Oral hygiene is a tough gig—not unlike owning a funeral home or selling tampons. If you’re a dentist, you’re not a “real” doctor. No one really likes you, especially kids. On the product and marketing side it’s an even tougher sell. I don’t know anyone who’s getting pumped to save up for floss and a root canal.

Which is precisely why oral care has been an industry ripe for disruption for decades. On top of the obvious image and excitement barriers, the space has been owned by a few big corporate players like Procter & Gamble for a generation, whose greatest achievement in general has been a lack of innovation. The big leaps forward in my lifetime have included mind-benders like curved toothbrushes and flavored mouthwash, while we’ve simultaneously experienced fundamental transformation in almost every other segment of the economy.

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Shared from: Forbes