Ordo is redefining the oral care category, aiming to disrupt the market dominated by major brands like Oral-B and Philips. The U.K. brand has made significant strides in the U.S. mass merchant and drug chain markets, introducing an affordable range of sonic and electric toothbrushes, water flossers, toothpaste, and mouthwash. Their recent U.S. expansion into Walmart has contributed to a remarkable 250% year-over-year growth since its launch in 2019, particularly targeting the under-tapped kids’, tweens’, and teens’ oral care markets. Barty Walsh, Founder and CEO, emphasizes the importance of accessibility in oral care, recognizing that proper hygiene can reverse many dental health issues, which drives Ordo's mission to provide effective products at affordable prices.
With a unique approach, Ordo stresses the simplicity of good oral hygiene: brush for two minutes, twice a day. This has led to the creation of products that combine effective cleaning with affordability. Ordo also collaborates with Squishmallows to attract younger consumers, adding emotional appeal to its products. As it enters the U.S. market, Ordo is committed to sustainability by offering recyclable packaging and a closed-loop recycling system for its brush heads. With ambitious goals to capture 10% of the kids' market in its first year and plans for further collaborations, Ordo is positioning itself as a strong competitor in a largely monopolized industry.