Seriously friendly oral care

Category-defining DTC products
Acquired by Colgate Palmolive Inc. in 2020

Craig Dubitsky - CEO

Craig Dubitsky, hello’s founder and CEO, is passionate about design and transformational brands and saw an opportunity to reinvent the oral care category. He’s a lover, not a fighter, and started hello because he was tired of hearing about a war in his mouth (products that fight and kill). Craig saw an opportunity to create a brand that’s friendly, delicious tasting, and beautiful. We loved his vision.

Hello is a line of seriously friendly oral care™ products that are designed, formulated, flavored, manufactured, packaged and marketed dramatically differently than others like it on store shelves. The products are naturally friendly, delicious, pain-free and gorgeous. The range includes toothpaste, mouthwash, breath sprays and toothbrushes.

BrandProject participated in Hello’s Series A in 2013. Hello was acquired by Colgate Palmolive in 2019.