British oral care brand Waken (www.wakencare.com) has announced TV and radio personality Rylan Clark as its new investor and Creative Director, to help the brand bring fresh energy, fun, and innovation to a category that’s been long overdue for a refresh.
The partnership is kicking off with the launch of two new innovative ranges, designed to target sensitive teeth and enamel care, now available at select retailers (from £4.50 – £6.00) including Amazon and wakencare.com.
These new launches showcase Waken’s commitment to functional, gentle, and beautifully designed oral care – combining natural mint extracts, fluoride protection, and botanical ingredients with alcohol-free, SLS-free formulas.
THE NEW RANGES
SENSITIVE CARE RANGE
Waken Sensitive Care products are developed for people with sensitive teeth and gums. They are gentle by design, alcohol-free, and made with soothing botanicals like chamomile and calendula. The range provides daily protection and comfort without compromise.
Waken Sensitive Care Mouthwash (£6 per 500ml bottle) – Available from Amazon and www.wakencare.com
- Suitable for sensitive teeth
- Helps protect against cavities and plaque
- Freshens breath with natural mint extracts
- Free from alcohol, artificial colours and dyes
- Made with chamomile and calendula
Waken Sensitive Care Toothpaste (£6 per 75ml tube) – Available from Amazon and www.wakencare.com
- Suitable for sensitive teeth
- Contains chamomile and calendula extracts
- Free from SLS, artificial colours and dyes
- Made with natural spearmint for a soft, refreshing taste
ENAMEL CARE RANGE
Formulated to help protect against enamel erosion, Waken Enamel Care is boosted by fluoride and flavoured using natural mint extracts, made for daily use it supports stronger, healthier teeth.
Waken Enamel Care Mouthwash (£5 per 500ml bottle) – Available from Tesco, Ocado, Amazon and www.wakencare.com
- Strengthens enamel with fluoride
- Helps protect against cavities and plaque
- Freshens breath with natural mint extracts
- Free from alcohol, artificial colours and dyes
Waken Enamel Care Toothpaste (£4.50 per 75ml tube) – Available from www.wakencare.com
- Helps protect against enamel erosion
- Strengthens enamel with fluoride
- Free from SLS, artificial colours and dyes
- Made with natural spearmint for a refreshing flavour
Rylan’s role: teeth, taste, and talkability
Rylan’s appointment goes far beyond a traditional brand ambassador. He’s involved in everything from NPD and marketing to retail strategy. A long-time Waken user, he brings charisma, creativity, and a deep belief in making oral care more stylish and relatable.
“The fact that I’ve teamed up with Waken as a shareholder and Creative Director is something I’ve wanted to do for such a long time” says Rylan. “Whatever smile you’ve got, whether it’s the teeth you were born with, or just like me, the teeth you paid for, ultimately, everyone’s smile should be healthy. And that’s what Waken does the best.”
Celebrity support and smile confidence
Since the news broke, Rylan’s inner circle including Alison Hammond, Olivia Attwood, Scott Mills, Josie Gibson, Miranda Hart, Amy Childs and drag legend Tiara Skye, have already taken to social media to share their support and flaunt their Waken smiles.
A challenger brand with purpose
Founded by Simon Duffy MBE and Rhodri Ferrier MBE (co-founders of Bulldog Skincare), Waken launched in 2019 with a mission to reinvent oral care. Since then, the brand has:
- Sold over 4.2 million products (as of April 2025)
- Reached nearly 4,000 UK retail distribution points
- 15,000+ online customers
- Expanded into Malaysia, Korea and the UAE
Simon Duffy comments: “Rylan was always our number one choice. He’s authentic, charismatic, and genuinely passionate about oral health. With him on board, we’re bringing some much-needed excitement to the category.”
This launch marks a bold new era for Waken — combining celebrity influence, clinical performance, and standout design to reach a new generation of smile-conscious consumers.
