Boka Hit $100M Run Rate by Treating Toothpaste Like Skincare

Quick Facts

Boka grew from under $10M in 2022 revenue to a $100M+ annual run rate by mid-2026.
The brand became the No. 1 toothpaste on Amazon in 2024, outselling Crest and Colgate.
Boka posted 549% wholesale growth in 2025 after launching into Target and Walmart.

Oral care brand Boka turned a fluoride-free toothpaste into a $100 million-plus business by borrowing tactics from the skincare industry. The brand, founded in 2016, leapfrogged from less than $10 million in 2022 revenue to over $50 million in 2024. In the past year alone, it hit a run rate exceeding $100 million.

The company projects more than 120% year-over-year sales growth across all channels in 2025. That includes 37% direct-to-consumer growth, 67% growth on Amazon, and 549% wholesale growth driven by new distribution at Target and Walmart.

The Amazon Turning Point

Boka’s current owner, Essor Group, made Amazon the first priority after acquiring the brand. The strategy covered pricing, advertising, and on-platform brand marketing. In 2024, Boka became the top-selling toothpaste on Amazon, beating Crest and Colgate. It also holds the top spot for kids’ toothpaste on the platform.

“The real acceleration that led to this retail expansion was our Amazon business,” said Kinsey Butler, Senior Director of Brand Marketing at Boka. Hitting No. 1 on Amazon forced the team to scale operations fast to meet volume demand, which then positioned the brand for major retail conversations.

Boka now holds 4.6 stars from more than 950,000 customers on Amazon.

Beauty Tactics in a Legacy Category

Boka’s General Manager Sarah Mountcastle Mitchell frames the brand’s position this way: “Oral care is a category that has a lot of very big legacy players, but there’s an opportunity to think about oral care in more of the beauty sense.”

The brand uses skincare-adjacent ingredients including niacinamide, vitamin C, hyaluronic acid, and probiotics. Its toothpaste flavors, such as Coco Ginger, Lemon Lavender, and Cherry Blossom, read closer to fragrance than dental products. Packaging lists flavor descriptors with top notes and bottom notes, a convention borrowed from perfumery.

Boka’s hero ingredient is nano-hydroxyapatite, a fluoride alternative originally developed for NASA in the 1970s. The compound has gained traction among consumers avoiding fluoride due to allergies, pregnancy concerns, or health preferences. Los Angeles dentist Dr. Jon Marashi called the ingredient “promising” and said it “will gain popularity for mainstream use” given growing consumer demand for fluoride-free options.

Retail Rollout Sequence

Boka began as a direct-to-consumer brand before moving into Erewhon and CVS. In 2023, it launched in 800 Ulta Beauty locations with exclusivity through year-end. Target followed in March 2025, placing Boka’s Ela Mint and Whitening toothpastes in more than 1,000 stores. Walmart came next.

Retail year-over-year growth hit 481% in 2025. The company forecasts 305% retail growth in 2026.

Mitchell credits three pillars for the sales trajectory: distinct products and branding, packaging design and customer experience, and broad distribution. The Amazon business validated demand at scale before Boka walked into big-box buyers.

Influencer Strategy

Boka pairs dental professionals with beauty creators in its influencer mix. Dentist and dental hygienist content drives conversion. Beauty creator content drives reach. The dual approach has become standard for the premium oral care segment, used by competitors Snow and HiSmile as well.

Essor Group, formerly known as Heyday after merging with Branded, owns Boka alongside ZitSticka, FreshCap, Viking Revolution, and Iron Flask. The company has raised $240 million in funding from backers including Khosla Ventures, General Catalyst, and BlackRock.