The global oral care market has been dominated by the top-5 world players for a long time. But, increasing public and regulatory pressure on sustainability and health is now forcing them to adapt. However, the lack of a sustainable mindset and slow adaptability leaves room for new entrants due to the relatively low entry barriers in this market and increasingly efficient (online) marketing tools; so smaller and more sustainable regional players can disrupt the market.

Smyle provides a high-quality toothpaste alternative that revolutionises oral care. The company has developed toothpaste tablets made with natural ingredients that offer a convenient and sustainable solution for maintaining oral hygiene. The products are designed to provide the same effectiveness as traditional toothpaste while reducing plastic waste and environmental impact. By focusing on quality, sustainability, and customer satisfaction, the aim is to disrupt the oral care market and promote a healthier planet.