The Future of Toothpaste Is Here – And It Just Got a $1 Million Boost What if your toothpaste looked like it belonged on a luxury skincare shelf?
What if your toothpaste looked like it belonged on a luxury skincare shelf? What if your mouthwash came in glass, not plastic? That’s exactly what Salt Oral Care, a Mumbai-based oral wellness startup, is betting on—and investors are clearly buying the pitch.
The company has just raised $1 million in pre-Series A funding, led by Lotus Holdings, the family office of personal care heavyweight Lotus Herbals.
The investment will be rolled out in two tranches, and the deal puts Salt Oral Care’s post-money valuation at Rs 46 crore (about $5.3 million).
For a startup that launched just two years ago, this is a big vote of confidence—and a sign that India’s personal care market is ready for an oral care revolution.
Founded in 2022 by Karan Raj Kohli and Viraj Kapur, Salt Oral Care isn’t selling toothpaste the way we’re used to seeing it.
Forget the plastic tubes and artificial flavors. Salt is pitching itself as a science-backed, luxury oral wellness brand with a serious focus on sustainability, design, and clean-label formulations.
Their lineup includes:
Think of it as the “Byredo of oral care”—sleek, stylish, and backed by dermatological (or in this case, dental) rigor.
The fact that Lotus Holdings has stepped in with a significant investment speaks volumes.
Here’s why Salt Oral Care is turning heads in the investor community:
While oral care is a basic necessity, premiumization has barely scratched the surface. Most brands compete on price. Salt is going the opposite direction—offering luxury in a category dominated by commoditized products.
It’s a bold move, but it’s also smart. Just like skincare and haircare saw the rise of high-end D2C brands, oral care is next.
Consumers today care about more than function—they want form, ethics, and planet-friendly packaging. Salt’s focus on clean-label ingredients and glass packaging sets it apart in a market where plastic still rules.
This makes it appealing to the rising wave of conscious Indian consumers.
Salt isn’t just pretty branding. Its products are clinically formulated, developed with a focus on actual dental health—not just cosmetic freshness. That combo of function and form is the magic formula.
Salt plans to use the new funds to:
With India’s D2C space heating up and wellness becoming a key consumer focus, this is the perfect time for Salt to scale.
Co-founders Karan Raj Kohli and Viraj Kapur come from diverse entrepreneurial backgrounds and share a common belief: oral wellness deserves the same innovation and design as skincare or cosmetics.
In just two years, they’ve gone from product idea to premium brand, landing a major funding round and gaining attention from industry veterans. Their vision? To transform oral care from a routine into a ritual.
They’re not just creating another toothpaste—they’re rebranding the entire category.
All signs point to yes.
India’s D2C boom has already transformed skincare, haircare, and wellness. Brands like mCaffeine, Mamaearth, and The Man Company have shown that consumers are willing to pay for premium, clean, and beautifully branded products.
Oral care is one of the few remaining categories yet to be disrupted at scale. Salt is entering the market at the perfect time, armed with:
If they play it right, Salt could be to oral care what Forest Essentials was to Ayurveda—a category-defining brand.
With fresh funding and a strong backing from Lotus Herbals’ family office, Salt is now poised to go national—and possibly even global.
Expect to see:
It’s not just about brushing teeth anymore—it’s about elevating the entire experience.
In a world flooded with “natural” and “herbal” labels, Salt Oral Care is bringing a rare blend of science, sustainability, and sophistication to the table. And with $1 million in fresh capital, the brand is all set to scale its vision.
If you thought toothpaste was boring, Salt is here to prove you wrong. The oral care revolution has officially begun—one glass bottle at a time.
