Silver Stevie-winner FunkkOFF!® Inc. is a lifestyle brand company creating oral care, beauty, and personal care products.
FunkkOFF! was formed in 2019 by two lifelong friends, Joelle Flynn and Sonia Hounsell. Their friendship started in seventh grade when they attended a small all-girls Catholic school where they learned about teamwork, integrity, and responsibility.
On July 2, 2021, they officially launched FunkkOFF! TeethRefreshers®, a unique two-in-one toothbrush plus toothpaste product that is reusable (30x), 100% natural, vegan, and offers on-the-go teeth whitening.
The genesis for the product occurred when Joelle was wine tasting in Napa. She loved her red wine but loved her white teeth more—Joelle carried around a toothbrush and toothpaste to remove the purple “Funkk™” “OFF!” of her teeth. One time, Joelle pulled out her lipstick and thought, “Why isn’t there something compact, reusable, and easy to use like my lipstick—but to refresh my teeth?”
Joelle began inventing a solution and eventually filed eight US patents on her designs and three US trademarks. She joined forces with Sonia who had spent decades in brand management in major consumer packaged goods companies. They worked together to refine the product design and usability and build a supply chain to manufacture the product. They formulated their proprietary tooth gel and completed product development in early 2021. Now they have 10 US patents (Utility & Design) and one Patent Cooperation Treaty Patent.
The only competing products on the market are one-time-use solutions or teeth wipes—both formats are used once and then disposed of. FunkkOFF! TeethRefreshers can be used 30 times, making them a more sustainable solution for on-the-go oral care maintenance. Furthermore, throughout the supply chain, FunkkOFF! is committed to sustainable practices that reduce the impact on the planet.
Growing Product Demand
TeethRefreshers grew steadily with a robust direct-to-consumer business on their website and Amazon and sold out in just three months. When back in stock, they entered the retail market and have since gained distribution in 90+ stores in 40+ states. They were discovered organically and listed by a number of retailers including SHEN Beauty and Uncommon Goods. They were also discovered by the QVC Personal Care Buyer and received a large Purchase Order and airdate of August 28, 2023.
FunkkOFF! achieved international recognition in February 2023 when featured on Shark Tank Season 14 Episode 14 and received a $250,000 deal from Robert Herjavec. After the appearance and unanimous rave reviews by all the Sharks, demand has since skyrocketed. Sales in the first six months of 2023 were 350% higher than 2022. When FunkkOFF sold out in the first quarter, consumers placed preorders and were willing to wait three or more months for delivery.
Joelle and Sonia created the product and manufacturing supply chain from virtually nothing and have built a successful company with tremendous demand. Joelle's persistence in the early years led to extensive patent work which puts her among the 2.5% of women-only patent holders.
As minority business owners, they compete against oral care giants but also prioritize giving back. A portion of their sales is donated to Girls on the Run, which helps young women entrepreneurs find their potential and pursue their dreams.
FunkkOFF! Inc. won a Silver Stevie® Award for Startup of the Year - Consumer Services Industries in The 2023 International Business Awards®.
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