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The oral care brand and bakery celebrate their six- and 20-year anniversaries with limited-edition Moon x Sprinkles Electric Toothbrush and Birthday Cake Toothpaste.
March 20, 2025
By: Lianna Albrizio
Associate Editor
Oral beauty brand Moon is kicking off Sprinkles’ 2025 licensing strategy with a limited-edition Moon x Sprinkles Electric Toothbrush and Birthday Cake Toothpaste.
The news comes on World Oral Health Day.
Sprinkles first announced its entry into the beauty category with the expansion of its licensing program in December 2024.
“At Moon, we’re passionate about driving flavor innovation and disrupting the oral care category with culturally relevant collaborations,” said Shaun Neff, founder of Moon Oral Beauty. “This partnership represents an exciting foray into the world of food and desserts. As a longtime fan of Sprinkles—and someone who’s eaten my fair share of cupcakes —I can confidently say we’ve nailed a flavor that truly captures the iconic cupcake that everyone loves, now in a way that makes brushing your teeth just as enjoyable.”
As a cherry on the cupcake, Sprinkles will sell a Moon Birthday Bite Cupcake at Sprinkles bakeries nationwide until April 6.
The partnership is mutually beneficial, as the brands are celebrating their sixth and 20th birthdays, respectively, and Moon enters the food and beverage category while Sprinkles dips into beauty, officials said.
Building on Moon’s portfolio of collaborations—including Barbie and Hello Kitty—Moon is the first brand to kick off Sprinkles’ 2025 licensing strategy to reinforce its position as a global lifestyle brand through creative beauty collaborations, officials said. To make the collection widely accessible, customers will get a taste of the collaboration with a complimentary trial-sized sample of the Birthday Cake Toothpaste included with any Sprinkles purchase at all 25 bakeries nationwide, while full-sized toothpastes are stocked in select Sprinkles ATMs.
Inspired by the signature Sprinkle flavor, The Moon x Sprinkles Collection combines the bakery’s nostalgic charm with Moon’s sleek, modern devices and elevated flavor offerings for a sweet brushing experience, per marketers. The award-winning Moon Electric Toothbrush has five sonic cleansing modes for a customized brushing experience: clean, white, polish, massage and sensitive. It’s reimagined with Sprinkles’ colorful packaging and design.
Co-developed with Sprinkles, the soft pastel pink, fluoride-free paste offers a blend of sugar-free birthday cake flavor and hints of the brand’s renowned vanilla buttercream frosting.
Said Justin Murakami, president and chief operating officer of Sprinkles, “Our partnership with Moon marks an exciting new chapter as we extend our signature Birthday Cake flavor into the world of oral beauty, offering guests a fresh and innovative way to enjoy Sprinkles beyond the bakery. It reflects our commitment to expanding Sprinkles as a lifestyle brand.”
The Moon x Sprinkles Electric Toothbrush, $69.99, and Birthday Cake Toothpaste, $12.99, are available at moonoralbeauty.com, sprinkles.com and on March 23 in stores and online at Ulta Beauty, Nordstrom and Amazon.
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