389The most intuitive way to see a market's prospects is by looking at the data.
In 2024, the global electric toothbrush market size is estimated at $4.36 billion, and is expected to reach $6.82 billion by 2030, with a compound annual growth rate of 7.8%.
In recent years, as domestic awareness of oral health has awakened, electric toothbrushes have become a hot trend. This niche market, with a penetration rate of less than10%, has seen hundreds of brands entering one after another.
Fierce competition has led many visionary brands to turn their attention overseas, seeking opportunities in broader international markets.
Image source:grandviewresearch
Among them,Ocleanis a typical representative. In 2025, its electric toothbrush market share in Finland soared to 26%, ranking second in sales, while its oral irrigator products firmly held the top spot in Finland.
It achieved over200% growth in the Polish market, with a 12% share, topping the sales charts multiple times and becoming the first personal care appliance brand to be listed among the "MeetBrands Top 50 Emerging Chinese Overseas Consumer Brands".
Image source:Oclean
From Zero to One, Nine Years to Sharpen a Sword
According to public information,the Oclean brand was founded in May 2016 and belongs to Oclean Health Technology (Shenzhen) Co., Ltd.
Its founder, Mr. Liu, is a serial entrepreneur in the consumer electronics field. The RAmosMP3 he previously created sold over ten million units worldwide, and the Five Elements tablet computer also achieved remarkable results.
In 2015, he keenly noticed the gradual decline of the tablet market and turned to in-depth research in new tracks. After half a year of market research, Mr. Liu finally set his sights on the smart electric toothbrush field—a track not only with a huge user base and high-frequency usage scenarios, but also with great potential in the Chinese market.
Therefore, inMay 2016, he decisively founded the company and launched the Oclean brand, positioned as a "digital oral health management expert".
Image source: Internet
For product design and development,the Oclean brand has always adhered to the concept of deep investment. The company's first product, Oclean One, underwent a year-long development cycle and invested more than 10 million yuan in the early stages.
In addition, they chose an innovative path of "what others don't have, we have", achieving intelligent, data-driven, and visualized brushing quality assessment.
Take the noise issue as an example: their Oclean X Pro flagship version received the Quiet Mark certification from the UK Noise Abatement Society, making them the first in China and the second smart toothbrush brand in the world to receive this certification.
In actual comparison,the Oclean X Pro Elite has a noise level of only about 48 dB, while the Philips Sonicare 4100 series is about 60 dB, performing better in terms of quietness(Source:ElectricTeeth). At the same time,Oclean's e-commerce price is as low as around €60, while Philips' flagship models are often €100+, making "flagship experience + affordable price" an important weapon to attract users.
It is especially worth mentioning that as of2025, the total number of global patents for the Oclean brand has reached 519, with 14% of investment in R&D and 45% of employees in R&D, far exceeding industry standards.
The word of mouth from real users also proves this. AReddit user shared: "I switched from Oral-B to Oclean 4-5 years ago. The reason was price and ergonomics. I'm totally satisfied with Oclean."—Reasonable price and good ergonomics are key reasons why many consumers choose it.
Image source: Internet
Traffic Layout: Full Online and Offline Coverage
However, a good product is only the first step. Whether a brand can establish traffic channels to accurately reach target users is the key to internationalization.
Just as founder Mr. Liu mentioned in a news interview,"Good products + traffic support is the right choice for users, and this order cannot be wrong."
The success of the Oclean brand is also inseparable from its traffic layout overseas.
－Online
In terms of social media marketing,Ocleanbrandhas demonstrated its flexible localization strategy.
They have built an account matrix onTikTok, coveringFinland, the Philippines, Malaysia, andmanyother regions.
Consumers in different regions have very different needs for oral care (e.g., Europe focuses on environmental protection, Southeast Asia focuses on cost performance), and localized accounts can promote products in a targeted manner.
Some Oclean brand accounts. Image source: TikTok
For example,the brand's EuropeanTikTok account@oclean.europeispositioned as"the leader in digital smart toothbrushes and oral care solutions", in line with the European market's demand for a sense of technology; while thePhilippines account@oclean_philippines emphasizes "healthier, brighter smiles", fitting Southeast Asia's focus on basic oral health.
