Business Overview

This is a profitable direct-to-consumer oral-care brand selling teeth whitening products through its own Shopify store. Founded in 2025, it scaled to seven-figure annual revenue within its first year on paid social acquisition and a dropship supply model.

It serves mass-market consumers, mainly in the US, with subscription and one-time purchase options.

Key Performance Metrics

• Avg Order Value: approx. US$41
• Orders Fulfilled: 70,000+ since launch
• Online Conversion Rate: approx. 1.8%
• Refunds: approx. 1.1% of sales
• Chargebacks: approx. 1.5% of sales

Operations

• Owner involvement of 10 to 20 hours per week, focused on ad creative direction and supplier contact
• Contractor team covers creative strategy, video editing, customer service and email
• Supplier ships direct to customers. No stock, no warehouse, no lease
• Fully remote

Key Financial Highlights (Trailing 12 Months)

• Revenue: seven figures
• Gross Profit Margin: approx. 75%
• Net Profit Margin: approx. 20%
• Blended MER: approx. 2.1x

Revenue Breakdown

• Approx. 100% from the brand's own online store, direct to consumer
• Mix of subscription and one-time orders, with bundle offers at checkout

Product Offering

• Teeth whitening strips sold as consumable packs
• Subscription and one-time purchase options
• Room to add adjacent oral-care products through the existing supplier

Marketing

• Paid social is the main acquisition channel, approx. 99% of ad spend
• Search ads are live at small spend
• Email and SMS retention in place
• In-house creative process producing new ad concepts on a regular schedule

Payments Note

• The store's payments account currently has a payout reserve linked to chargeback levels (approx. 1.5% of sales)
• It is a 10% rolling reserve: 10% of each payout is held for 90 days, the other 90% pays out as normal
• If the reserve is still on at closing, the balance held at closing belongs to the seller. Sales after closing, and any reserve held from them, belong to the buyer

Competitive Advantage

• Proven, repeatable creative process that took the brand to seven figures in its first year
• High gross margin on a low-cost consumable product
• Asset-light model with no inventory risk
• Subscription option supports repeat orders

Growth Opportunities

• Scale paid social spend back toward previously proven levels with fresh creative
• Build out search ads and launch on TikTok
• Grow subscription and email revenue from the existing list
• Add adjacent oral-care SKUs
• Register trademark protection and build organic search

Assets Included

• Domain and complete website
• Supplier relationship and operating procedures
• Ad accounts, pixel and historical ad data
• Email subscriber database
• Creative video library and brand assets
• Social media profile

Why Acquire

A first-year brand that has already proven it can reach seven-figure revenue profitably on paid social, with high margins and no inventory risk. Spend and sales have come off the peak while margins held, so a creative-led operator can step in and scale from a proven base.

Reason for Sale

The owner is moving his focus to brands in a different vertical. The sale is not driven by distress.