Swiss-founded oral care startup oiwhite has successfully secured a $939,510 pre-seed funding round to innovate the Brazilian market. Launched in August 2024 by David Wiprächtiger and Luca Ernst, the company offers professional-quality at-home dental treatments. This new investment brings their total capital raised to $1.2 million, positioning them for significant expansion.
A Fresh Approach to a Traditional Market
The Brazilian oral care market, valued at over $1.5 billion, has long been characterized by clinical products and a lack of consumer-focused innovation. Co-founder Luca Ernst states the company's mission is to do for smiles what the skincare industry did for skin. This vision aims to transform oral hygiene into an aesthetic ritual, filling a gap left by traditional brands.
Founders David Wiprächtiger and Luca Ernst identified this opportunity through their backgrounds in Swiss finance. Their analysis revealed a lack of vibrant, youth-focused brands in Brazil's oral care sector. They decided to build a brand deeply connected with local culture, aiming to become the "Sallve of oral care."
Science-Backed, Consumer-Friendly Formulations
Oiwhite's core innovation lies in its use of PAP (phthalimidoperoxycaproic acid) for teeth whitening, a gentler alternative to traditional peroxide. This ingredient effectively whitens teeth without causing the sensitivity often associated with other treatments. The formulas are also enhanced with hydroxyapatite, a mineral that helps remineralize and strengthen tooth enamel.
To build consumer confidence, all oiwhite products are certified by Anvisa, Brazil's national health surveillance agency. The company leverages Swiss dental expertise, with family members in the profession contributing to formula development. This combination of scientific credibility and modern branding is central to their strategy of creating a trustworthy product.
Strategic Growth Through Digital and Retail Channels
The company has established a strong digital footprint, particularly on TikTok, where it was a pilot brand for the launch of TikTok Shop in Brazil. This platform has become a primary sales driver, with the company reporting a 60% month-over-month sales increase. This success highlights the power of social commerce in reaching their target Gen Z audience.
Alongside its online success, oiwhite is pursuing an aggressive physical retail expansion to ensure widespread accessibility. Its products are already available in chains like Panvel, Drogaria Loretta, and Carrefour. The startup is also in advanced negotiations with other large networks, including DPSP and Pague Menos, to scale its presence.
Fueling Future Expansion and Innovation
The newly acquired $939,510 will be strategically allocated to accelerate direct-to-consumer channels, amplify marketing, and expand the product portfolio. This capital injection is critical for solidifying the brand's market position and fueling its next growth phase. The investment underscores confidence in oiwhite's disruptive potential in the oral care space.
A key part of this expansion is the planned launch of a new toothpaste line on January 5, 2026. Moving beyond traditional mint, the company will introduce unique Brazilian-inspired flavors such as dulce de leche, mango, and coco. This innovative approach is designed to attract consumers seeking a more enjoyable daily routine.
With its recent $939,510 in funding, oiwhite is poised to make a significant impact on Brazil's established oral care industry. By combining Swiss dental science with a consumer-centric brand identity, the company is capturing the attention of a new generation. Their strategic focus on innovation and a hybrid sales model positions them to redefine oral hygiene as an essential part of the modern beauty regimen.