Equiva

Equiva sells oral-care devices and refill plans built around a single electric toothbrush handle. The line-up is priced mid-range: starter kits run $89-$129 and brush-head refills ship on 1-, 2- or 3-month cycles at $6 each. Everything is sold direct-to-consumer through equiva.com; no retail distribution. The brand’s pitch is “one handle, endless oral-care heads.” A quick-release collar lets the same motor base accept brush, floss, tongue-scrub or upcoming whitening attachments, cutting plastic waste 40 % versus owning separate devices. All heads use premium, dentist-approved bristles and ship in recyclable paper mailers. Customers are 25-45-year-old urban renters and young families who want pro-level hygiene but dislike bathroom clutter and eco-guilt. They value modular design, subscription convenience and carbon-neutral shipping enough to pre-pay for refills. Equiva competes with both big-tech toothbrush makers and niche sustainable brands. It undercuts premium rivals on price while offering more attachment variety than green startups, positioning itself as the slimmer, greener, subscription-first alternative in the $4 B powered oral-care market.