Evenmouth, an oral care brand launching today, is betting that the future of both oral and overall health lies in a balanced oral microbiome.
Founded by dentist Eve Lofthus, Evenmouth distinguishes itself in a crowded oral care market with a clinical edge, prioritizing functional biology and proprietary intellectual property. The approach mirrors the trajectory seen in the gut health and metabolic wellness spaces, where consumers have become accustomed to sophisticated, science-backed rituals that promise systemic benefits beyond simple hygiene.
S. dentisani 7746 is at the heart of Evenmouth’s approach. It’s a patented oral probiotic strain backed by more than a decade of research, including more than 10 clinical studies and publications, and designed to promote beneficial bacteria while suppressing harmful microbes. Sold on its website and Amazon, Evenmouth’s debut products are the $18 DuoBiotic Toothpaste and $30 MultiBiotic Dental Drops.
DuoBiotic Toothpaste’s formulation marks a departure from standard toothpaste by aiming to support beneficial bacteria rather than simply eliminate microbes indiscriminately. It pairs S. dentisani 7746 with 1.5% L-arginine, a prebiotic designed to nourish beneficial bacteria and maintain a balanced pH. The MultiBiotic Dental Drops, intended for nightly use by applying a few drops to the tongue after brushing, contain a blend of three proprietary probiotic strains, extending microbiome support beyond the two-minute brushing window into the night.
Evenmouth is launching as research and consumer awareness of the links between the oral microbiome and broader aspects of health, including gut, cardiovascular, cognitive and immune health, become more widespread. As those connections become better understood, oral care is being viewed as part of the broader preventive health movement rather than simply a hygiene routine.
By zeroing in on the oral microbiome, Evenmouth is attempting to do for the mouth what brands like Seed and Pendulum did for gut health: turn an overlooked area of wellness into a science-backed consumer category. The premise is that as dentistry continues to shift from a reactive model to one centered on prevention and maintenance, consumers will become more receptive to products designed to cultivate beneficial bacteria rather than simply eliminate harmful microbes.
Oral care is among the consumer packaged goods categories being reinvented by an influx of elevated, better-for-you challenger brands. A wave of disruptor brands including Akla, Arame, Boka, Risewell, Bite, Parla, Perlae, Superteeth, Zebra and chic French newcomer Bastet is seeking to wrest market share from entrenched leaders Colgate and Crest, which together command about two-thirds of the American toothpaste market. Several of them have centered their value proposition on avoiding ingredients such as sulfates, artificial dyes and fluoride.
Evenmouth is launching with a fluoride-free toothpaste featuring hydroxyapatite, but plans to introduce a fluoride version later this year. Lofthus is firmly pro-fluoride and notes that many modern toothpaste brands avoid the ingredient in part because of the cost of bringing an over-the-counter product to market, which she estimates exceeds $100,000.
She says, “We are very clear on the science. We allow the customers to choose which they want [fluoride or fluoride-free], but we are very different in the fact that we will have fluoride, and we will not educate that that’s a bad thing.”
The brand also joins a growing cadre of companies expanding oral care beyond traditional toothpaste, mouthwash and floss. Ayurveda-inspired Köppen sells lip balm and remineralizing breath mints. TikTok sensation Nathan & Sons counts Underbrush remineralizing gum among its most popular products and also offers Pearl Powder tooth scrub and Pearl Serum. Selahatin sells a vitamin-infused mouth spray, Loob offers a “mouth lubricant” to combat dry mouth, particularly among GLP-1 users, Emra makes a tooth foam and tongue gel, and Smile Plus sells a Zyn-style pouch with teeth-whitening benefits.
Lofthus worked on Evenmouth for years on nights and weekends while practicing as a full-time dentist. She initiated an undisclosed pre-seed round she describes as “small” to bring Evenmouth to market. Evenmouth’s clinical pedigree has captured the interest of investors. According to Lofthus, executives from Colgate-Palmolive and AG1, along with scientists from the American Dental Association and the Forsyth Institute, have backed the brand.
