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The Top 10 Fastest-growing DTC Toothpaste Brands

The e-commerce landscape has rapidly grown and brand distribution channels are evolving. 

More direct-to-consumer (DTC) brands have formed and are taking advantage of the ever-growing customer base making purchases and transactions online.

Successful DTC brands capitalize on at-home shoppers by being seen as reliable and trustworthy in the eyes of the consumer. They are the brands sending personalized emails, using unique Instagrammable packaging, and providing excellent customer service. 

While it might be surprising that many toothpaste brands are expanding into the DTC market, there are many that are showing their novelty, sustainability, and performance are just as good, if not better, than store-bought brands. Plus, consumers don’t have to leave their homes.

Let’s look at 10 of the fastest-growing DTC toothpaste brands using data-backed insights from, the leading ecommerce intelligence platform. This list was formulated using Charm’s Growth score ™— a multi-dimensional scoring algorithm that is indicative of a brand’s performance over time

10 Fastest-growing DTC Toothpaste Brands

1. Perfora

Practical, promising, and precisely designed to elevate your everyday oral care. Perfora is an innovative brand with toothbrushes, toothpaste, and mouthwash products that make oral care easy, inviting, and enjoyable. 1% of their total revenue will be directed towards organizations working on preserving and restoring the environment.

2. Risewell

Risewell is a natural toothpaste made with naturally-derived hydroxyapatite, a mineral that makes up 90% of our tooth enamel and has been proven to strengthen and protect teeth without fluoride. Free of Fluoride, SLS and sulfate, parabens, and no artificial colors, flavors, or preservatives. Products include toothpaste for children and adults, floss, and mouthwash.

3. Colgate

Committed to taking care of healthy smiles for over 145 years, Colgate champions optimism and changing the world for the better. They are an American brand used for oral hygiene products including toothpaste, toothbrushes, mouthwashes, and dental floss.

4. Twice

Twice combines cutting-edge science and clean ingredients to create a holistic oral health system that balances your mouth, body, and soul. Products are formulated with high-performing clean ingredients and backed by proven science — good for you and trusted by experts. Vegan, cruelty-free, and Leaping Bunny certified.

5. Moon Oral Care

Created by Shaun Neff, Moon Oral Care transforms the oral care experience with better design and better-for-you ingredients. Their signature product is the Teeth Whitening Pen whichinstantly brightens teeth and whitens them over time. Moon products are 100% vegan and contain peroxide, except for their fluoride-free toothpaste products and accessories.

6. Bite Toothpaste Bits

Bite Toothpaste Bits believes that brighter smiles don’t need to come at the expense of people’s bodies or the environment and the small changes made together can add up to something big.

They use only recyclable, biodegradable, or compostable materials in order to protect the Earth. They do not use cheap fillers, harsh chemicals, or artificial dyes and flavors in any of their products.

7. Sensodyne

The number 1 dentist-recommended toothpaste brand for sensitive teeth. Sensodyne offers a wide range of products that, with twice-daily brushing, provide lasting relief for sensitive teeth. Other benefits include whitening, gum protection, and fresher breath.

8. Dr. Jen Natural

Created by highly trained and experienced dental professional Dr. Jennifer Eisenhuth, Dr. Jen Natural is a natural toothpaste using clinically proven ingredients to strengthen teeth. Products have clinically proven protection, 100% safe and natural ingredients, and nano-hydroxyapatite. They are also dentist-developed and approved, made in the USA, and gluten-free.

9. Better & Better

Creating products that are better for you and for the planet, Better & Better creates products that are simple, pure, and organic. Better is premium cleaning, whitening and freshening with bone-strengthening, immunity-supporting, and energy-boosting ingredients, including vitamins D3 and B12. For every subscription purchased, they plant a tree through One Tree Planted.

10. Lumineux Oral Essentials

Lumineux Oral Essentials is a dentist-formulated and certified non-toxic oral care brand that delivers visible long-term oral health benefits. Their oral care products are designed to address every dental need. Lumineux is the first ever dentist-formulated, naturally derived, clinically tested, and certified non-toxic oral care company in the world.

Do you want even more information about these brands and other DTC toothpaste brands? 

Sign up for a free account and you’ll have access to, the premier ecommerce intelligence platform that tracks 160+ metrics across over 4 million DTC brands.

And while you do, make sure to sign up for our monthly Charm webinar to hear from our Customer Success Managers about how to use Charm to grow your business even more.

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