We founded Waken in 2019 because something about oral care didn't feel right.
Why we started
Why was mouthwash fluorescent blue? Why did it have to burn your mouth? And why was toothpaste so unbelievably foamy? The more we questioned, the clearer it became: oral care had been stuck in its ways for far too long.
The founders
Our founders, Simon Duffy and Rhodri Ferrier, previously transformed men's skincare with innovative packaging and unique, high-performing formulations at Bulldog Skincare. They saw an opportunity to bring the same passion for thoughtful design and effectiveness into oral care.
With dentists and chemists
Specialist chemists build our formulas and dentists supervise the testing. From our gentle whitening toothpaste for surface stains to our mouthwash that helps protect teeth and support gum health as part of a daily routine, everything we create at Waken is thoughtfully designed to perform brilliantly and care genuinely.
Materials
Thoughtful packaging.
Our commitment to thoughtful packaging is central to our mission. Toothpaste tubes are mono-material with at least 30% recycled plastic, cartons are FSC-certified cardboard and mouthwash bottles are made from 100% post-consumer recycled plastic. Tubes and bottles are designed to be recyclable; check your local rules.
Investor, Creative Director & Head of Teeth
And now, Rylan.
And now, we're proud to welcome Rylan as our Investor, Creative Director and self-appointed Head of Teeth. Passionate about oral care (and famously proud of his smile), Rylan is here not just as a face, but actively involved in product development and brand innovation. With Rylan onboard, expect even more thoughtful products, exciting limited editions, and fabulous surprises along the way.
