Our Market Analysis Revealed a Clear Trend:

Portable water flossers are winning over consumers, while desktop models are struggling with slower sales and reduced supplier interest. This shift isn’t just about travel needs—it’s a broader change in consumer behaviour, with even homebound users gravitating toward compact, affordable portable options.

What’s Driving This Trend?

The market is saturated with similar entry-level portable products, pushing companies into aggressive price competition and leaving desktop models, typically positioned at higher price points, falling behind. This is because: 

Local start-ups focus on speed and simplicity:
They, transitioned from OEMs to stand-alone brands to catch up with niche surge, churn out basic, budget-friendly designs, which leaves them competing on price rather than features. 

Consumers want affordability:
Cost-conscious buyers, especially in China, are opting for entry-level options. 

Global brands are adapting:
Some international players now offer lower-cost versions alongside their premium lines, catering to shifting preferences. 

But there’s more to it.
Water flossers are becoming personal devices, like toothbrushes. Owning one per person is now practical, offering flexibility, better hygiene, and less awkwardness about sharing. 

How Can We Align with Consumer Interests and Stand Out in a Saturated Market?

This question guided our user and lifestyle research, focusing on uncovering unmet needs, identifying lifestyle-driven opportunities, and designing solutions that truly resonate with consumers.

What We Found: 

1. Urban Young Consumers Are Trendsetters with Diverse Needs:
Many young, urban consumers approach water flossers with a forward-thinking mindset. For them, these devices are less about immediate oral care and more about curiosity of trends and preventing potential issues. Their busy lives—shaped by frequent social events and a focus on personal image—present a prime opportunity to position products as tools for confidence and self-care.

2. Brace Wearers, A Niche with Practical Challenges:
Keeping braces and teeth clean after meals can be particularly challenging for students and commuters who often eat on the go. Portable solutions tailored for this group could address a clear gap in the market, especially for individuals seeking convenient, on-the-spot cleaning. 

3. Social Situations and Quick Fixes for Confidence:
Whether it’s a business meeting or a first date, some consumers value fast, discreet teeth-cleaning options. These users, often concerned about breath freshness and surface stains, include professionals in marketing or retail, frequent teeth-whitening users, and individuals who prioritise their appearance in daily interactions.

4. Portability Issues Posing A Design Challenge:
Many portable water flossers are too bulky—excessive in height or thickness—to fit in a wallet bag or pocket, limiting their practicality. Given the technical constraints of a start-up, creative approaches are needed to overcome this challenge without compromising functionality. 

5. Dual-Use Concerns—At Home and On the Go:
Balancing portability and home use often leads to overlooked frustrations, such as: Forgotten parts or carrying unnecessary components; Hygiene concerns with mouthpieces stored in unsanitary ways, akin to putting an unclean pen directly into the mouth; Dead batteries in a morning hurry due to the lack of a visible battery status indicator and inconsistent recharging habits. These are recurring pain points in customer feedback and must be addressed for improved usability. 

From these insights, we developed targeted features to create a compact, user-centred product that meets diverse needs: 

1. Compact and Lightweight Design:
Prioritise a slim, travel-friendly form factor that fits seamlessly into pockets or small bags for maximum portability. 

2. Reliable Recharge System:
Introduce an efficient recharge feature, coupled with a clear battery indicator, ensuring the device is always ready for use at home or on the go.

3. Versatile Cleaning Capabilities:
Develop multi-functional cleaning options to address various scenarios, including: Conventional flossing; Teeth surface and brace cleaning; Quick refreshes for breath and appearance in social settings. 

4. Enhanced Component Storage:
Design intuitive storage solutions to organise components for home and travel, addressing hygiene concerns and ensuring seamless usability.

Pocket-Sized Portability 

Compact Design Without Compromising Functionality.

This is the slimmest and shortest water flosser on the market. Departing from the traditional tall, bulky design, it fits effortlessly into a pocket or small bag. By slightly widening the body, we maintained a full-sized water tank that accommodates mouthwash without increasing height or thickness. For added convenience, the nozzle is securely housed inside the cap during travel, keeping it hygienic and accessible. 

Dual-Function Brush Nozzle 

Simplifying Oral Care on the Go.

Our innovative brush-nozzle serves as both a flosser and a teeth-cleaning tool, ideal for use after meals or before important meetings. It reduces the need for separate products while effectively removing food particles, coffee stains, and plaque from teeth and braces. This design makes it easier than ever to maintain a polished smile, whether at home or away. 

One-Grab-for-All Travel Solution 

Everything You Need, in One Grab.

This design streamlines components into two compact units—the flosser and its box—delivering a seamless experience for both daily use and extended travel.

For short trips, grab the flosser—it’s self-contained, with a nozzle stored inside for ultimate portability. For longer journeys, the water flosser box ensures nothing is left behind. 

The box lid doubles as a charger; flip it over, and it transforms into a recharging dock for daily use at home, recharging the flosser after every use and eliminating the risk of a dead battery. With just a Type-C cable, recharging is simple and universally compatible.

The base serves as a storage compartment for spare nozzles and other small components.