When San Mateo dentist Chrystle Cu noticed that many of her patients brushed faithfully but still battled cavities and gum disease, she realized the problem wasn’t in her chair—it was at home.
“Despite all my best efforts to coach and educate my patients, I felt like I was failing at getting them to take care of their smiles,” she said. “Most people just don’t floss.”
One day, she spotted a curious trend: patients who refused to floss were happily spending 20 minutes swishing coconut oil as part of a wellness fad. That sparked an idea. If people loved coconut oil so much, why not build it into something more effective and easier to use?
Chrystle teamed up with her sister Cat Cu, who had a sharp eye for brand marketing and sustainability initiatives. Together they launched Cocofloss, now COCOLAB, in 2015 with the goal of making flossing something people actually looked forward to.
Launching in the Amazon store was its own crash course, said Chrystle, who’d never run an e-commerce business before.
“We turned to Amazon’s Seller Forums for advice from other small businesses,” she said. “We still check in there to see how other sellers are navigating the same challenges we face.”
That willingness to learn paid off. What began with one coconut-oil-infused floss has grown into their full Dentist-Designed SmileCare System™, including soft-bristle toothbrushes, whitening toothpastes, and reusable flossers, all made with recycled or upcycled materials.
“We’re all about conscious innovation,” said Chrystle. “We’re always striving to deliver products that perform at the highest-level while being eco-conscious.”
To build brand awareness, COCOLAB leaned on Amazon Ads to reach new audiences and A+ Content to create messaging that mirrored the company’s bright, playful energy. Since launching their Amazon storefront, sales have climbed 50% year over year, and COCOLAB’s signature floss is now the #1 bestseller in Amazon’s dental-floss category.
COCOLAB products have also earned shout-outs from Allure, Wirecutter, and other media that love both the science and style behind the brand.
As COCOLAB grows, Chrystle is excited to continue to fight the good fight against gum disease.
“We’re here to disrupt the dental care game and make every smile brighter, every day,” she said. “Welcome to a new kind of oral care.”