Throughout my life, dentists and dental hygienists have consistently reminded me of the importance of flossing. However, it wasn’t until I had the opportunity to interview a startup founder and try out an innovative product that I truly considered changing my flossing habits.
“You’re not alone,” stated Brynn MacLennan, co-founder and CEO of Slate, a company based in Spokane, Washington that specializes in electric flossers. “Most people either do not floss at all or do it incorrectly. That’s why we created our product.”
MacLennan, with a background in product design, co-founded Slate with her ex-husband Danny Snyder, a dentist and aspiring inventor. The duo began working on Slate in 2019, obtained a patent in 2020, launched a successful Kickstarter campaign in 2021, and started selling their product in November 2022. By 2023, Slate had generated $1 million in sales.
Having previously secured $800,000 in seed funding, Slate recently raised an additional $1.75 million in a second seed round, as reported in an SEC filing.
Upon initial testing, 95% of hygienists and 74% of dentists who received Slate flossers responded positively, recommending the product to their patients and praising its effectiveness in stimulating gums.
The Slate flosser resembles an electric toothbrush, with a vibrating floss head that features unique “Gum Sweeps.” These triangular brushes, patented by Slate, are designed to reach areas where gums and teeth meet, providing a gentle massage and disrupting plaque with sonic vibrations.
As a user of both Sonicare and traditional flossing methods, I found the Slate flosser to be a more convenient alternative to manual flossing. The Gum Sweeps effectively reached between my teeth and along the gum line without causing discomfort or bleeding, unlike traditional flossing methods.
Slate recommends changing floss heads weekly, with the reverse side of the head serving as a tongue scraper for added oral hygiene benefits.
During a dental checkup, my hygienist expressed interest in the Slate flosser, acknowledging its appeal and ease of use. While she noted that manual flossing may be more effective in removing plaque, she recognized the value of the Slate flosser in reaching contact points between teeth.
Looking ahead, MacLennan envisions incorporating software features into the flosser to enhance its functionality, potentially integrating data sharing capabilities with wearable devices like the Apple Watch or Oura Ring.
The Slate flosser is priced at $119, with a box of 20 floss heads available for $25. The product can be purchased directly, on Amazon, and through select dental offices. In comparison, a three-pack of Oral-B Glide Deep Clean Cool Mint Dental Floss retails for $10 at Walmart.
MacLennan anticipates a price increase for the Slate flosser due to tariff policies, and she hinted at an upcoming partnership with a popular retailer, further expanding the availability of the product.
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