DenTek expands portfolio via acquisition

MARYVILLE, Tenn. — Oral care company DenTek has announced the acquisition of Orabrush, a tongue cleaner brand.



Financial terms of the deal were not disclosed.



DenTek has acquired all of the assets and intellectual property of the Orabrush brand, including the Orabrush Tongue Cleaner, Orabrush Tongue Foam and Orabrush LiquiGel. In addition, DenTek will partner with Molio, a video marketing ad technology company founded by former Orabrush executives, to continue building the Orabrush brand on YouTube and other social media sites.



Using its 30-plus years of experience developing innovative oral care products, DenTek will promote the Orabrush products in conjunction with its suite of products, which include floss picks, interdental brush cleaners, dental guards for nighttime teeth grinding, dental picks/scalers and tongue cleaners. DenTek also plans to leverage its existing retail partnerships to accelerate retail expansion of the Orabrush products beyond their current availability in more than 30,000 stores worldwide.



“We are thrilled to welcome Orabrush to our family of innovative oral care products,” said David Fox, president and CEO of DenTek. “Orabrush has a strong patent portfolio, a proven marketing model and outstanding products that will further strengthen the DenTek family of brands. We look forward to growing and expanding the Orabrush brand, and leveraging the digital video marketing expertise of the Molio team to make these products indispensable to the daily oral care routine.”



Molio will continue to run the video marketing business for the Orabrush brand, using the same YouTube marketing model that propelled Orabrush into the spotlight with more than 44 million YouTube channel views. Using its proprietary software platform and advertising service, Molio will help DenTek create, optimize and deliver video content to the right target audience.



“There is no better home for Orabrush than with the leader in the interdental category,” said Jeff Davis, president and CEO of Orabrush and newly appointed CEO of Molio. “This acquisition is the culmination of our team’s tireless efforts to build a brand in a truly new and disruptive way. We are excited about the synergies that can be realized as DenTek takes the beloved Orabrush brand to the next level by leveraging the Molio model.”