Direct-to-consumer (D2C) oral beauty and wellness brand Perfora has raised $1 million in a seed round led by Sauce.VC and strategic investors like Lotus Herbals Family Office, Shiprocket Group, and Sara International Group, a senior company executive.

The brand will use the funds to build its team, introduce a range of innovative oral care solutions, strengthen its brand positioning, and expand distribution.

Perfora, like many other new age beauty and personal care brands, is challenging traditional players with a fresh look at the category in terms of product lines and distribution.

Launched in August 2021 by Jatan Bawa and Tushar Khurana, Perfora’s product portfolio includes electric toothbrush, probiotic mouthwash, N-Ha toothpaste, smart flosser, and peroxide-free teeth whitening pen.

“We want to create a large impact in the everyday life of people with high-quality and effective oral care products,” Bawa said.

Currently, the brand sells its products directly to consumers via its website and channels like Amazon India, Swiggy Instamart, and Nykaa.

“With increasing disposable income and internet penetration, consumers have started investing in products that deliver an experience,” said Manu Chandra, managing partner, Sauce.VC.

According to the company, oral care is a Rs 15,000-crore market that is dominated by incumbent brands such as Colgate, Close Up, Patanjali, Dabur, and Sensodyne.

“In India, 90% of people either have dental cavities or gum disease. There is a massive lack of awareness around oral hygiene and most products in the market use inappropriate ingredients like SLS or Titanium Dioxide or Sodium Saccharin. There is a massive opportunity to build an oral care brand that creates awareness,” Khurana added.