SmileDirectClub launches oral care line at Walmart

SmileDirectClub is expanding its reach at retail. 

The formerly direct-to-consumer company is launching a line of oral care products exclusively at Walmart that aim to keep teeth fresh, clean, bright and healthy.

"SmileDirectClub's debut of oral care products in mass retail extends our mission to be the consumer's first resource for safe, affordable, and convenient oral care solutions," Josh Chapman, the chief global brand officer of SmileDirectClub, said. "Partnering with Walmart to introduce our products reinforces our shared commitment to providing premium quality products at a price worth smiling about."

Part of the retail launch will include an electric toothbrush and bright on, which is a premium tooth whitening system that contains an LED light, the company said.

"At Walmart, we are always expanding our assortment to meet customers' needs," Shawn Townzen, the vice president of Walmart Personal Care, said. "We don't believe you should have to sacrifice your budget for your smile, so we are excited that SmileDirectClub is launching new smile-enhancing products exclusively available at Walmart."

The company also will unveil three new smile-enhancing products at Walmart, including a toothpaste in whitening and sensitivity options, a water flosser and smile spa — an ultrasonic UV cleaner that sanitizes toothbrush heads, aligners, retainers and dentures among other items.

"Today, we are proud to partner with Walmart, and look forward to disrupting the oral care aisle and category with an easy-to-use system of affordable, premium solution-oriented products for maintaining a better smile," Amy Keith, the vice president of retail for SmileDirectClub, said.

The electric toothbrush will retail for $24.98, and the bright on premium teeth whitening kit for $39.98 in stores and on Walmart.com. 

The launch of products in Walmart builds on SmileDirectClub's efforts to reach customers through brick-and-mortar. Last April, CVS Pharmacy and Walgreens both debuted in-store Smileshops at select locations. The SmileShops feature an on-site SmileGuide who guides consumers through a private, free 3-D scan of their teeth and introduces them to SmileDirectClub’s invisible aligner therapy.