How an Irregular Flosser Became Entrepreneur Behind Flaus

Samantha Coxe, a former corporate lawyer, turned a frustrating dental experience into a business opportunity, as detailed in an article on Benzinga.com. After years of neglecting flossing, Coxe left a dental appointment with over 10 cavities and a hefty bill. But instead of simply vowing to floss more, she quit her job and created Flaus, the self-proclaimed “world’s first electric flosser.”

“I realized I wasn’t alone in this struggle,” Coxe shared during a pitch on Shark Tank, highlighting the widespread challenge of consistent flossing. The 32-year-old entrepreneur described Flaus as a device that makes flossing faster, easier, and even enjoyable, using recyclable floss heads and customizable speed settings. The product delivers up to 18,000 sonic vibrations per minute. “Think of it like an electric toothbrush but for flossing,” she explained.

A Vision for the Future of Oral Care

Flaus represents more than just a convenient gadget; it aligns with Coxe’s vision of establishing a premium “oral beauty” brand. She aims to position Flaus alongside other personal care products at retailers like Sephora and Ulta. “To have someone recognize my passion and believe in me meant everything,” Coxe said after a pivotal moment in her entrepreneurial journey.

The numbers reflect growing interest. Flaus kits, priced at $99, cost only $10 to produce, and customers can subscribe for replacement floss heads for $5 per month or $15 quarterly. Over the past year, the product generated $900,000 in sales without significant PR campaigns. Additionally, Coxe secured $3.5 million in funding over two and a half years and projects profitability by 2024.

Sharks Circle as Flaus Seeks Investment

On Shark Tank, Coxe sought $250,000 for a 5% stake in her company, impressing investors with her determination and business acumen. However, not all Sharks were willing to bite. Mark Cuban and Lori Greiner opted out, citing personal misalignment with the oral care market and preferences for traditional floss picks, respectively.

Three Sharks, however, made offers:

• Kevin O’Leary proposed $250,000 for 5% equity with a $2.50 royalty per unit until he recouped $750,000.
• Daymond John countered with $250,000 for 10% equity.
• Candace Nelson offered $250,000 for 8% equity, pledging hands-on mentorship and operational support.

Ultimately, Coxe chose Nelson, valuing her strategic insight and collaborative approach. “Candace’s hands-on guidance is exactly what Flaus needs to grow,” Coxe shared.

Addressing a Global Need for Innovation

The significance of Flaus extends beyond its innovative design. According to the American Dental Association, 32% of Americans admit they don’t floss regularly, despite its importance for oral health. The global oral care market, valued at $47.2 billion in 2021, is projected to reach $54.9 billion by 2026, highlighting the vast potential for disruptive products like Flaus.

By simplifying an often-overlooked habit, Flaus aims to solve a problem affecting millions, creating new opportunities in the oral care sector. As Coxe continues to expand her brand, her journey underscores the potential of entrepreneurial innovation to reshape daily routines—and perhaps even an industry.