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Categorised as EIS/SEIS eligible
The UK’s EIS/ SEIS schemes are incredibly important for early stage startup funding, making the UK highly competitive for securing investment. At Quick Pitch we think it’s crucial to champion startups taking advantage of this super power even if pre-launch.
Today’s feature of Quick Pitch is an early-stage start up which is aiming to transform the oral care category into a high-end, premium category.
The Market
The total global oral care market is £39bn, of which UK toothpaste constitutes £860m. Premium toothpaste estimated to reach nearly £100m in the UK in the next 5 years.
This week's business solves two major problems:
Oral Care in the UK has been dominated by a few big players who have failed to innovate.
This has led to a stagnant category where brands are not trusted, marketing is old fashioned and the science is out-dated.
One Liner
Nura is set to launch the “world’s most powerful toothpaste”, tested and developed with the University of Milan to:
Redefine how people perceive and interact with oral health
Establish a teeth-care brand that people love and champion
Quickfire
Headquarters: London
Employee count: 3
Investors: 7 angels
Funding amount: £113k
Business model: B2C Subscription
Traction metrics:
Pre-launch currently but in R&D testing nura performed almost 50% better than its leading competitor in enamel recovery and remineralisation.
All R&D that is core to nura’s product is already finished and validated, minimising the product effectiveness and usability risks that would delay or compromise launch
Socials to launch in early 2025 which we think will be very powerful for nura’s growth
Due Diligence
APPEALS
| POTENTIAL RISKS
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Competition
There are the incumbents who dominate (Colgate, Oral-B, Sensodyne) who have limited premium products.
There are also other younger premium toothpastes:
Founders
Joe Jones - CEO, Built and ran a software spin-out, scaling from pre-revenue to >£25m of revenue and a team of 35 people
Issac Bailey - COO, Previously ops lead and employee #4 at Roam (VC-backed D2C sexual care startup)
Victor Palanaco - CMO, Former cofounder at Hipnos and chief of staff at a YC 21 B2B startup
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If you’re a startup founder and want your startup to be featured in a Quick Pitch in front of hundreds of VCs and angels - fill out this form and we’ll get back to you!