Interdental brushes are designed to clean hard-to-reach pieces of food and plaque between teeth. The product is growing in popularity because, according to the National Center for Biotechnology information, using an interdental brush is more effective than flossing.
An increasing variety of interdental brushes (eco-friendly, automatic, etc.) and the rising number of DTC dental care startups is also driving this product’s recent growth.
For example, a popular pack of interdental brushes brings in approximately $50K/month on Amazon.
Interdental brushes are part of the DTC Oral Care meta trend.
61% of adults have “dental fear”, meaning that they try to avoid the dentist even when they need to see one.
And a growing number of these dentist-fearing consumers are turning to DTC oral care products.
While people still buy toothpaste (and other similar necessities) at brick and mortar stores, they’re increasingly shopping for more advanced oral care products (teeth aligners, electrical brushes, teeth whitening solutions, etc.) online.
In fact, the DTC channel for advanced oral care products is gaining so much traction that established brands like Colgate are launching their own DTC toothbrush lines.
Examples of trending DTC oral care startups include:
- Toothsi is an at-home teeth alignment service. The company has 55k customers.
- RiseWell sells all-natural oral care products containing Hydroxyapatite (the main component of tooth enamel).