Flossing is a task everyone knows that is essential, but few really give it enough attention. But there are no more reasons to toss the floss now that we have Flaus, the first eco-friendly electric flosser. Founder, Samantha Coxe, recently pitched her company on Shark Tank and got a deal a deal with Candace Nelson. As of 2024, Flaus is worth $5 million.
Samantha’s Backstory
Flaus works with sonic vibrations and can use multiple speed levels like an electric toothbrush. You can charge it and change its dispensable head to apply a new one.
Sam made the product as convenient as possible because she understood the struggle of manual flossing. Before introducing her brainchild to the world, she never flossed. It fired back on her as she got 9 cavities filled.
Founding Flaus
After paying a monumental dental bill, the New Yorker was set on improving her flossing habits. Sam found a better way to take care of her teeth, which she believed was a clever concept. She co-founded the product alongside Ellie Hanson who left the business in 2023.
Coxe left her stable job as a lawyer at a renowned firm once she made hundreds of prototypes and finalized the idea. Sam invested $80,000 of her own cash, and friends and family backed her with $2 million.
The aspiring entrepreneur also raised $345,000 on IndieGoGo, and hit the funding goal in just three hours. The DTC brand later closed a $2 million seed round led by Yeti Capital to bring the total funding to $4 million.
Unbeknownst to many of the startup’s top supporters, Coxe has been aiming to swim with the Sharks since the moment the launch. In the finale of season 15, she finally got her chance.
Post Shark Tank
As a former M&A lawyer, Samantha is used to talking business with wealthy investors, this was clear during the pitch. Although the episode has just aired, the startup should do at least $100,000 in sales over the next week. Typically, the first 48 hours after the airing are the most manic. Coxe isn’t as prepared because she only recently found out her episode would air.
$119 may seem pricey for a flosser kit, but the product is five times faster and more efficient than traditional floss. Their starter bundle has an average of 4.6 stars from 411 reviews. Currently, they’re running discounts on GoFlaus.com and their Amazon store.
You can buy recyclable Flaus head refills for $19. Customers can save a couple of bucks if they subscribe to their service or purchase other sets. Attracting repeat orders for the refills will be crucial to succeed in the long term. Competition is slowly heating up as Slate now sells an electric flosser.
Flaus is taking calculated risks in terms of growth, trying to create new products for their customers while staying as lean as possible. Samantha plans to stick in the oral beauty niche and reach the 70% of Americans who don’t have a regular flossing schedule. According to LinkedIn, the business has 16 employees in the US and will be looking to hire more staff over the next six months.
