The DTC toothcare ecomm is fully customizable to each individual customer's needs—and even pairs with Sonicare brushes to enable greater compatibility with consumers' routines

Direct-to-consumer and digitally native players continue to enter the personal care and consumer packaged goods spaces, challenging major conglomerates with lower prices, higher quality and a millennial-minded aesthetic. Newest to the oral care game is Shyn, a direct-to-consumer electric toothbrush and subscription replenishment service. With multiple brush head options and an assortment of accessories including flossers and toothpaste, the brand's subscriptions are customizable to each individual's needs.

“The benefit of a subscription model,” Shyn CEO Bob Holden told PSFK, “is that we’re in direct and constant contact with our customers and are well positioned to rapidly iterate our online experience and quickly expand our portfolio with products that we know address our customers’ real-time needs.”

Shyn.

Along with traditional and social marketing efforts, Shyn has adopted an interesting customer acquisition model in making its brush heads compatible with existing Sonicare toothbrushes—the base for which runs at near twice the price. New customers can simply sign up for recurring brush head delivery, which beats many existing electric toothbrush heads in both price and delivery convenience. A partnership with Rembrandt, a higher-end oral care brand, adds an  element of luxury to the Shyn ecosystem.

Though the toothbrush and its accessories are currently only available directly through the brand's own site, it is looking into possibilities of working with third party retail partners like Amazon. But brick and mortar isn't out of the question: “In the future,” Holden says, “I imagine leveraging an offline retail presence to further expand the reach of our brand.”

Shyn


Lead image: Shyn

Direct-to-consumer and digitally native players continue to enter the personal care and consumer packaged goods spaces, challenging major conglomerates with lower prices, higher quality and a millennial-minded aesthetic. Newest to the oral care game is Shyn, a direct-to-consumer electric toothbrush and subscription replenishment service. With multiple brush head options and an assortment of accessories including flossers and toothpaste, the brand's subscriptions are customizable to each individual's needs.