Case Study: SuperTeeth – The Oral Microbiome Brand Built by a Mother, a Dentist, and a Need for Change

Case Study: SuperTeeth – The Oral Microbiome Brand Built by a Mother, a Dentist, and a Need for Change

As a Fractional CMO, I’m constantly drawn to brands that identify overlooked gaps in health—and build category-defining solutions around them.

SuperTeeth is one of the most compelling examples in the oral care space.

Founded by Katherine, her husband Cameron, and Cameron’s father—a dentist with over 40 years of experience—SuperTeeth was born out of necessity.

After giving birth, Katherine experienced rapid dental decline: constant cavities, gum sensitivity, and zero relief from traditional or natural products.

It wasn’t until her own gut health crisis led her to learn about the microbiome that the idea clicked: what if her mouth needed probiotics too?

Together, they uncovered a simple but forgotten truth: the oral microbiome is just as vital as the gut—and most products ignore it.

Positioning

SuperTeeth positions itself as a microbiome-first oral health company. Rather than focusing on whitening, minty freshness, or enamel coating, the brand focuses on root-cause healing through bacterial balance.

It reframes oral care as an essential pillar of full-body wellness—backed by science, born from necessity, and made safe for the whole family.

Strategy Breakdown

1. Founder-Led Origin StorySuperTeeth leads with a deeply personal narrative—an authentic, relatable story that resonates with mothers, wellness seekers, and frustrated patients. Katherine’s transformation makes the brand feel human, not corporate.

2. Science-Backed Formulas with Clinical StrainsSuperTeeth’s flagship dental probiotic features three strains clinically proven to support oral health:

• Lactobacillus reuteri

• Lactobacillus paracasei

• Streptococcus salivarius M18

These strains help rebalance the oral microbiome, reducing cavities, gum disease, and bad breath naturally.

3. Beyond Probiotics: A Complete, Non-Toxic SystemSuperTeeth goes beyond one hero SKU. Their product range includes:

• Mineral-rich toothpaste (fluoride-free)

• Prebiotic floss

• Soft, microbiome-friendly flossers

• Targeted dental probiotics for kids and adults

4. Consumer Education at the CoreRather than competing on shelf space, SuperTeeth educates—through storytelling, microbiome science, and approachable content. They build trust by making the science digestible.

Creative Approach

SuperTeeth’s creative voice is nurturing, transparent, and personal. Its visuals blend clinical trust with family-first wellness branding.

Marketing pillars include:

• Founder-led storytelling and video content

• Microbiome education simplified through diagrams and infographics

• Product visuals that focus on safety, simplicity, and efficacy

• Testimonials that highlight real transformation (especially from parents and dentists)

Strengths

• Clear founder story with emotional and scientific credibility

• Unique positioning focused on the oral microbiome (not just gut health)

• Clinically-backed ingredients in every formula

• Safe for the whole family, including children

• Expanding DTC presence and growing visibility in the integrative health space

Challenges

• Educating mainstream consumers on oral dysbiosis

• Overcoming fluoride-dependency mindset among dentists and patients

• Competing in a low-trust category with greenwashed “natural” brands

Opportunities

• Position SuperTeeth as a bridge between dental care and systemic health

• Build subscription offerings around probiotic routines for kids and adults

• Partner with integrative dentists, pediatricians, and functional medicine clinics

• Expand into retail via wellness-forward platforms (Erewhon, Thrive Market, etc.)

Lessons for Other Brands

• A powerful origin story can do more than data to earn trust

• Don’t fix symptoms—solve the root cause and own the category

• When launching a new category (oral probiotics), education is the strongest lever

• Family-first wellness isn’t about cutting corners—it’s about building better systems

SuperTeeth didn’t set out to be a brand. It started with a mother, a dentist, and a shared question: what if cavities weren’t inevitable? Today, it’s leading a new era in oral health—one that starts with balance, not fluoride.