Quick analysis of the Oral Care sector, its current state and what you should expect from new products. A few battles are currently fought. The main one focuses on clinical efficacy and health. Some others are about usability, data collection and revenue models. As users, should we give priority to newcomers or should we favor more traditional players such as Oral-B or Philips? If you read until the end, you will even get a hint of what we are brewing at Prodontis.😉 (French version here)

Innovations in the Oral Care sector
These past decades, we’ve only seen a few disrupting innovations that manage to convince customers. The electric toothbrush — 60 year-old — which came with its rotary oscillating version and its sonic version was the main one.

Because it requires great knowledge, talent and money, the critical battle for effectiveness, in other words “plaque removal”, is only fought by a few like Oral-B, Sonicare or Emmi-dent with more or less success.
In parallel to those researches, the spread of complementary solutions such as flossing, interdental brushes or water jets, significantly improved our daily cleaning, while making it a little more tedious.
Today, most innovations going to market are cleverly focusing on design, marketing (positioning, chanels), new business models (subscription, delivery…) or data collection rather than “plaque removal” only. Among these innovators: Quip, Bogobrush, Goby, Foreo, Boie, Amabrush, Blizzident and many others.
Ask for proof before buying
We are all incredibly excited to witness the birth of more innovation in the space. It shows how great the momentum is right now. We now seem ready to finally tackle that major issue of oral care, that was too often neglected — incredibly high prevalence of periodontal diseases (80% for gingivitis in the US and in the EU), overall impact on health and personal finances.

However, a fair warning is needed. Oral hygiene remains a major public health issue because most of us don’t succeed in having an appropriate brushing. On average, we remove 30% of dental plaque using a manual toothbrush with soft bristles. This is not satisfactory at all, agreed, but it remains one of the best solutions for now. As a consequence, our recommendation is twofold:
1. Run away as fast as you can from any sexy, well-marketed new technology that shows no clinical tests or never mentions plaque removal. This is a basic rule of thumb that will help protect your health and make you save money. In this logic, be thoughtful about said innovations that could turn out risky and ask for clinical trials before committing.
2. In the absence of proof, favor more traditional solutions (for instance a manual or electric toothbrush with soft bristles, interdental brushes or floss and a water jet) and work on your tooth brushing style. It requires some practice but you will have the best results.
You can consume a bit differently by choosing brands such as Quip which will send your toothbrush directly to your home, or Bogobrush that has an eco-friendly and social approach.
You can also choose more elaborate solutions such as the Philips Sonicare electric toothbrush to get a superior user experience without giving up on brushing quality. But here again, be conscientious and patient to optimize plaque removal. This should remain your number one priority.
Prodontis in a nutshell
Prodontis is a code name and an elite unit of the dental sector. That dream team, which I have the pleasure to orchestrate, currently flying under the radar. We came together around a fascinating challenge, never taken up before:
“Never worry about oral hygiene again.”
More exactly, we’ve developed a daily cleaning solution which efficiency does not depend on users’ ability anymore, but which adapts perfectly to everyone.
Today, the Oral Care market offers great products. Rightly used, they may ensure a perfect oral hygiene. But effectively, they require dexterity, skill, discipline and consistency. Hence, a majority of us is at some point affected by dental issues that get worse with time. This must change!
Unveiling a new era for Oral Care
We’ve obtained amazing, never heard of results out of our research. We are eager to share that enthusiasm and impact oral hygiene for good. We will soon announce a date and time for the unveiling, but we want it to be perfect! Until then, you will have to wait. To get updated, you can share your email address on prodontis.com… A change is gonna come!

Hugo with❤, Prodontis Team
CEO of Prodontis & Impact Entrepreneur
