Winner: Ordo
Ordo’s sleek sonic toothbrushes have brought some much-needed style to oral care.
Having started out as a pureplay DTC business in 2019, Ordo has since taken its eye-catching lineup to major mults such as Tesco, Sainsbury’s, Morrisons and Boots.
Our judges praised Ordo – which is both fast-growing and profitable – for being “disruptive, sustainable, beautiful and going places”.
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They were especially taken by the launch of a children’s brush range in summer 2024. Created in partnership with toy maker Squishmallows, the seven-strong lineup aims to offer “fun, functionality, and affordability”.
The brushes were an instant hit, exceeding sales projections by 435% in their first quarter.
Judges hailed the lines as a “great innovation” and “ an excellent way of” getting children to brush their teeth.
Shortlisted:
- Applied Nutrition
- Fussy
- Lynx
- Ordo
- Phizz
- Wype
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The Grocer Gold Awards 2025: Ordo wins Health & Beauty Brand of the Year
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