03.12.24
Oral care brand Boka has announced a nationwide expansion into CVS Pharmacy.
The retailer will be selling Boka's two best-selling products, Ela Mint Toothpaste and Refresh Mint Whitening Toothpaste, at 6,700 CVS Pharmacy stores nationwide and online.
Nano-Hydroxyapatite
Boka officials say its retail expansion into CVS Pharmacy underscores the brand's commitment to offering customers access to the latest oral health advancements as Boka is among the first oral care brands sold at the retailer containing nano-hydroxyapatite (n-HA).
Unlike legacy toothpaste brands, Boka harnesses the power of n-HA, which is a form of calcium that makes up 97% of tooth enamel and 70% of dentin to help rebuild teeth without fluoride, making it safe to swallow. N-HA was reportedly first used by NASA astronauts in space to prevent loss of bone and degradation of teeth.
"Since day one, it has always been our mission to cut through the confusion of oral care and reveal how simple it can be with our high-quality products designed by modern science and mother nature," said Nisha Karna, director of brand at Boka. "With this new retail expansion, we are eager to inspire more mindful oral care with new consumers."
Bestsellers Available at CVS Pharmacy
Ela Mint Toothpaste ($12) – trades fluoride for nano-hydroxyapatite (n-Ha), an evolution in dentistry that's been a “gold standard” in Japan for over 40 years.
Refresh Mint Whitening Toothpaste ($14) – is a peroxide -free, icy formula that whitens teeth using plant-based ingredients like coconut oil that avoid artificial additives, preservatives and harsh chemicals.
In 2022, Boka was acquired by Heyday, a next-generation CPG company that acquires, builds and grows consumer-first, digitally native brands. In the last year, Boka has surpassed four times growth, per the company, in addition to having a digital shelf presence via Amazon, with its Ela Mint Toothpaste.