We founded Waken in 2019 because something about oral care didn't feel right.

Why was mouthwash fluorescent blue? Why did it have to burn your mouth? And why was toothpaste so unbelievably foamy? The more we questioned, the clearer it became: oral care had been stuck in its ways for far too long.

Our founders, Simon Duffy and Rhodri Ferrier, previously transformed men's skincare with innovative packaging and unique, high-performing formulations at Bulldog Skincare. They saw an opportunity to bring the same passion for thoughtful design, effectiveness, and sustainability into oral care.

Working hand-in-hand with dentists and expert chemists, we've developed oral care products that deliver exceptional results without compromise. From our gentle yet powerful whitening toothpaste to our mouthwash that protects teeth and gums for up to 12 hours, everything we create at Waken is thoughtfully designed to perform brilliantly and care genuinely.

Our commitment to sustainability is central to our mission. Every product is carefully crafted with responsible materials: toothpaste tubes made from mono-material with up to 30% recycled content, cartons sourced from FSC-certified cardboard, and mouthwash bottles made entirely from 100% post-consumer recycled plastic. We tackle sustainability head-on so you can confidently choose Waken every day.

And now, we're proud to welcome Rylan as our Investor, Creative Director and self-appointed Head of Teeth. Passionate about oral care (and famously proud of his smile), Rylan is here not just as a face, but actively involved in product development and brand innovation. With Rylan onboard, expect even more thoughtful products, exciting limited editions, and fabulous surprises along the way.

Don't just clean. Care.