A Former Huawei Employee Built a Personal Care Brand Doing $1.8B a Year — From a Shenzhen Startup

According to a Grand View Research report, the global oral care market is projected to grow from $39.9 billion in 2025 to $66.4 billion by 2030. This market, seemingly carved up by giants like Philips and Oral-B, is in fact still expanding rapidly.

But a growing market doesn’t automatically mean opportunity for newcomers. According to the American Dental Association (ADA), over 70% of American households use three or more oral care products every day — and as the toolbox grows, “it’s too much hassle” becomes the number one reason people give up on proper care.

So someone decided not to build a better toothbrush, but to put brushing and water flossing into a single device.

That brand is Soocas.

From selling 10,000 units in 48 hours on Xiaomi’s crowdfunding platform in 2016, to now sitting on shelves at Best Buy and Walmart alongside Philips and Colgate, Soocas has traveled in under a decade a road most brands never finish. Today, Noxinfluencer breaks down its growth playbook.

I.Train Inside an Ecosystem First, Talk Brand Later

Soocas began as “a startup with lessons learned.”

Founder Meng Fandi spent eight years in industrial design at Huawei. His first venture, a smart body-fat scale brand, secured investment from Tencent and JD.com — but the competition taught him that good design alone isn’t enough. Core technology, supply chain, and genuine demand: you need all three.

In 2015, on his second attempt, he turned to electric toothbrushes. Philips and Oral-B already dominated the mainstream market, but he saw a different audience. Data from the Noxinfluencer platform shows its audience skews toward 18–34-year-olds.（Data from NoxInfluencer, We cordially invite you to try it out ：Influencer Marketing Platform & Analytics Tool | NoxInfluencer）

Younger consumers don’t buy on brand name alone — they want products that work well, look good, and are priced fairly. The team spent roughly 300 days refining its sonic motor, metal-free bristle implantation, and smart connectivity technology. The first product sold 10,000 units in 48 hours on Xiaomi crowdfunding, and Soocas entered the Xiaomi ecosystem shortly after.

The value of this step is often underestimated. As a design-and-manufacturing partner for Xiaomi products, Soocas built up supply chain capability and quality-control standards through OEM work. Meanwhile, its dual model — “own brand + ecosystem ODM” — gave it steady cash flow while building a brand.

From 2018, electric shavers, ionic hair dryers, and water flossers rolled out one after another. The brand grew from a single toothbrush into a personal care matrix spanning oral care, hair styling, and men’s grooming. Its products have won multiple German iF Design Awards — the “looks premium” brand perception started taking shape here.

II.Don’t Fight a Price War — Create a New Category

When Soocas went international, the real test began: consumers abroad had never heard of the brand.

The default move for most newcomers is a price war — “one-third the price of the big brands, eighty percent of the performance.” Soocas did enter Amazon marketplaces in the US, UK, Germany, and Japan on value-for-money, with several products breaking into the top 50 of the oral care BSR and ratings steady around 4.5 stars. But it didn’t stop there. It did something smarter: redefined the playing field.

Soocas noticed a widespread pain point reported by the American Dental Association: many adults juggle brushing, flossing, and water flossing daily, and the hassle is the top reason they abandon the routine. The result was the NEOS series — brushing and water flossing in one device, built on what the company calls MultiClean technology, with a one-line pitch that’s instantly tangible: “A complete oral clean in under three minutes.”

In this new lane, Soocas never competes with Philips on spec sheets — it simply makes customers feel it’s easier. Every supporting move reinforces that perception.

Its DTC website leads with endorsements from local dentists, a 60-day risk-free trial, FSA/HSA payment eligibility, and quarterly brush-head subscription plans. Every detail answers the consumer’s question: “Why choose Soocas?”

III.Let Real People Speak for the Brand

When it comes to oral care devices, consumers typically have two layers of concern:

1. Will it damage teeth or gums?
2. Can a 2-in-1 device clean as well as two separate professional tools?

This is a health-related, risk-sensitive purchase — and for these, people trust creator reviews and honest feedback from dental bloggers far more than hard-sell advertising.

According to Noxinfluencer platform data, Soocas has partnered with 2,300+ creators, producing 4,300+ sponsored videos that generated over 180 million impressions.（Data from NoxInfluencer, We cordially invite you to try it out ：Influencer Marketing Platform & Analytics Tool | NoxInfluencer）

Its creator partnerships are evenly split between fashion and electronics categories, focused mainly on mid-tier and micro creators. The two categories fit the brush-and-floss combo perfectly: electronics creators run hands-on tests and performance comparisons, while fashion and lifestyle creators showcase bathroom organization and travel portability. Parenting, health, and food creators come next; beauty accounts for a smaller share.（Data from NoxInfluencer, We cordially invite you to try it out ：Influencer Marketing Platform & Analytics Tool | NoxInfluencer）

Other brands entering new personal care categories can borrow this playbook: you don’t need to spend heavily on top-tier creators from day one. Build your base with mid-tier and micro creators, test creatives and validate scenarios at low cost, control trial-and-error risk, and educate the market through broad, multi-point seeding — rather than betting the budget on a handful of mega influencers.

Its breakout videos earned 110,000+ likes and 55,000+ saves. One video placed Soocas inside a dentist-approved oral care toolkit, lined up next to floss and toothpaste — downplaying the ad feel. Viewers came to learn about oral health and picked up the product along the way, which drove stronger watch-through, saves, and engagement, and made the video easier for algorithms to push.

Offline, Soocas turned trade shows into content stages. Beyond securing a CES booth, it invited creators to tour the show from a first-person perspective, chaining pre-show teasers, on-site experiences, and post-show coverage into one content pipeline — turning an industry trade show into a social media moment.

Looking back at Soocas’s path, no step stands alone: the supply chain honed through ecosystem OEM work underpins a product foundation of “design + utility + accessible pricing”; the NEOS 2-in-1 sidesteps the head-on spec battle with Philips; and 2,300+ mid-tier and micro creators seeding the market across many touchpoints helped an unknown brand build trust fast.

Meanwhile, its four-step build-out — Amazon, DTC site, offline retail — turned short-term sales into a long-term moat.

The endgame was never just moving product off shelves. It’s about making consumers who’ve never heard of you still willing to put your product in their cart. Soocas’s first decade offers exactly such a replicable playbook.