Image source:TikTok
Although the positioning of accounts in different regions varies slightly, the presentation style of the videos within these accounts remains fundamentally the same.
In terms of content, they chose a presentation method focusing on localized scenarios+product experience, integrating the product into daily life and reducing the stiffness brought by promotion.
For example,inthe Finnish account@oclean.pl, there are many contents such as"How do you store your toothbrush?" "What do you notice about the opposite sex (teeth)?" "How to whiten teeth", promoting the product through life tips.
So far, this account has gained30,500 followers and 263,000 likes, with some videos exceeding one million views, playing a certain role in promoting the brand in the Polish market.
Image source:TikTok
In addition to operating its own account matrix,the Oclean brand also pays special attention to influencer cooperation and promotion, with a wide range of collaborations. This is closely related to the attribute of electric toothbrushes as mass consumer goods. Through diversified influencer cooperation, the brand can reach potential consumers in different circles.
A typical case isthe brand'scooperation withTikTok influencer @cristinagoat.
This influencer, who has800,000 followers and specializes in cosplay,seemingly unrelated to electric toothbrushes, cleverly integrated the electric toothbrush with a magical style in the collaboration video, creating avisually strikingvisual experience.
This cross-border cooperation eventually received153,600 views, and in the comments sectionthere were many comments such as"Couldn't help but watch the whole video" and "How much is the toothbrush", bringing a very positive effect to the brand.
Image source:TikTok
OnYouTube, Ocleanbrandadopts a different strategy. Here, theyprefer to cooperate with authoritative media or influencers in the oral health vertical field.
For example,influencer@Electric Teeth, although only81,100followers, the content is highly vertical, with high fan engagement and trust, providing professional endorsement for the brand.
In the collaboration video, heexplains in detail the price, functions, etc.ofOclean products, and puts a discount link below the video to achieve conversion. The video eventually received13,000 views, which is quite good.
Image source:YouTube
－Offline
WhenOcleanbrandlays out offline channels, it adopts a"multi-dimensional platform service layout" strategy, not limited to traditional e-commerce platforms, but also extending to high-end retail, professional medical channels, and other fields.
Here is a briefsummary ofthe brand'smain offline channel types and representative partners:
Channel Type | Representative Partners/Regions Entered | Features and Target Audience |
High-end Retail Channels | Olé Boutique Supermarket, Sundan, 9ji3C retail platform | Targeting middle- and high-income consumers who pursue high-quality life, enhancing brand image |
Professional Medical Channels | Zhengfu Dental, Huanle Dental, Dr. Rabbit Dental, Huyaya Dental and other dental hospital chains | Enhance brand professional trust through recommendations from dental professionals, reaching people who care about oral health |
International Offline Layout | MediaMarkt, Carrefour, Lidl, Kaufland, Elkjøp and other international chain stores | Enter mainstream overseas markets, compete with international brands, and establish an international brand image |
FromOcleanbrand'soffline channel layout, it can be seenthat in the fiercely competitive consumer electronics market, especially in experience-focused categories such as oral care, offline channels are crucial for brand image building, user trust establishment, and precise customer acquisition.
Image source: Internet
FromOclean's overseas path, it can be seen that Chinese brands going global no longer rely on low-price strategies or large-scale manufacturing, but gradually establish their own brand image in the international market through product innovation, precise channel strategies, and localized communication.
It is worth noting that smart electric toothbrushes already account for about15% of the global electric toothbrush market, and adult users account for more than 75%. This means that Oclean is targeting the fastest-growing consumer group in the future.
Looking to the future, the overseas market, especially the field of smart consumer goods, still contains a lot of opportunities.
Whether it is the consumption upgrade in emerging markets such as Southeast Asia and Latin America, or the demand for differentiated and high-performance products in Europe and the United States, all provide broad development space for Chinese companies.
According to industry analysis,Oclean's key markets in the future may also include North America and the Middle East, where demand for smart oral care products is rising rapidly.
Now is a great time for Chinese companies to go overseas and seek new opportunities in the global market.
