Craig Dubitsky—a successful entrepreneur who co-founded Eos Products and was an early investor in Method cleaning products—is now tapping into the $40 billion dollar global oral category with his toothpaste brand, Hello Products.
The NJ-based business currently ranks number two in natural oral care, behind the number -one position holder, Tom’s of Maine. And while toothpaste behemoths Crest, Colgate, and Sensodyne still reign supreme, Dubitsky’s goofy and approachable company is a fresh force to be reckoned with.
“Old market, new brand. The idea was to take a commodity and turn it into something desirable,” Dubitsky shares with Forbes. He accomplished this by making a point to remove problematic ingredients such as tricolsan—an antibacterial chemical that had been banned from soaps by the FDA— as well as dyes, artificial flavors, microbeads, parabens, and gluten. Yet unlike many entrepreneurs who create organic or natural formulations, Dubitsky did not want to be expensive and target a millennial-only audience.
Hello’s toothpastes are effective, delicious, are for both adults and children, and have minimalist and beautiful packaging. Thus, it comes as no surprise that Dubitsky expects company revenue to top $20 million this year.
To read more about how one entrepreneur built a fresh $20 million brand that is taking on the toothpaste giants, go to Forbes.
Photo: HelloProducts via Facebook