Lumineux: The $60M Brand Leading the Oral Wellness Movement

The Rise of Lumineux: Leading the Oral Wellness Movement

In the world of health and wellness, one brand is making waves and redefining oral care—Lumineux. Co-founder and dentist Kourosh Maddahi states confidently, “We are not going to be that brand. We are that brand,” pinpointing Lumineux's significant role in spearheading the oral wellness movement. With projected revenues reaching $75 million this year, Lumineux is not just another name; it’s becoming a fixture in the oral health landscape.

Maddahi’s Vision: A New Approach to Oral Health

Over the last decade, Maddahi has been on a quest to address common oral health issues—like bleeding gums and bad breath—without resorting to harsh chemicals. Traditional products often contain ingredients like ethanol and hydrogen peroxide, which can harm beneficial bacteria in the mouth. His mission is clear: develop a holistic solution that supports the mouth’s microbiome.

Innovative Ingredients Leading the Charge

Inspired by a groundbreaking study on the benefits of sea salt in oral care, Maddahi launched Lumineux (formerly Oral Essentials) in 2014. Their signature Clean & Fresh Mouthwash incorporates ingredients such as dead sea salt, aloe vera, xylitol, and enticing essential oils—all geared towards fostering a healthier oral environment. This innovative stance on oral hygiene has captured the imagination of health-conscious consumers.

The Shift in Consumer Demand

Today, informed consumers are more aware of the impact of their choices, and this awareness extends to oral care. As interest in microbiome health rises, the mouth has become recognized as the next frontier in wellness, according to The Business of Fashion. As people increasingly prioritize better-for-you products, Lumineux stands out amidst big-market competitors like Procter & Gamble and Colgate, which dominate around 90% of shelf space.

Strategic Growth and Retail Expansion

Lumineux has strategically maneuvered through retail channels, initially leveraging Amazon for visibility and now expanding into over 25,000 retail locations, including major chains such as Whole Foods, CVS, and Walmart. The brand is determined to create balance, eyeing an equal split between online sales (60%) and physical retail (40%).

Connecting with Consumers: Marketing Innovations

Building brand recognition hasn’t come without challenges. Following shifts in digital marketing dynamics, Lumineux ramped up its influencer marketing tactics and dove into national advertising, including television. Such efforts have helped the brand maintain relevance in a competitive environment, proving essential for outreach.

Looking Ahead: New Products on the Horizon

Slated for release in 2026, Lumineux plans to introduce a whitening toothpaste specifically designed for sensitive teeth. With 10 products currently ranging from $9 to $75, and over 85 million whitening strips sold since launch, the future appears bright for Lumineux as it continues to innovate in oral care.

Lumineux is at the forefront of a health revolution that emphasizes the importance of oral microbiome health, setting a standard for how consumers approach their daily hygiene routines. By acknowledging the complexity of oral health and focusing on holistic products, Lumineux inspires everyone to rethink their oral care strategies.

Take Action: Join the wave of conscious consumers making informed decisions about their health. Explore Lumineux and discover the potential benefits of products that prioritize your well-being—because your smile deserves the best!