kit featuring custom-fit trays and 16% carbamide peroxide gel for sensitive teeth; includes 2 application syringes and 3 trays and lasts approximately 30 days with daily use. Priced at $39.99 (one-time) or $33.99 on subscription.
- Gentle Teeth Whitening Foam 8% carbamide peroxide whitening foam designed for sensitive teeth, usable up to 5 times daily or overnight for up to 8 hours, with a mint-flavored formula. Sold at $12.99 on sale (originally $19.99) or $11.04 on subscription.
- Teeth Whitening Gel (3-Pack) Three-pack of carbamide peroxide whitening gel refills available in 16%, 22%, and 44% concentrations, for use with custom-fit CustMbite whitening trays to address tough stains from wine, coffee, smoking, and other staining substances. Priced at $14.99 (or $12.74 on subscription).
- All-Natural Oral Appliance Cleaner All-natural mouthpiece cleaner formulated with tea tree oil, menthol oil, and distilled water that eliminates 99% of bacteria in 2 hours. Free of alcohol and bleach, vegan, and cruelty-free, and designed for use with retainers and nightguards.
- La Mejor Sonrisa Night Guard CustMbite nightguard offered under the La Mejor Sonrisa sub-brand in partnership with the Hispanic Dental Association (HDA); for every guard purchased, a free dental mouth guard is donated to a Hispanic community member served through HDA programs.
Quantifiable outcome
- Results visible within 7-10 days of daily whitening use
- +4 more outcomes
Companies that use custmbite
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
custmbite technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
custmbite partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Hispanic Dental Association (HDA)coreCustMbite partnered with the Hispanic Dental Association to create the 'La Mejor Sonrisa' (The Best Smile) product line. For every night guard purchased, a free dental mouth guard is donated to a member of the Hispanic community through HDA programs.
- TruemedcoreTruemed partnership enables customers to use HSA (Health Savings Account) or FSA (Flexible Spending Account) funds to purchase the CustMbite Snore Relief Mouthpiece. Customers can save an average of 30% using pre-tax dollars through Truemed's payment option at checkout.
- Coach CalminorCustMbite teams up with Coach Cal (basketball coach) for brand partnerships and visibility.
Scale indicators8 records
Recent moves6 records
Expansion highlights10 records
custmbite competitors and assessment
Company assessmentDirect peers
- DenTek: DenTek is a leading OTC brand of over-the-counter dental care products including nightguards, dental floss picks, and oral pain relief. It competes directly with CustMbite in the consumer nightguard category with similar boil-and-bite and disposable guards sold in mass retail.
- Plackers: Plackers is a major OTC oral care brand known for dental flossers and nightguards sold in drugstores and mass retailers. Its Grind-No-More nightguard line competes with CustMbite in the at-home bruxism/nightguard category.
- Pro Teeth Guard: Pro Teeth Guard sells custom-made dental nightguards via mail-order impression kits and offers direct dentist-supervised nightguards. It competes directly with CustMbite in custom-fit bruxism products but uses a different delivery model (impression kit).
- SmileDirectClub: SmileDirectClub is a leading DTC oral care brand selling teeth aligners, whitening kits, and related products direct to consumers. It overlaps directly with CustMbite's DTC whitening and custom-fit tray positioning and target demographic.
- AuraGlow: AuraGlow is a DTC oral care brand selling at-home LED teeth-whitening kits and whitening pens. It competes directly with CustMbite's whitening line in the at-home whitening category via Amazon and Shopify channels.
- Snow Teeth Whitening: Snow is a DTC premium teeth-whitening brand selling whitening kits, serums, and accessories with strong content-marketing-driven GTM. It competes with CustMbite's whitening line on premium at-home whitening positioning.
Broad incumbents
- Glidewell Dental: Glidewell is the largest dental lab in the U.S. and a major manufacturer of dental prosthetics including nightguards, crowns, and orthodontic appliances. It is a broad incumbent in dental appliance fabrication, comparable to CustMbite's nightguard manufacturing function at much larger scale.
- Colgate-Palmolive: Colgate-Palmolive is a global oral care leader with the Colgate brand (whitening, toothpastes, toothbrushes) and other oral care lines. It is a broad incumbent competitor across whitening and adjacent oral care categories CustMbite serves.
- Crest (P&G): Crest, owned by Procter & Gamble, is the dominant OTC oral care brand offering whitening strips (3D Whitening), toothpastes, and rinses. It is a broad incumbent competitor to CustMbite's whitening products with vastly greater distribution and ad spend.
Emerging players
- Brux Night Guard: Brux is a direct-to-consumer custom-fit nightguard brand offering boil-and-bite guards and impression-based custom nightguards. It is an emerging player in the same at-home nightguard category as CustMbite.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
custmbite social profiles
Digital presencecustmbite compliance and trust
Trust signalCompliance1 record
custmbite financial estimates
Financial estimateRevenue estimate
Valuation estimate
custmbite leadership team
Management profileNumber of profiles
Profiles1 record
custmbite funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
custmbite 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 custmbite
What does custmbite do?
CustMbite designs and sells FDA-cleared custom-fit dental nightguards for bruxism (teeth grinding/clenching) and at-home teeth whitening kits through a direct-to-consumer Shopify storefront. Products use the patented Vistamaxx thermoplastic material that can be fitted at home via microwave heating in under two minutes, eliminating the need for dentist impressions. The portfolio includes standard and hard-surface nightguards, a sensitive-teeth whitening kit with custom trays, whitening foam and gel refills, and an all-natural oral appliance cleaner.
Is custmbite a public or private company?
custmbite is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was custmbite founded?
custmbite was founded in 2004. It employs 1 to 10 people.
Where is custmbite based?
custmbite is headquartered in Louisville, United States, in the North America region.
How does custmbite make money?
Four revenue lines are on record. Product Sales - Nightguards are the primary driver. The others are product Sales - Whitening, product Sales - Oral Care and wholesale/B2B.
Who are custmbite's main competitors?
Direct peers on record are DenTek, Plackers, Pro Teeth Guard, SmileDirectClub, AuraGlow and Snow Teeth Whitening. Broad incumbents are Glidewell Dental, Colgate-Palmolive and Crest (P&G). Brux Night Guard is listed as an emerging player.
Does custmbite have an API?
No public API is recorded for custmbite.
What industry is custmbite in?
custmbite's product category is Oral Care Products. Its primary akta.pro industry code is HLABAJAI, Occlusal Splints, Night Guards & Mouthguards Fabrication, with a secondary code of HLABAAAC, Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding). Its NAICS code is 339114 and its SIC code is 3843.