Orabrush makes a low-cost tongue scraper (tongue brush) and built its business by creating viral YouTube content. The company sold about one million tongue brushes last year at a few dollars each and its YouTube channel has about 33 million views. It has translated online popularity into retail distribution—40 retailers across five countries, Boots in the UK, and Walmart carrying the product in 14 Utah stores where it outsells other toothbrushes. Orabrush also launched a "Bad Breath Detector" iPhone app with roughly 250,000 downloads. Management, including CEO Jeff Davis (joined 2010), says the next challenge is converting eyeballs into a larger revenue stream and exploring whether the social-video approach can be applied to other oral-care products. Google has invited the company to Mountain View to study its approach, underscoring outside interest in its social-media-driven marketing model.

Total raised

$3M

Funding rounds

1

Latest round

Equity

Latest activity

Feb 2011