Gutology has appointed experienced fmcg leader Will Howard as CEO to lead the oral care disruptor’s retail expansion and next phase of growth.
Howard was most recently the UK MD of vertical farming business GrowUp until the business entered administration at the end of last year. Prior to that he spent 10 years at Ella’s Kitchen, working his way up to MD at the market-leading babyfood supplier. Howard also previously worked at Innocent, PepsiCo and L’Oréal.
His appointment marks a significant milestone for Gutology following a £1.8m venture capital investment secured earlier this year. The business is using the funds to support a retail push and to launch innovations in oral care. New products are currently in consumer testing ahead of planned launches in August and spring next year.
Gutology is also in the middle of raising further cash in a Series A round.
Ollie Gallant founded the brand in 2024 to capitalise on the growing consumer awareness of the importance of a healthy gut microbiome. Gutology’s flagship product is a fluoride-free toothpaste made with natural ingredients, alongside liquid prebiotic oral rinse and dental bamboo floss.
The company’s long-term ambitions are to expand beyond oral care to build a “pro-bacterial category” with microbiome-informed products for everyday routines.
Gallant is aiming to emulate the move from niche to mainstream made by gut health in the dairy chillers of supermarkets for the personal care category.
He has given Howard a brief to take Gutology from a successful DTC brand into mainstream retail without losing the science-driven approach at its core.
Gutology’s Oral Biome+ product is currently ranked in the top 10 toothpastes on Amazon UK and also holds the number one category sales position at Planet Organic.
“Will immediately understood what we’re trying to build and why it matters,” Gallant said. “His experience scaling consumer brands through retail is exactly what Gutology needs at this stage, and his passion for the pro-bacterial mission is genuine. I’m excited to be working alongside him as we take the brand into its next chapter.”
Howard added: “I tried the toothpaste and mouthwash and was blown away. I left them on the bathroom sink, and one by one the whole family converted.
“We’re building something genuinely different: high-efficacy, low-toxicity products that are kind to your microbiome. The science is solid, the products work, and there’s a huge opportunity ahead.”
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