Category Catalysts: Oral Care - Oxyfresh

Oxyfresh transformed the oral care category by introducing safe, practical and efficient science-backed solutions that put long-term wellness at the center of pet care. Doing more than covering up odors, Oxyfresh’s proprietary ingredient, Oxygene, allowed for the company to set higher industry standards and redefined expectations for pet dental health.

“Oxyfresh started in the oral care space the way all great things start—we had an idea. An idea to do pet care differently—better!” said President Melissa Gulbranson. “Our Oral Care category was born with a simple but powerful mission: to create safe, simple effective solutions that actually work—without harsh ingredients, artificial fragrances or masking agents. We saw a clear need for innovative, science-backed formulas that could deliver real results for both pets and their people. Our proprietary ingredient, Oxygene, changed everything. It shifted the industry conversation from odor masking to true prevention and long-term wellness. We elevated the standard for pet oral care and helped redefine what pet parents could expect from dental products.”

Oxyfresh is a trusted leader in pet oral care, recognized for its science-backed innovation and perceptible results. Oxyfresh has honed partnerships with stakeholders from each corner of the industry; retailers, vets, groomers and pet parents to progress towards the shared goal of healthier and happier pets.

“Throughout the years, Oxyfresh has grown from a niche innovator to a trusted leader in pet oral care—recognized for both our science-backed innovation and the real results our products deliver,” Gulbranson said. “We’ve expanded our product line, continually refined our formulations, and invested deeply in pet parent education to spotlight the critical link between oral health and overall wellness. Today, we’re proud to partner not only with our trusted retailers, veterinarians and groomers, but also directly with the pet parents who inspire everything we do. Our mission remains simple: to create products that support healthier, happier pets—because our furry friends deserve nothing less!”

Oxyfresh understands pet parents expect uncomplicated, powerful and transparent dental care solutions, even for the most persnickety animals.

“We listened to pet parents! They want simple, convenient, and effective solutions to tackle dental care—even for the pickiest pets! No gimmicks, no fleeting trends—just transparency, science, and straightforward results,” Gulbranson said. “With decades of innovation behind us, we’ve set the standard for safe, effective pet dental care. It’s what we’re known for at Oxyfresh—and what we do best! Our proprietary Oxygene technology is at the heart of what makes Oxyfresh different- safely tackling plaque-causing bacteria and bad breath at the source. Add in formulas that are microbiome-friendly, safe for dogs and cats, and free from alcohol, dyes, and artificial flavors, and you’ve got a winning combination.”

Oxyfresh is committed to showing pet parents that simple, daily solutions like water additives and gentle formulas can be both effective and enjoyable for pets. Further, fresh breath alone isn’t enough to reassure pet owners their pets have healthy teeth and gums. Rather using products which focus on preventing plaque, tartar and gum disease to promote long-term wellness throughout each stage of the pet’s life. 

“A major misconception is that pet oral care is ‘too difficult,’” Gulbranson said. “Some pet parents assume that invasive dental procedures are the only effective option—and that’s where we’ve flipped the script. We’ve shown that oral care can be simple, safe, and effective. With daily water additives and gentle formulas, pets don’t just tolerate it -they actually enjoy it! Another myth we’ve busted: that “fresh breath” automatically means a healthy mouth. Our products help pet parents see the bigger picture…odor control is just one piece. The real win is preventing plaque, tartar, and gum disease for long-term health.”

Gulbranson characterizes 2025 as a fantastic year for Oxyfresh, marked by efforts to promote daily dental health through education and innovative products, expanding into new retail and professional channels, updating packaging for stronger shelf presence, and maintaining transparency and trust; she also hints at exciting plans for 2026. 

“2025 has been an amazing year for Oxyfresh! As a leader in pet oral care, we’ve helped pet parents make dental health a daily priority through education, accessibility, and innovative solutions,” Gulbranson said. “We’ve expanded into new retail and professional channels, refreshed our packaging for stronger shelf impact, and continued to lead with transparency and trust. And the best part? We’ve got some exciting things coming in 2026, and we can’t wait to share them with our customers.”