Business Plan · Confidential · 2026
flossSEE™
Smile Better. See Better.
The first premium wellness brand that unifies oral care and eye care into a single daily ritual — built for DTC, Amazon, and national retail distribution.
Executive Summary
flossSEE™ is the first wellness brand that pairs premium oral care and eye care into one cohesive daily ritual. The name itself encodes the dual promise: floss for oral health and SEE for vision health.
We sit at the intersection of Apple-grade design, Hims & Hers' DTC subscription economics, Native's clean-product positioning, and TheraBreath's clinical credibility. The opportunity: a category nobody has claimed — premium, design-led, everyday smile + sight wellness.
Launch is Amazon-first and DTC subscription-led, with a clear path to CVS, Walgreens, Target, Costco, and Walmart by Year 3. We are raising a seed round to fund inventory, brand launch, and our first 12 months of paid acquisition.
Brand & Vision
Brand Promise
Smile Better. See Better.
Positioning
The first premium wellness brand purpose-built for the two things everyone uses every day but nobody has packaged together: your smile and your sight.
Brand Pillars
- Confidence
- Wellness
- Performance
- Simplicity
- Everyday Health
Market Opportunity
The US oral care market is $45B and growing ~5% annually. The US eye care market (drops, lens care, blue-light relief) is $15B and growing faster — driven by screen-time fatigue and aging demographics. No existing brand owns both.
Screen Fatigue
7+ hrs of daily screen time has made eye relief a mass-market concern, not a niche.
Wellness Premiumization
Consumers are trading up on everyday essentials — Native, Hims, Quip, Olipop all prove the playbook.
Subscription Habit
Replenishable, repeat-use categories are the highest LTV in DTC.
Competitive Landscape
- — Oral care: Quip, Hello, Burst, Crest. Single-category.
- — Eye care: Systane, Refresh, Bausch + Lomb. Clinical, not lifestyle.
- — flossSEE: the only brand spanning both, with a premium lifestyle voice.
Products & Pricing
Oral Care
- Whitening Strips — $24
- Whitening Pen — $18
- Mouthwash — $14
- Floss + Picks — $9
- Breath Spray — $11
Eye Care
- Blue Light Relief Drops — $16
- Hydrating Eye Drops — $14
- Lens Wipes — $8
- Cooling Eye Masks — $19
Subscription Kits
- Essential Kit — $39/mo
- Complete Kit — $59/mo
- Long-Term Kit — $149/quarter
- Corporate Pack — custom
Go-to-Market
Phase 1 — Launch (Months 0–6)
- — Amazon FBA launch with hero kit + 5 SKUs
- — DTC site (Shopify) with subscription core
- — Influencer seeding kit (creators, dentists, ODs)
- — Paid social: Meta + TikTok
Phase 2 — Scale (Months 6–18)
- — Expand to 15 SKUs across Smile / Vision / Daily
- — Healthcare professional channel (dentists, optometrists)
- — Connected TV + podcast
- — Retail pilots: Target, CVS
Phase 3 — National (Year 2–3)
- — CVS, Walgreens, Target full rollout
- — Costco club packs
- — Walmart national
- — International: Canada, UK
Operations & Supply
We operate an asset-light model: contract manufacturing for both oral and eye care SKUs, 3PL fulfillment for DTC, and Amazon FBA for marketplace. Packaging is the strategic moat — designed in-house, produced by a premium converter, and used as the brand's primary marketing asset across every channel.
Manufacturing
FDA-registered partners for ophthalmic drops; cGMP partners for oral care. Dual-sourced for resilience.
Fulfillment
East + West 3PLs for <2-day DTC delivery; Amazon FBA for marketplace velocity.
Team & Hiring
Founding team blends CPG brand-building, DTC growth, and clinical product expertise. Year-one hires focus on growth, supply, and creative.
Financial Plan
| Metric | Year 1 | Year 2 | Year 3 | Year 5 |
|---|---|---|---|---|
| Revenue | $2.4M | $9M | $28M | $110M |
| Gross Margin | 62% | 65% | 68% | 70% |
| Subscribers | 8K | 32K | 95K | 320K |
| Retail Doors | 0 | 1,200 | 8,500 | 22,000 |
| EBITDA Margin | (35%) | (8%) | 6% | 18% |
Projections are illustrative; refined model available under NDA.
Funding Ask
$3.5M Seed
18-month runway to launch the brand, build inventory, and prove repeatable DTC + Amazon unit economics before Series A.