The Grocer Gold Awards 2025: Ordo wins Health & Beauty Brand of the Year

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