Hello is a line of seriously friendly oral care products, including toothpastes, mouthwashes, breath sprays, and toothbrushes, designed and marketed dramatically differently than anything else on store shelves.

The company was founded by Craig Dubitsky, previously co-founder of Eos and an early investor in Method, who saw an entire category built on scaring people and decided to build the friendly alternative instead.

The products are naturally friendly, delicious, pain-free, and beautiful, with no triclosan, no saccharin, no artificial ingredients, and none of the fear-based messaging that had defined the category for decades. Hello believes oral care should be something you look forward to.

BrandProject participated in Hello’s pre-launch seed round in 2013. Hello was acquired by Colgate-Palmolive in 2019.