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Do you know about oil pulling (Oil Pulling)?？
Simply put, this is a traditional oral cleaning method originating from Indian Ayurveda—swishing coconut oil or sesame oil in the mouth for 10 to 20 minutes, which is said to help clean teeth and freshen breath.
On Tuke TikTok in the US, this "wellness remedy" has become quite popular, and the most successful brand to capitalize on this trend isGuruNanda.
Image source: Internet
GuruNanda is a brand focused on Ayurvedic oral care, featuring products such as coconut mint oil pulling oil, whitening strips, and mouthwash. Its oil pulling products have long dominated the top sales of oral care on Tuke TikTok US.
The brand's performance on Tuke TikTok Shop is very impressive: According to the latest data as of May 2026, the store's monthly sales exceed$1.3257 million; so far, the brand's total sales on the Tuke TikTok platform haveexceeded $69.81 million, with a cumulative total sales volume as high as5.7738 million units.
Today, let's take a closer look at this brand~
Image source:Tuke TikTok Shop
From near shutdown to Tuke TikTok sensation
GuruNanda's founder, Puneet Nanda, was originally the heir to a large Indian oral care manufacturing company. After immigrating to the US in the 1990s, he took over the family toothbrush business.
However, long-term high-intensity work caused his health to collapse. During his recovery, he rediscovered the ancient Indian Ayurvedic therapies, especially the changes brought by oil pulling. This made him realize that combining traditional wisdom with modern lifestyles could be a huge market opportunity.
However, the early days of entrepreneurship were not smooth.Before 2022, GuruNanda mainly relied on Amazon and Walmart for distribution, while advertising on Facebook. But the results were dismal: for every $10,000 spent on ads, only $3,000 to $4,000 was recovered. Worse, they once built a 14-person star marketing team, but it burned through cash with little effect. By mid-2022, the team disbanded, and the brand was on the verge of shutting down.
Image source:GuruNanda
The turning point came in July 2022. An ordinary consumer spontaneously uploaded a video on Tuke TikTok recommending GuruNanda's oil pulling product, which quickly surpassed one million views and accumulated over 3,000 interactions in the comments section.
Unlike most brands' first reaction,56-year-old Puneet did not hire an agency or sign with an MCN, but personally replied to every user question about oil pulling in the comments, and then simply started his own account, shooting educational videos and entrepreneurial behind-the-scenes stories as "a founder who personally benefited".
To his surprise, the sincere content style touched a large number of viewers, and the account @iampuneetnanda quickly accumulated over 389,000 followers. He admits that he now spends 10 to 12 hours a day making 10 videos, "70% of the company's work is producing videos."
Image source:Tuke TikTok
Market feedback was also amazing: coconut mint oil pulling oil shot to No.1 in oral care sales on Tuke TikTok Shop US, with single-day sales in 2024 approaching $1 million and 100,000 units sold; whitening strips were also a huge success, with nearly 1.5 million units sold since launch. The brand's cumulative GMV on Tuke TikTok is close to $70 million, making it a true "Tuke TikTok native brand".
Image source:Tuke TikTok Shop
Integrating "watching content" and "buying products" into one
If one word could summarizeGuruNanda's approach on Tuke TikTok, it would be "pragmatic".
Many brands are eager to instill brand concepts in users from the start, butGuruNanda doesn't do this. Most of the content on its official account @gurunanda.official focuses on specific oral care pain points: how to do daily oral cleaning, how to whiten teeth, what to do about sensitive gums.
Image source:Tuke TikTok
In terms of content production,GuruNanda also does not take the big production route.
It makes extensive use of influencer-created content (UGC), real user before-after comparisons, and explanations by oral care professionals, packaging marketing as real experience sharing and knowledge popularization, rather than hard advertising
Image source:Tuke TikTok
However，when it comes toGuruNanda's real weapon, it's live commerce.
In the past30days of operation data,the account's total sales reached$207,400. Of this, more than 92% of revenue came from live streaming, making live streaming almost the brand's core sales engine on Tuke TikTok.
Image source:kalodata
In terms of building the live room,GuruNanda's approach is also clear and replicable. According to public live streaming records, its live strategyadopts a fixed time slot+ themed promotion model.
Live streams are mostly held from afternoon to evening, often with exclusive themes around holidays or weekdays, such as“MEMORIAL DAY SALES!!! ”“THURSDAY SALES!!! ”.
Some sessions are extended, for examplea session on May 25 lasted 9 hours and 1 minute, and a session on May 24 lasted 8 hours and 15 minutes, to capture the holiday traffic peak.
Image source:kalodata
In terms of visual setup, the host directly displays the actual product, with large promotional stickers (such as“FASH DEAL LIVE”), emphasizing core selling points such as “for sensitive teeth”, “natural whitening”, etc.
This low-cost live streaming format does not rely on complex special effects, but wins with stability, high frequency, and predictability.Users know when to openTuke TikTok to see GuruNanda's live stream, and know they can place an order directly inside.
Image source:kalodata
In addition torefined operation of its self-operated system,GuruNanda also has its own approach to influencer cooperation.
So far, the brand'sstore has a total of75,100 influencers, of which 3,653 do live commerce, and the remaining 68,300 focus on short video commerce.
In addition,GuruNanda did not rush into top KOLs with high followers and high rates, but instead focused on mid- and long-tail influencers.
The coverage of influencer types is also very broad, ranging from beauty, lifestyle, health and wellness to food and beverage, so as to reach potential users in different interest circles to the greatest extent, rather than being limited to the narrow label of oral care.
Image source:fastmoss
Is the oral care track still worth entering?
At this point, many people may wonder:Is the "natural oral care" track where GuruNanda is located really promising?
Let's look at the big picture first. According to global market statistics, the global oral care market size will grow from $54.68 billion in 2025 to $59.54 billion in 2026, with a CAGR of 8.9%, and is expected to reach $81.9 billion by 2030.
In the more segmented oil pulling category, the growth is even more impressive. According toMarket Intelo's latest market intelligence data, the global Ayurvedic oil pulling kit market size in 2024 is $312 million, and is expected to increase to $754 million by 2033, with a CAGR as high as 10.2%.
Image source:research and markets
It can be seen that although oil pulling is essentially a relatively niche segment, due to the boost of social media and the increasing attention of consumers to"natural therapies", it is continuing to expand rapidly.
Moreover, from the perspective of competition, this segment has not yet been fully occupied by traditional FMCG giants such as P&G and Colgate, so new brands still have room to play. But there is a threshold for entry: brands need strong educational and content operation capabilities to truly complete consumer education.
Image source:Google
Conclusion
From an ordinary merchant on the verge of shutting down to a breakout case that made a comeback onTuke TikTok, GuruNanda's experience can already provide a strong reference for domestic brands wanting to enter overseas markets.
China's supply chain capabilities, product cost-effectiveness advantages, and years of accumulated e-commerce operation experience all provide a very solid foundation for Tuke.
The key is whether you can, like this brand, find a niche scenario worth cultivating, and then tell the story well and build trust in a way that suits local user habits.
