For a long time, oral care was remarkably basic. Brush twice a day, floss when you remembered, add mouthwash if there happened to be a bottle in the bathroom. The routine worked largely because there were only a few products competing for a place beside the sink. But that is changing.
Walk through the oral-care aisle now, and you’ll find products aimed at gum health, sensitivity, whitening, enamel support, tongue cleaning, oil pulling, and more. In some ways, the category is starting to resemble skincare, where a single bar of soap gradually gave way to cleansers, serums, moisturizers, and sunscreen.
GuruNanda founder Puneet Nanda has made the same comparison, and it is a useful way to understand what the company is building. GuruNanda has steadily expanded from wellness products into a much broader oral-care brand, with products now spanning brushing, rinsing, whitening, gum care, tongue scraping, flossing, and oil pulling.
The interesting part is that the routine still feels approachable.
GuruNanda’s philosophy centers on combining what it describes as ancient wellness wisdom with modern oral-care science, then packaging those ideas in products priced and distributed for everyday use. In 2026, that means everything from hydroxyapatite toothpastes and prebiotic-inspired mouthwashes to electric toothbrushes and gentler whitening products, with the brand available through major retailers including Walmart, Target, CVS, Walgreens, Amazon, and Costco.com.
That accessibility matters because oral wellness can become complicated very quickly. A more complete routine only works if the products are easy enough to actually use consistently.
The Butter On Gums Pressure Sensor Electric Toothbrush 2.0 is a good example of how GuruNanda approaches that balance. It delivers up to 37,200 sonic vibrations per minute, but the feature that stands out most during everyday use may be the pressure sensor.
Press too aggressively and the toothbrush responds with a red light and vibration, giving immediate feedback that it is time to ease up. It is a small interaction, but a useful one, particularly for anyone who has developed the habit of equating harder brushing with cleaner teeth.
The brush offers five modes along with three intensity levels, so there is plenty of room to find a setting that feels comfortable. A two-minute timer provides structure without requiring much thought, while the memory function returns to the previous setting the next time the brush is turned on.
Then there is the battery life. GuruNanda rates it for up to 55 days, and USB-C charging makes it much easier to throw into a travel bag without adding another proprietary charger to the collection. The IPX7 waterproofing also makes the brush feel designed for the realities of a bathroom rather than careful countertop use.
Whitening is another area where GuruNanda has clearly tried to reduce friction. The brand’s Whitening Strips combine hydrogen peroxide with coconut oil and use a dry-strip design intended to stay in place while you go about the rest of the evening. Once applied, they sit comfortably enough that talking or moving around does not require much adjustment.
The hydrogen peroxide handles the familiar whitening job of breaking down surface stains from things like coffee and wine, while the coconut oil gives the formula a slightly softer wellness-oriented character. The strips are also made without triclosan, SLS, or artificial dyes.
The kit includes both longer professional-style treatments and express options, giving some flexibility depending on how much time is available. That makes whitening feel less like an occasional project and more like something that can fit around an existing routine. That distinction gets at what GuruNanda is trying to do across the broader brand.
The company is adding more steps to oral care, but those steps are meant to feel purposeful rather than elaborate. Oil pulling has one job. Tongue scraping has another. Whitening sits alongside brushing and gum care rather than replacing them. The result is a routine that can become more complete without becoming intimidating.
There is also a practical consumer insight behind the expansion. GuruNanda says it stays close to dentists, retailers, and customers while asking what oral-health problems the category has simply learned to tolerate. That approach has helped the brand move quickly into areas like gum care, enamel support, and gentler whitening while maintaining its emphasis on affordability.
The comparison to skincare becomes especially convincing here. People did not begin using serums and sunscreen because washing their face suddenly stopped working. They started because the category became better at identifying specific needs and offering targeted solutions. Oral care appears to be moving in the same direction.
GuruNanda’s role in that shift is making the expanded routine feel less clinical and less expensive. The Butter On Gums toothbrush brings smarter feedback into something used twice a day, while the Whitening Strips make cosmetic care easy enough to fold into an ordinary evening.
Together, they show where the brand is heading. The goal is a bathroom routine with more intention behind it, but still one that can be completed without turning the sink into a laboratory.
For a category that spent decades asking people to simply brush and floss, that feels like a meaningful upgrade.
