Welcoming Orabrush to the True Family

We are thrilled to announce our recent investment in Orabrush, the patented tongue cleaner, that aims to cure the world of bad breath.

Like most things the Orabrush team does, the funding announment has taken the web by storm. Sometimes it can be a little lonely being a “non-lemming” venture investor, but we love this team, not only for their marketing prowess, but even moreso for the quality of the company they are building.  This is disruptive in a big and meaningful way, and we’re thrilled to welcome Jeff, Jeffrey, Dr. Bob, and the Orabrush team (not least of whom is Morgan) to the True portfolio.

Orabrush is not simply a tongue brush company, but it is a social media marketing phenomenon. The company’s innovative videos have garnered over 34 million views alone, and they now own the world’s second most subscribed sponsor channel on YouTube (ahead of Apple and Nintendo).   Their patented tongue cleaner has been sold in over 114 countries through both the Internet and over 40 retailers, including Walmart.

The Orabrush story is remarkable and is a testament to the changing commerce landscape.  Just as companies like Groupon and Gilt have disrupted traditional markets, so too is Orabrush reinventing the way CPG products are sold.  This is social media meets CPG in a way that is never been done before.  It is also yet another example of power of the physical web, in which bits can literally move atoms at internet scale.

Congrats again to the talented Orabrush team which brings together deep experience from the CPG world combined with cutting edge thinking from the social media world.  We look forward to not only curing the world of bad breath, but also to disrupting an entire industry.

You can see the TechCrunch article here, the story of Orabrush here, the press release announcing True’s investment here, and you can watch Orabrush’s own unconventional funding announcement below.

http://www.youtube.com/watch?v=M92RA7lPTZo