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DR. INUK Eyes U.S. Expansion, Promising Affordable Dental Aesthetics
Table of Contents
- 1. DR. INUK Eyes U.S. Expansion, Promising Affordable Dental Aesthetics
- 2. From Personal Need to Business Opportunity
- 3. Building a Brand on Clarity and Efficacy
- 4. Navigating Challenges and Seizing Opportunities
- 5. -generated content
- 6. Archyde Interview: Jordi Ripollès, DR. INUK, on Disrupting the U.S. Teeth Whitening Market
- 7. Introduction
- 8. The Genesis of DR. INUK
- 9. Building a Brand and a Movement
- 10. challenges and future Plans
- 11. The U.S. Market and Looking Ahead
- 12. Final Thoughts and Reader Engagement
April 17, 2025
Spanish startup DR. INUK, co-founded by Jordi Ripollès and Jordi cebrián, is setting its sights on the U.S. dental whitening market, promising to “democratize oral care” with accessible and effective treatments. The company, which specializes in at-home dental whitening solutions, plans to leverage its digital-first approach and focus on science-backed formulations to gain a foothold in the competitive American market.
From Personal Need to Business Opportunity
Ripollès’ journey into the dental aesthetics market began with a personal experience. After closing his previous venture, Valy Cosmetics, which he launched in 2018 with Antai Ventures and Atresmedia, he noticed his own teeth were discolored.
“I realise that I have yellow teeth,” Ripollès said. “I go to the dentist and propose a treatment of 300 euros, with a manufacturing cost that I knew did not exceed 10 euros. That made me clic. I began to investigate, I discovered that in the US there were effective alternatives for less than 60 dollars, but that in Spain they were not legal for their composition.”
This realization sparked the idea for DR. INUK. Ripollès saw an opportunity to provide safer, more affordable, and equally effective teeth whitening solutions to consumers.
Building a Brand on Clarity and Efficacy
ripollès partnered with Jordi Cebrián, and in 2022, DR. INUK was born. The company’s philosophy centers around creating “not just a product,but a movement,” focusing on transparency and scientifically-backed ingredients.
“He loved the idea and we got down to work,” Cebrián said. “We start with our own resources, without large budgets, but with a lot of previous experience in cosmetics, digital and branding.”
“As a direct response to a personal problem, and with the conviction that we could offer a better, more just and more accessible option for all,” Ripollès added.”We quickly validate the proposal with a very compromised community, take care of every detail of the product – from the formula to the packaging– And we bet strongly on the brand, becuase we knew that dr. Inuk was not just a product, but a movement: to democratize oral care.”
DR. INUK’s product line includes dental whitening strips for at-home use, as well as professional treatments and nano-bristle toothbrushes for dental clinics.
Ripollès’ entrepreneurial journey has not been without its challenges. His previous company, Valy Cosmetics, faced important setbacks, including the pandemic, a defective product recall, and a cyberattack.
“We started very strong: in
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Archyde Interview: Jordi Ripollès, DR. INUK, on Disrupting the U.S. Teeth Whitening Market
April 18, 2025
Introduction
Archyde News Editor, Isabella Rossi, sat down with Jordi Ripollès, co-founder of DR. INUK, to discuss the company’s ambitious plans to enter and disrupt the U.S. dental whitening market. With a focus on affordable and effective at-home solutions, DR. INUK aims to “democratize oral care” and challenge the existing players in a market projected to reach $12.5 billion by 2030, according to Grand View Research.
The Genesis of DR. INUK
Isabella Rossi: Jordi, thank you for joining us.Your journey into the dental aesthetics market is an interesting one. Can you tell us more about what sparked the idea behind DR. INUK?
Jordi Ripollès: Thank you for having me, Isabella. It really started with a personal experience. After closing my previous venture, I realized my own teeth weren’t as bright as I’d like. The high cost of professional treatments in Spain,compared to more affordable options in the U.S., was a major wake-up call. it became very clear that there was a gap, and a real opportunity to offer a better, more accessible solution.
Building a Brand and a Movement
Isabella Rossi: You’ve mentioned that DR.INUK isn’t just about selling a product, but building a movement. What does that mean in practice? How do you differentiate yourselves in a competitive market?
jordi Ripollès: For us, it’s about transparency and efficacy. We focus on scientifically-backed formulations and open communication with our customers. We want people to understand what they’re putting in their mouths and to trust that our products offer real results. It’s about creating a community around the importance of oral care, and empowering people to feel confident about their smiles without breaking the bank.
challenges and future Plans
Isabella Rossi: Your previous company,Valy Cosmetics,faced some significant setbacks. How has that experience shaped your approach with DR. INUK, especially when entering the challenging U.S. market?
Jordi Ripollès: It was a tough learning curve, Isabella. Those experiences taught us the importance of adaptability, resilience, and really understanding your market. We’ve used those lessons to build a more robust foundation for DR. INUK. We’re focused on a digital-first strategy, which will allow us to reach a wider audience while carefully managing our resources, specifically here in the US.
The U.S. Market and Looking Ahead
Isabella Rossi: The U.S. market is vast and competitive. What’s your strategy for gaining a foothold in the American market and what are your key differentiators?
Jordi Ripollès: Our direct-to-consumer model, combined with innovative science-backed ingredients, and a strong focus on our brand. We want to be seen as a smart, accessible alternative to the established players. Most importantly, we believe in our product, and are confident customers here will too.
Final Thoughts and Reader Engagement
Isabella Rossi: jordi, this has been fascinating. As DR. INUK expands into the U.S., what advice would you offer to other entrepreneurs looking to disrupt established markets? And, what specific element do you believe will set your company apart in attracting your customers?
jordi Ripollès: Embrace the challenge, stay true to your vision, and never stop learning. For DR. INUK, I truly believe the customer’s confidence in the scientific validity of our product, will be the key to success. It’s what we have dedicated our resources to, and that is what will set us apart because our customers can trust our product.
isabella Rossi: Thank you for your time, Jordi. We wish you and DR. INUK the best of luck in the U.S. market.
Reader Question: Do you think DR. INUK’s approach to pricing and product transparency will be the crucial difference in the highly competitive teeth-whitening market? Share your thoughts in the comments below!
