Swish Oral Products Inc. is a lifestyle brand that focuses on carving out a new and inviting aesthetically-oriented approach to oral wellness, disrupting the otherwise ubiquitous and sterile existing gum and mint offerings. The company was founded by a Canadian-educated dentist who saw opportunity in the overly clinical and [almost] nagging nature of current oral health landscape - and its inability to align with the habitual and aesthetic desires of Gen Z consumers. Dr. Sandhu saw many young patients that were deterred by the high walls that having sound oral health seem to have, which was made clear by their lack of willingness/effort for an oral hygeine regimen and anxiety relating to anthing dental related, even seeing me. Swish aims to offer a warm invitation into treating teeth as if they are an extension to one’s skincare routine. Swish’s flagship xylitol-based, [fully dissolvable gum] aims to redefine what a chewing gum can be; self-care oriented, part of a mindful routine, and for people “that get it”. Swish is a natural placement in prestige beauty spaces like Sephora, health-oriented supplement stores, and even mass retail like Walmart and Costco.