hello products

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hello products Builds Rapid-Growth Oral Care Company with a Smile

Walking through the toothpaste aisle of a major drug store, Craig Dubitsky was struck by the language and imagery used to promote the category. Shiny extracted teeth and claims of “killing” and “fighting” struck him as highly unfriendly. Ingredients like alcohol, saccharin and other chemicals gave him pause…and inspiration. A veteran of several start ups, Dubitsky decided to apply his entrepreneurial focus to oral care and founded hello.

hello products


hello products, LLC.


Montclair, N.J.


Health and Beauty, Consumer Packaged Goods


Under 50


Advanced Inventory
Work Orders and Build Assemblies


Myers Holum


New York, N.Y.

“We wanted a partner that could not only help support our growth, but who could also match our pace and ambitions. The responsiveness of the NetSuite team has been awesome. We know they can bring scale to the party as we continue to grow hello, and we know everyone will be smiling along the way.” Craig Dubitsky, Friendly Founder, hello products

Thoughtful Ingredients, Epic Design and Affordability Drive Growth


Friendly for all

hello’s inviting design, thoughtful ingredients free from animal testing, and the brand’s fun and friendly tone of voice drove rapid growth. In just nine months, product distribution rocketed from 19,000 stores to over 42,000. Its products—available across a wide variety of retailers (from Walmart and Target, to CVS and Dollar General, to Ulta and Whole Foods) and online at major ecommerce sites and via its website—are both affordable and accessible. Being available everywhere delivers against hello’s friendly mission: to make naturally friendly products for the 100%, not the 1%.


Black toothpaste, white teeth, clear growth

With an activated charcoal toothpaste leading the way, hello became one of the fastest growing oral care brands in the country. The team knew it needed business software that could be implemented quickly, could scale along with their growth, and that would allow the business to remain lean and hyper-focused.


Unified system facilitates growth

Implementing NetSuite just before its rapid retail footprint expansion allowed hello to grow seamlessly. Month-end close time was cut in half, and inventory and financials are now integrated along with EDI automation. The unified system allows the finance team to sleep easier, focus on identifying further efficiencies and deliver additional value. It’s smiles all-around.


Expanding in direct-to-consumer

hello wanted to be able to get its naturally friendly™ products to happy brushers no matter how they prefer to shop. It established a direct-to-consumer online business and, as it grows, hello hopes to extend its use of NetSuite with demand planning, ecommerce and CRM capabilities.

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